Video News Releases: Effects on Viewer Recall and Attitudes.

Owen, Anne R.; Karrh, James A.

Notes FAQ Contact Us

Back to results

Peer reviewed

ERIC Number: EJ538991

Record Type: Journal

Publication Date: 1996

Pages: N/A

Abstractor: N/A

ISBN: N/A

ISSN: ISSN-0363-8111

EISSN: N/A

Available Date: N/A

Video News Releases: Effects on Viewer Recall and Attitudes.

Owen, Anne R.; Karrh, James A.

Public Relations Review, v22 n4 p369-78 Win 1996

Tests viewers' responses to video news releases (VNRs). Shows that viewers assign significantly more credibility to VNR-based messages than to similar advertisements; level of credibility given to newscasts was found to be a significant predictor of VNR recall. Discusses implications for future research into VNR use. (PA)

Descriptors: Attitude Measures, Credibility, News Media, Public Relations, Recall (Psychology)

Publication Type: Reports - Research; Journal Articles

Education Level: N/A

Audience: N/A

Language: English

Sponsor: N/A

Authoring Institution: N/A

Grant or Contract Numbers: N/A

Author Affiliations: N/A