Network News Veteran Offers Solution to VNR Credibility Crisis
NEW YORK, Feb. 21 /PRNewswire/ -- A survey published by PR News (January
2006) reveals that PR Professionals have largely ignored calls for full
disclosure from the Federal government, the Radio and Television News
Directors Association (RTNDA) and media watchdog groups.
"Despite last year's controversies surrounding the White House's use of
VNR's, the issue of disclosure has not affected the PR industry. Fifty-
three percent of those polled have not changed their disclosure policies
to make their communications with the media more open when using a
spokesperson or producing a VNR; only one-quarter of those surveyed
have."
Further, "The majority of respondents (46%) planned to repeat the same
level of VNR usage for 2006 as they did for 2005."
"For every PR professional that provides the media with full disclosure,
there are three failing to meet the RTNDA's requirements," said Mark Hirsch,
principal of broadcast publicity agency MEDIAHITMAN, Inc. "This is clearly an
improvement compared to last year, but the industry still has a long way to
go.
"While obscurification may be a viable strategy for some types of
businesses, we are in the post-Vioxx era," adds Hirsch. "Healthcare
marketers, particularly in the pharmaceutical and medical device industries,
are held to a higher standard and face closer scrutiny. They need an
alternative to the embattled VNR.
"HealthBreak with Dr. Howard Torman represents a new category of hybrid
communications, one which balances TV news' need for quality content, full
disclosure and journalistic integrity, with the healthcare industry's need to
communicate more openly with consumers," concluded Hirsch.
"HealthBreak is a synthesis of news, consumer education and DTC health
marketing," added Howard Torman, M.D., who created the HealthBreak editorial
policy and serves as its Host and Managing Editor. "The independent editorial
we provide enables healthcare corporations to communicate with unquestionable
credibility and ensures television newsrooms that the content provided will
meet or exceed their own standards for accuracy and disclosure."
About Howard Torman, M.D.
Howard Torman, M.D., is an award-winning national medical journalist who
has appeared on television for the past 22 years providing medical commentary,
health news and explanatory health programming. Previously, Torman was the
medical correspondent for CBS News appearing nationwide each weekday on CBS
This Morning.
Dr. Torman, whose medical specialty is cardiovascular disease, has
published research in numerous refereed medical journals and was a full-time
faculty member at Harvard Medical School and on staff at Boston's Brigham and
Women's Hospital. He did his graduate medical training, including residency
and fellowship, at Stanford University Medical Center.
About MEDIAHITMAN, Inc.
Founded in 2001, MEDIAHITMAN, Inc. is leading a revolution in broadcast
publicity. Prior to the launch of HealthBreak with Dr. Howard Torman, the
company's practice was restricted to the development, distribution and
placement of broadcast publicity campaigns, including Video News Releases,
B-Roll packages, Electronic Press Kits and Satellite Media Tours.
***Interview Opportunity***
Contact 866-402-3200 to Schedule an Interview with Howard Torman, M.D.
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