The Video News Release (VNR) is similar. A VNR is a news release in video form. It looks exactly like a regular news spot; often it is even narrated by a station's regular anchor (he or she reads from a script we include).
It's estimated that about 30% of the news you see on U.S. TV is in fact created by corporations like Cargill. Indeed, it's partly by means of well-crafted news releases and VNRs that Cargill, like other big corporate citizens, is able to assure that the information circulating about us is consistent with our financial goals.
Now that's Cargill in the news.