Video News Release: The essential PR tool to secure media coverage

When Leadsun Australia partnered with Adoni Media to produce a Video News Release (VNR) to announce a new solar street lighting project in a remote part of New South Wales, the project was about far more than just infrastructure.

It was about how to secure widespread media coverage despite the location in Darlington Point, more than 500 kilometres west of Sydney on the banks of the Murrumbidgee River.

The answer was a Video News Release: an essential PR tool to secure media coverage far beyond the geographical remoteness of Darlington Point.

The power of a Video News Release

And Leadsun readily agreed it was the only way to overcome the problem, and it worked.

It worked because of the way the story was captured and distributed that ensured it could reach audiences far beyond the local Riverina community in western New South Wales. The VNR was delivered in a way that was immediate, visual, and ready to use for journalists without them having to leave their newsrooms.

Adoni Media’s Group Client Manager, Jane Henschke, and a news camera operator travelled to Darlington Point to capture high-quality vision of the off-grid solar-powered streetlights being installed at a new housing estate on the edge of this remote town. Interviews were also conducted on location with executives from Leadsun Australia, the Mayor of the Murrumbidgee Council, and the Project Manager.

In such remote locations, the reality is that traditional media coverage can be difficult to secure. Newsrooms are increasingly stretched, budgets are tight, and the logistics of sending a TV news crew to remote and regional areas can be prohibitive. Without pictures, even the most compelling stories risk not being told.

“A VNR removes that barrier entirely and is one of the most effective ways to bring a story to life.

“As a TV journalist for more than 30 years, I know what journalists need to tell a story. Together with an experienced news camera operator, I produced a VNR that delivered broadcast-quality footage and newsworthy ‘grabs’ or ‘sound bites’ directly to newsrooms, ensuring this regional announcement still gained important media coverage around Australia,” Ms Henschke said.

From remote projects to national headlines

By delivering that complete package, the VNR gave journalists everything they needed to run the story – a story that could also be shared across metropolitan, regional, and even national networks.

“Distance should never determine whether a story gets told. A VNR means important local projects can achieve widespread coverage, regardless of geography,” she said.

The result? Extensive regional and national media coverage, including TV news in the local Riverina region as well as on national mainstream news bulletins, and in Australia-wide industry publications.

Thanks to the VNR, what could have remained a small regional announcement became a nationally recognised story.

Taking the power back

It may have been a small project, but it had a big impact on the way councils in Australia are managing their infrastructure assets.

Murrumbidgee Council is the first council in Australia to install off-grid, solar-powered street lighting. A decision that was about taking the power back to control their energy assets from installation through to day-to-day operations.

Being solar powered, the lights installed by Leadsun Australia are economical, environmentally friendly, and from an engineering perspective, improve public safety.

With inbuilt motion sensors the lights become brighter when someone is walking by. The system can also be monitored and remote controlled by anywhere in the world ensuring the lights work when they should.

Benefits of a VNR

Leadsun’s VNR ensured a regional announcement was heard by a much larger audience with people around Australia being made aware of this important development in a location hundreds or even thousands of kilometres away.

The power of a VNR means no matter where a story is located, it ensures your message reaches journalists, audiences, and decision-makers.

It is a powerful PR tool for:

• Corporate announcements
• Infrastructure and development projects
• Government and Council initiatives
• Renewable energy and sustainability stories
• Regional and remote community updates

The key benefits include increased media coverage, greater audience reach, improved brand awareness, stronger storytelling through video, and higher engagement across platforms from TV, online news outlets, and social media.

AS a team of former senior TV journalists, producers, and news bosses, we know what is newsworthy and understand what makes news. If you have a story – whether in a capital city or a remote region such as Darlington Point – a VNR can help you secure the coverage it deserves.