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Ellen Sullivan

Video news releases, like their print counterparts, are a communications tool. They do not constitute unethical methods of communicating. It is up to the broadcaster to attribute the video to the organization that produced it. News releases in print and video form are effective and accepted legitimate means for organizations to communicate news to the news media, who then may choose to confirm the information independently before reporting it, or choose to run the information as provided. Many good stories probably would not air if organizations did not make it easier on the news outlets by providing prepackaged video. I think the news story about a new blood test that could help diagnose allergies in children enhances, not tarnishes, the image of laboratory professionals.

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