A strong VNR doesn’t feel like “brand content pretending to be news”. It feels editorially sound, technically clean, and genuinely easy for a newsroom or online editor to use. That means disciplined interviews, useful b-roll, clear slates, accurate naming, timecodes, and deliverables that drop straight into an edit — without frantic back-and-forth.
I’m Jon Collins — a UK-based filmmaker and Director of Photography working across PR, branded content and broadcast-led production. My work has featured on BBC, ITV, Channel 4, Channel 5, Amazon Prime Video and Discovery, and I bring that same production discipline to VNR packages: calm workflow on the day, fast turnaround, and structured delivery that protects the story and the client message.
If your campaign sits across press and platforms, you may also want to explore PR video production and branded content — VNRs often work best as part of a joined-up rollout.
Most VNR briefs need a small set of assets that cover different editorial use-cases:
The aim is simple: reduce friction for journalists and editors, while keeping messaging accurate and usable.
A VNR needs credibility. That comes from clean interviews, sensible questions, and coverage that supports the story. If you want to go deeper on interview craft, this guide on getting strong interview answers is a useful reference when briefing spokespeople and contributors.
B-roll is only valuable if it’s easy to cut. I shoot sequences with usable handles, minimise dead time, and deliver organised files with clear naming and notes. For a quick explainer of common terms (A-roll, B-roll, IVs and VNR usage), see this terminology breakdown.
Whether an outlet needs a quick download-friendly file or a higher-quality broadcast deliverable, I’m used to supplying clean, compatible formats that work in real-world edit systems. If your campaign also needs a hero edit and cutdowns, my editing and post-production service can support end-to-end delivery.
Examples of PR-led projects with the same “editorial + structured delivery” mindset:
You can browse more examples in the full portfolio.
I bring broadcast-grade camera, lighting and audio options, scaled to the job — with a clear overview on my filming equipment page.
If a VNR needs a fast edit, I can also provide post-production support, including quick turnaround packages and clean delivery for distribution.
If aerials help tell the story — location context, scale, arrivals, or establishing coverage — drone filming can be built into the plan.
I hold CAA Operational Authorisation and GVC qualifications, and I’m insured for professional operations. More detail is available via my drone filming service.
I work internationally and can support productions across borders, including ATA carnet experience where required.
If you’re coordinating an overseas shoot, these practical guides may help: travelling with filming gear across Europe and filming in Europe post-Brexit.
If you’d like to talk through a brief, timeline and deliverables, get in touch.
My content has featured on BBC News, BBC Breakfast, BBC Newsround, ITV Daybreak, Channel 4 and Sky News whilst notching hundreds-of-thousands of views on YouTube.
So if you're looking for a production partner to produce content for your next campaign, get in touch.