They suck.

Video News Releases suck. Seriously.
I hate a lot of PR because you can't trust it. They're trying to make their client sound good. They sweep away or downplay the bad stuff.
I don't trust VNR because they're not giving me the whole story. News is supposed to give me all sides of the story and keep me informed. VNR's are just giving me one side of the story.
It is lazy journalism and I think it's a crutch used by news broadcasters that are running low on content or too lazy to actually research the story themselves.
Rather than research it and present the whole story they just use the VNR.
That's why I don't like them.