Revelations about U.S. government attempts to shape the news by paying pundits [3] and producing video news releases [4] have fueled a debate "about whether news reports and opinion pieces provided to media outlets" that "were developed and paid for by government agencies" should be disclosed as such, reports [5] Newsday. More money might enter the system in 2005, according to PR Week. "Factors such as a shrinking news hole and increased competition have prompted companies to explore other ways to get VNRs aired. ... Most broadcast PR companies are now encountering requests to ensure placement in a non-traditional way for the PR industry - by paying for it." Popular VNR topics include healthcare [6], technology, "fluff" pieces and behind-the-scenes stories.