What every PR professional needs to know about

Copyright Compliance Steve Shannon, Executive Vice President

October 27, 2008

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It’s a digital world

What’s new: Social media, online news, video What’s not: The need to showcase and measure

your results What’s also changing: how you can share clips

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Bad news: PR professionals under fire – just for doing their job

SIAA Anti-Piracy 2007 Year in Review, 2007

“In September, SIIA settled its first case … on behalf of member companies the Associated Press, Dow Jones & Co., Nielsen, Reed Elsevier and United Press International. The consulting firm Knowledge Networks, Inc. had routinely taken copyrighted articles owned by these and other publishers and included copies in a “press packet” it distributed to employees, first in paper form and later by e-mail. The firm agreed to a $300,000 settlement, and committed to take remedial measures …”

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I know all about copyright – I think

Copyright protects authors and creators of original works

Literary works, songs, plays, art, motion pictures, more

Legal protections first offered in 1710 in Britain U.S. reviews and updates copyright law

regularly Fair use: Copyright Act of 1976 Digital content: Digital Millennium Copyright Act

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Fair use in the digital world

Not permitted to cut and paste whole stories …

“Transmission of whole works”

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Today’s copyright environment

Content producers permit news monitoring, but want to be assured the value of their property is acknowledged and protected

Information yearns to be free but it still costs money to produce content

Violators subject to penalties Moreover, an Internet content aggregator, settled

with the Associated Press In the past, Texaco paid seven-figure judgment for

misuse of copyrighted news material

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The guru speaks: Ralph Oman, former registrar of copyrights

New development What’s on the horizon

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Copyright environment (con’t)

SIIA (Software and Information Industry Association) has launched campaign to educate PR professionals and induce proper use of news clips

“Carrot” (education) and “stick” (enforcement) Announced $300,000 “content piracy”

settlement on August 16, 2007 Knowledge Networks had been routinely copying

news clips from AP, Reed Elsevier, and UPI (all SIIA members)

Read the press release: www.siia.net/press/releases/Antipiracy_KN-settlement-release.pdf

SIAA educational resources: http://www.siia.net/piracy/education.asp

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SIIA Op-Ed piece in PRWeek

By Keith Kupferschmid, SVP of intellectual property policy and enforcement at the Software & Information Industry Association

Read the article www.prweekus.com/Copyright-compliance-is-easy-choice/article/57853/

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SIIA banner ads on PRWeek

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Sounds scary! How can I share and measure my media relations results?

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Your options

Option A:

Cadillac CTS Says, Wagons Ho! By Chris Woodyard, USA TodayPublished: August 15, 2007Cadillac unveils a vehicle today that should be just right for the times. The front half is its popular CIS car, giving it the zip of a sports sedan. http://www.usatoday.com/money/autos/2008-08-14-cadillac-wagon_n.htm?loc=interstitialskip

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Option B

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Only in America …

In other countries, the needs of PR professionals are handled by organizations such as the NLA

The U.S. has no such body BurrellesLuce first started to pursue licensing

agreements with publishers in 1994, with the advent of digital media

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Summary

You can share news clips for purposes of media monitoring and measurement

There are new rules – and newly enforced rules – that govern this activity

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For more information

Copyright white paper (burrellesluce.com/knowcopyright)

My contact information Steve Shannon, BurrellesLuce sshannon@burrellesluce.com 800.631.1160