What every PR professional needs to know about Copyright Compliance Steve Shannon, Executive Vice President October 27, 2008

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

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

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 …”

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

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

Fair use in the digital world Not permitted to cut and paste whole stories … “Transmission of whole works”

Not permitted to cut and paste whole stories …

“Transmission of whole works”

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

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

The guru speaks: Ralph Oman, former registrar of copyrights New development What’s on the horizon

New development

What’s on the horizon

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

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)

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/

SIIA banner ads on PRWeek

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

Your options Option A: Cadillac CTS Says, Wagons Ho! By Chris Woodyard, USA Today Published: August 15, 2007 Cadillac 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

Option A:

Cadillac CTS Says, Wagons Ho!

By Chris Woodyard, USA Today

Published: August 15, 2007

Cadillac 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

Option B

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 Burrelles Luce first started to pursue licensing agreements with publishers in 1994, with the advent of digital media

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

The U.S. has no such body

Burrelles Luce first started to pursue licensing agreements with publishers in 1994, with the advent of digital media

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

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

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

For more information Copyright white paper (burrellesluce.com/knowcopyright) My contact information Steve Shannon, Burrelles Luce [email_address] 800.631.1160

Copyright white paper (burrellesluce.com/knowcopyright)

My contact information

Steve Shannon, Burrelles Luce

[email_address]

800.631.1160