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Steve Shannon: Copyright Compliance

Steve Shannon: Copyright Compliance



October 27, 2008 - BurrellesLuce Executive Vice President, Steve Shannon presented on "Copyright Compliance: What Every PR Professional Needs to Know," at the 2008 PRSA International Conference.

October 27, 2008 - BurrellesLuce Executive Vice President, Steve Shannon presented on "Copyright Compliance: What Every PR Professional Needs to Know," at the 2008 PRSA International Conference.



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Steve Shannon: Copyright Compliance Steve Shannon: Copyright Compliance Presentation Transcript

  • 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
  • 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
  • Fair use in the digital world
    • 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
  • The guru speaks: Ralph Oman, former registrar of copyrights
    • 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 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 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
  • 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
  • For more information
    • Copyright white paper (burrellesluce.com/knowcopyright)
    • My contact information
      • Steve Shannon, Burrelles Luce
      • [email_address]
      • 800.631.1160