BurrellesLuce: Copyright Compliance in the Digital Age
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BurrellesLuce: Copyright Compliance in the Digital Age



Visuals from Steve Shannon's presentation that discussed copyright issues for the wired world.

Visuals from Steve Shannon's presentation that discussed copyright issues for the wired world.



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BurrellesLuce: Copyright Compliance in the Digital Age BurrellesLuce: Copyright Compliance in the Digital Age Presentation Transcript

  • You Too: Social Media Boot Camp & Leadership Summit Copyright Compliance in the Digital World Steve Shannon, Executive Vice President March 7, 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
  • 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, sued by the Associated Press
      • In the past, Texaco paid seven-figure judgment for misuse of copyrighted news material
  • 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
  • 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:
      • An Economical Alternative to a Higher-End Canon
      • By MARTY KATZ, The New York Times
      • Published: June 14, 2007
      • Canon’s 8-megapixel S5 IS, which just went on sale, is considered a bridge camera — crossing the gap between a pocket point-and-shoot and heftier single-lens reflex models, known as DSLRs.
      • www.nytimes.com/2007/06/14/technology/14camera.html?scp=1&sq=canon+s5+is&st=nyt
  • 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, BurrellesLuce
      • [email_address]
      • 800.631.1160