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


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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.

Published in: Technology, News & Politics

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  • Transcript

    • 1. You Too: Social Media Boot Camp & Leadership Summit Copyright Compliance in the Digital World Steve Shannon, Executive Vice President March 7, 2008
    • 2. 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
    • 3. 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 …”
    • 4. 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
    • 5. 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
    • 6. 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:
    • 7. 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
    • 8. SIIA banner ads on PRWeek
    • 9. Sounds scary! How can I share and measure my media relations results?
    • 10. 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.
    • 11. Option B
    • 12. 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
    • 13. 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
    • 14. For more information
      • Copyright white paper (
      • My contact information
        • Steve Shannon, BurrellesLuce
        • [email_address]
        • 800.631.1160