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Steve Shannon: Copyright Compliance


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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

  1. 1. What every PR professional needs to know about Copyright Compliance Steve Shannon, Executive Vice President October 27, 2008
  2. 2. It’s a digital world <ul><li>What’s new: Social media, online news, video </li></ul><ul><li>What’s not: The need to showcase and measure your results </li></ul><ul><li>What’s also changing: how you can share clips </li></ul>
  3. 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. 4. I know all about copyright – I think <ul><li>Copyright protects authors and creators of original works </li></ul><ul><ul><li>Literary works, songs, plays, art, motion pictures, more </li></ul></ul><ul><li>Legal protections first offered in 1710 in Britain </li></ul><ul><li>U.S. reviews and updates copyright law regularly </li></ul><ul><ul><li>Fair use: Copyright Act of 1976 </li></ul></ul><ul><ul><li>Digital content: Digital Millennium Copyright Act </li></ul></ul>
  5. 5. Fair use in the digital world <ul><li>Not permitted to cut and paste whole stories … </li></ul><ul><li>“Transmission of whole works” </li></ul>
  6. 6. Today’s copyright environment <ul><li>Content producers permit news monitoring, but want to be assured the value of their property is acknowledged and protected </li></ul><ul><li>Information yearns to be free but it still costs money to produce content </li></ul><ul><li>Violators subject to penalties </li></ul><ul><ul><li>Moreover, an Internet content aggregator, settled with the Associated Press </li></ul></ul><ul><ul><li>In the past, Texaco paid seven-figure judgment for misuse of copyrighted news material </li></ul></ul>
  7. 7. The guru speaks: Ralph Oman, former registrar of copyrights <ul><li>New development </li></ul><ul><li>What’s on the horizon </li></ul>
  8. 8. Copyright environment (con’t) <ul><li>SIIA (Software and Information Industry Association) has launched campaign to educate PR professionals and induce proper use of news clips </li></ul><ul><ul><li>“Carrot” (education) and “stick” (enforcement) </li></ul></ul><ul><li>Announced $300,000 “content piracy” settlement on August 16, 2007 </li></ul><ul><ul><li>Knowledge Networks had been routinely copying news clips from AP, Reed Elsevier, and UPI (all SIIA members) </li></ul></ul>Read the press release: SIAA educational resources: http ://
  9. 9. 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
  10. 10. SIIA banner ads on PRWeek
  11. 11. Sounds scary! How can I share and measure my media relations results?
  12. 12. Your options <ul><li>Option A: </li></ul><ul><ul><li>Cadillac CTS Says, Wagons Ho! </li></ul></ul><ul><ul><li>By Chris Woodyard, USA Today </li></ul></ul><ul><ul><li>Published: August 15, 2007 </li></ul></ul><ul><ul><li>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. </li></ul></ul><ul><ul><li> </li></ul></ul>
  13. 13. Option B
  14. 14. Only in America … <ul><li>In other countries, the needs of PR professionals are handled by organizations such as the NLA </li></ul><ul><li>The U.S. has no such body </li></ul><ul><li>Burrelles Luce first started to pursue licensing agreements with publishers in 1994, with the advent of digital media </li></ul>
  15. 15. Summary <ul><li>You can share news clips for purposes of media monitoring and measurement </li></ul><ul><li>There are new rules – and newly enforced rules – that govern this activity </li></ul>
  16. 16. For more information <ul><li>Copyright white paper ( </li></ul><ul><li>My contact information </li></ul><ul><ul><li>Steve Shannon, Burrelles Luce </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>800.631.1160 </li></ul></ul>