The rules have definitely changed. Digital content is easy to share, but even the most well-intentioned sharing of press clips may violate copyright law. Steve Shannon, executive vice president of BurrellesLuce discussed how to best share media clips social media, online news and video. Publishers are nervous right now. Monetizing content has risen to the forefront. Publishers realize PR professionals want to comply with the law, but do not want sharing of media relations results to interfere with their livelihoods.

Key take-aways from this session:

  • Copyright protections first put into place in Britain in 1710.
  • Business always outpaces the law. There is very little case law regarding social media and online works, but there are several settlements and informal agreements in place.
  • Information yearns to be free, but it still costs money to produce content.
  • Content producers permit news monitoring, but want to be assured the value of their property is acknowledged and protected. Publishers like link love.
  • Use monitoring/clipping suppliers who have secured permissions to distribute content.
  • Know how to share and measure media relations results without violating copyright.
  • Violators will be subject to penalties.
    1. SIIA (Software and Information Industry Association) has launched campaign to educate PR professionals and induce proper use of news clips.
    2. SIIA settled first case August 16, 2007: $300,000 “content piracy” settlement.
    3. SIIA Op-Ed in PR Week

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