1. You Too: Social Media Boot Camp & Leadership Summit Copyright Compliance in the Digital World Steve Shannon, Executive Vice President March 7, 2008

2. 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. 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  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. 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. 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: www.siia.net/press/releases/Antipiracy_KN-settlement- release.pdf

7. 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 www.prweekus.com/Copyright-compliance-is-easy- choice/article/57853/

8. 8 SIIA banner ads on PRWeek

9. 9 Sounds scary! How can I share and measure my media relations results?

10. 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. www.nytimes.com/2007/06/14/technology/14camera.html?scp= 1&sq=canon+s5+is&st=nyt

11. 11 Option B

12. 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  BurrellesLuce first started to pursue licensing agreements with publishers in 1994, with the advent of digital media

13. 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. 14 For more information  Copyright white paper (burrellesluce.com/knowcopyright)  My contact information  Steve Shannon, BurrellesLuce  sshannon@burrellesluce.com sshannon@burrellesluce.com  800.631.1160