What PR agencies need to know about the CLA

In PR, success is measured in visibility. That means getting coverage in the right titles, shared with the right people, at the right time. But when it comes to sharing that success, copyright compliance can be difficult to navigate. Whether you’re distributing press clippings to clients, showcasing coverage on your website, or using published content in campaign reports, you need permission to do so.

You may already be familiar with NLA media access, which licenses the reuse of newspaper, magazine, and news website content. But what about the huge range of other published material, like books, journals, magazines, and websites? That’s where the Copyright Licensing Agency (CLA) comes in.

What is the CLA?

The CLA, a regulated not-for-profit organisation, licenses organisations to lawfully use, copy, and share text and image-based content owned by authors, publishers, and visual artists. Revenues are distributed to owners, ensuring fair compensation for rights holders and support for the UK’s creative economy.

Through its collective licences, CLA provides blanket permissions to reuse millions of books, journals, magazines, and websites, including international titles from the US and beyond. Its licences allow businesses, public sector bodies, and educational institutions to copy, share, and reuse content without infringing copyright.

For PR and advertising agencies, this means you can legally share coverage, insights, and published materials with clients and colleagues, without the risk.

CLA and NLA: What’s the difference?

It’s a common misconception that one licence covers all published content. In reality, CLA and NLA media access manage different repertoires:

• CLA covers books, journals, most magazines, and over 10,000 websites.
• NLA covers UK national and regional newspapers, selected magazines, and around 4,000 websites.

There’s no overlap. If your agency shares content from both sets of sources, you’ll need both licences to stay compliant.

Why copyright compliance matters in PR

PR and marketing campaigns often rely on high-impact words, compelling visuals, and timely media coverage. But taking content from the internet or forwarding articles without permission can lead to serious consequences, including fines, reputational damage, and even the loss of a client.

One of the biggest fears among agencies is a client being contacted by a copyright holder because reused content wasn’t properly cleared. Another is having to scrap a campaign because the creative assets can’t be legally used. These risks are real and avoidable.

Copyright compliance isn’t just about avoiding mistakes. It’s about building trust, demonstrating professionalism, and protecting the creative ecosystem that PR relies on.

Which CLA Licence do PR agencies need?

There are two main CLA licences relevant to PR and comms teams:

Business Licence

The CLA Business Licence gives organisations blanket permission to copy, print, scan, and digitally share (e.g. email or upload) published content internally, covering:

• Intranets and shared drives
• Internal emails and presentations
• Campaign planning and team collaboration

It also includes Workplace Generative AI permissions, allowing teams to use published content as prompts in permitted AI tools for things like summarisation, ideation and analysis.

Media Consultancy Licence

Designed specifically for PR, advertising and communications agencies, the Media Consultancy Licence is an essential add-on to the main CLA Business Licence, empowering PR and media agencies to lawfully share content with their clients.

It’s ideal for agencies that report on media coverage, showcase results, and want to ensure copyright compliance while doing so.

What publications are covered?

With a CLA licence, you are permitted to copy and share millions of publications, including books, journals, magazines and websites. CLA’s Check Permissions search tool lets you see what you can copy, share or re-use legally under each type of licence.

Why licensing builds credibility

Retained clients are the holy grail for PR agencies. And while great campaigns and strong results are essential, credibility plays a huge role in client retention. That credibility isn’t just built through awards or viral success, it’s built through professionalism, transparency, and ethical practice.

Licensing helps agencies:

• Avoid legal pitfalls and protect clients
• Streamline internal processes with blanket permissions
• Build trust through transparent reporting
• Support the creative industries that fuel PR success

Amplify your coverage with peace of mind

With a CLA licence, agencies can also republish up to five articles at a time on their websites, perfect for showcasing media coverage and building credibility. It also enables smarter client consultancy, helping clients understand their media landscape and the impact of PR efforts.

And yes, it makes you look good. Licensing demonstrates professionalism, respect for creators, and a commitment to ethical practice, all qualities that resonate with journalists, clients, and partners alike.

Want to Learn More?

Explore the CLA website to find the right licence for your agency, search the repertoire, or speak to the CLA team for tailored advice.

For more about copyright licencing, read our PR guide to the NLA.