{"id":145754,"date":"2024-03-25T16:30:32","date_gmt":"2024-03-25T15:30:32","guid":{"rendered":"https:\/\/www.vuelio.com\/uk\/?p=145754"},"modified":"2024-03-25T16:51:50","modified_gmt":"2024-03-25T15:51:50","slug":"want-to-share-your-media-coverage-but-struggling-to-make-sense-of-uk-copyright-laws","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/want-to-share-your-media-coverage-but-struggling-to-make-sense-of-uk-copyright-laws\/","title":{"rendered":"Want to share your media coverage, but struggling to make sense of UK copyright laws?"},"content":{"rendered":"

CIPR Midlands\u2019 Licensing Roundtable<\/a>, chaired by CIPR President Rachael Clamp, brought together Reach plc\u2019s Fergus McKenna, NLA\u2019s Josh Allcorn, CLA\u2019s Ossie Ikeogu, and Vuelio\u2019s Chris Wheeler to provide a rundown of the ins and outs of copyright for PRs. <\/strong><\/p>\n

While \u2018there\u2019s nothing straight-forward when it comes to licensing\u2019 – as Ossie admitted – here is our quick guide to keep you on the right track when sharing your coverage<\/a>.<\/p>\n

\"CIPR<\/p>\n

Why do PRs need to know about this stuff?<\/h2>\n

\u2018The way we get notified of coverage is completely different now – no scanning the papers in the morning for the right words,\u2019 said Rachael.<\/p>\n

As well as protecting PRs from sharing content in the wrong way (and racking up fees as a result), licensing protects publishing. And every creative industry, including PR and comms, needs published content.<\/p>\n

\u2018Licensing is a very important part,\u2019 said Reach plc\u2019s Fergus. \u2018Most people\u2019s engagement with us now will be through an app, and not directly through our printed papers or our websites.<\/p>\n

\u2018Publishers need to be wary of how they manage their IP, and get the most value they can from their content. That\u2019s why licensing organisations are vital – I don\u2019t know if publishers would have the bandwidth to do what they do for us\u2019.<\/p>\n

Josh added: \u2018Publishers need the PRs for the content, the publishers need the licensing bodies because they don’t have the bandwidth – we\u2019re all part of this content ecosystem. We need each other\u2019.<\/p>\n

Why are there two licensing orgs in the UK, and do PRs need to be members of both?<\/h2>\n

As the panel acknowledged, some other countries are served by one all-encompassing licensing organisation, but the UK has two. Why?<\/p>\n

NLA initially began in the mid-90s as a venture between the Financial Times and the Telegraph in a bid to find an easier way of allowing PR agencies, among others, to reuse and share their content.<\/p>\n

\u2018As a comms practitioner, when you send out PR, you want to hit as broad a market as possible,\u2019 explained Josh. \u2018For publishers, there\u2019s a broad range of rights. The NLA became a more efficient vehicle to put all that activity in one place.\u2019<\/p>\n

The CLA is a complimentary service, explained Ossie. But don\u2019t get the two confused.<\/p>\n

Formed in 1983 on the basis of Government recommendations to standardise copyright and collection of fees, CLA covers \u2018everything from printed to digital formats, books, magazines – that\u2019s our remit,\u2019 said Ossie.<\/p>\n

The NLA, in comparison, covers newspapers and a selection of magazines and media sites.<\/p>\n

Wouldn\u2019t it be easier to just have one governing licensing body in 2024? Maybe – but as Vuelio<\/a>\u2019s Chris explained:<\/p>\n

\u2018There are PR clients who don\u2019t need everything, so there are benefits to having two – less unnecessary content; more streamed down. Anything that makes this a simpler process for all is better.\u2019<\/p>\n

How can Vuelio help with licensing?<\/h2>\n

For support with the above – Vuelio<\/a> serves as an \u2018intermediary for clients and copyright organisations,\u2019 explained Vuelio\u2019s Chris.<\/p>\n

\u2018We deliver all those clips through. Our role is reporting back to the CLA and NLA for clients – that\u2019s what we do on a monthly basis for NLA, and quarterly for CLA.<\/p>\n

\u2018We become an advisor for many PRs in this respect. We help them decide what they need. Our clients may want to monitor themselves and their competitors, without everything else. It\u2019s about focusing on what PRs need, and getting fairness and transparency in the pricing as well.<\/p>\n

\u2018We catch up regularly with the licensing bodies to understand the difficulties for our clients, and be the voice of PRs. We\u2019re aiming to get to the point where the pricing and structure is understood by all, so it doesn\u2019t feel like one party is inflicting something on the other.\u2019<\/p>\n

Should PRs be wary of the NLA and CLA?<\/h2>\n

No, said all panelists – licensing organisations are here to help both sides of the PR and media ecosystem.<\/p>\n

\u2018These organisations aren\u2019t just waiting for an infringement – you can have a chat with somebody if you need help. Much like setting up with Vuelio, it\u2019s about finding the right thing for each circumstance,\u2019 said Rachael.<\/p>\n

Where copyright gets complicated\u2026<\/h2>\n

So far, so good – but what about the more confusing parts of copyright law? With the way content is shared constantly evolving, a number of scenarios were brought up during the session. The panel had answers for each:<\/p>\n

Sharing coverage on social safely<\/h3>\n

\u2018The social media explosion a few years ago muddied the waters because of how the platforms share content,\u2019 said Josh from the NLA point of view.<\/p>\n

\u2018Sharing a link to digital content on socials – there\u2019s no IP on that. And if I want to put a link on my site, that leads traffic back to the publisher, so that\u2019s okay, too. On X, if you\u2019re retweeting and sharing a publisher\u2019s post, you’re absolutely fine.\u2019<\/p>\n

\u2018But taking a headline from the article when sharing – you do need a license.\u2019<\/p>\n

Reach plc\u2019s Fergus agreed: \u2018If you are amplifying a publisher\u2019s communication, they\u2019re going to welcome that. But using the IP yourself, that\u2019s where there is a copyright issue.\u2019<\/p>\n

\u2018Unfortunately, the CLA license doesn\u2019t cover any social media use,\u2019 added Ossie. \u2018From my understanding, that\u2019s been something of a minefield, we haven\u2019t got the okay from our publishers yet. But rest assured that\u2019s something that\u2019s brought up every year.\u2019<\/p>\n

As summarised by Rachael – if you\u2019re sharing, liking, or reposting content – that\u2019s engagement for the publisher, and okay. But if you\u2019re sharing for your own engagement, like a quote repost on X, you\u2019ll need a license.<\/p>\n

When a publisher uses your press release<\/h3>\n

As explained by Josh – if the publisher makes an alteration to the copy, the copyright moves to the publisher. With no alteration to the press release, the PR would likely need no license for sharing.<\/p>\n

However, speaking from Reach plc\u2019s point of view, Fergus pointed out that publishing can change the ownership: \u2018The act of publishing takes on certain copyright protections. If we publish it, those are our words, that is our article. We would see that as being our piece.\u2019<\/p>\n

But don\u2019t worry – Vuelio makes this very simple so you won\u2019t get into trouble:<\/p>\n

\u2018There are websites that publish press releases word for word, but Vuelio excludes them from monitoring – that wouldn\u2019t be considered content.\u2019<\/p>\n

The grey area of Google Alerts<\/h3>\n

Google Alerts has changed the way coverage is shared with PRs\u2026 and sparked yet more questions around copyright.<\/p>\n

\u2018We would regard a snippet that does contain a headline, or some of the text, as sharing and, in effect, as copyright infringement. And that’s where the CLA license would come into effect,\u2019 said Ossie.<\/p>\n

Josh agreed: \u2018We have to be aware of the changes and how content is pushed out into the market. Google is obviously a free service – we have to determine what should be protected by copyright and what isn\u2019t. A link isn\u2019t serviceable, but an alert from Vuelio is copyright protected.<\/p>\n

\u2018We are constantly looking at how technology changes and making sure our licenses are fit for purpose.\u2019<\/p>\n

For how Vuelio can track your coverage and ensure you\u2019re sharing with your clients and colleagues correctly, find out more about Media Monitoring<\/a>. <\/em><\/p>\n

Find extra on the NLA in \u2018The PR guide to the NLA<\/a>\u2019. <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

CIPR Midlands\u2019 Licensing Roundtable, chaired by CIPR President Rachael Clamp, brought together Reach plc\u2019s Fergus McKenna, NLA\u2019s Josh Allcorn, CLA\u2019s Ossie Ikeogu, and Vuelio\u2019s Chris Wheeler to provide a rundown of the ins and outs of copyright for PRs.<\/p>\n","protected":false},"author":423,"featured_media":145749,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[7365,7272,3725,3729],"tags":[],"_links":{"self":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/145754"}],"collection":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/users\/423"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/comments?post=145754"}],"version-history":[{"count":5,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/145754\/revisions"}],"predecessor-version":[{"id":145765,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/145754\/revisions\/145765"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media\/145749"}],"wp:attachment":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media?parent=145754"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/categories?post=145754"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/tags?post=145754"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}