PR 3310Principles of Public Relations

Thursday, 6/18/09

Class Objectives

Hand in Paper 2 Presentations: J. Durant and A. Ash Lecture

Ch. 13, New technologies and copyright Introduce Ex. 4

Homework assignments Presentations tomorrow: M. Guerroro-Bacon

and J. Nicholas Read chapter 13 in book Ex. 4 due Monday (6/22) at 12:05 pm

What is a copyright

Protection of your intellectual property (specifically, works fixed in any tangible medium of expression) Your copyright protects your particular form of expression

that resulted in a book, poem, music, sculpture, movie, letter, email or other printed material, sound, or visual art

Is not indefinite, has a limited lifespan (more about this later)

Copyright symbol © Recent copyrights in the news

Movie piracy, Wolverine leak on Internet Images, Obama poster designer,

http://www.wired.com/threatlevel/2009/03/ap-blasts-obama/

Copyright Laws

What are a copyright laws? Grants the author six exclusive rights the right to reproduce the work the right to create derivative works based upon the

original work the right to distribute copies of the original work

(sale,rental,license, assignment, or otherwise) the right to publicly perform the work the right to display the work the right to prevent distortion, modification, or mutilation

of the work

Source: http://www.copyright.gov/

Copyrights What do the 6 rights actually mean?

Author has the right to stop other parties from Making copies of the work Making changes to the work or creating new works

based on the original work Distributing the work Publishing the work Licensing the work to others Otherwise exploiting the work

U.S. Copyrights

How long do they last? Works before 1923 are in the public domain Works from 1923-1978 =life of creator + 70 years Works from 1978- present copyrighted by individuals =life

of creator + 70 years Works from 1978- present by or for corporations = 95 years

from publication or 120 years from creation, whichever is shorter.

Copyrights- limitations Rights are subject to certain limitations One of these limitations is the "fair use"

exception. Permits use of a work, even without the

consent of the author or copyright owner, for certain limited purposes

Purposes include uses for criticism, comment, teaching, news reporting, scholarship or research

Copyrights-considerations

Deep pockets- show me the money How much money is being made off of your

copyrighted property? Non-profit vs for profit International arena has much looser

standards on copyrights than U.S.

Where to file a copyright

Do you need to file a copyright? No. But it helps protect the work from being replicated

without the author’s consent File with the U.S. Copyright Office How much does it cost to register your work?

$35 to file claim, if approved another $45 Why should you pay to register your work?

Ability to sue Statutory Damages

Can be awarded up to $100,000 plus attorney fees and court costs

What is a trademark

Names, logos, colors, words, sounds, and other identifying marks used in commerce

Examples: Coca-cola logo, roar of the MGM lion, Can you hear me now?

Can be maintained indefinitely as long as they are being used in business

Trademark symbols ™ = unregistered ® = registered

Filing a trademark

In the U.S., file a trademark with the United States Patent and Trademark Office

Basic cost for filing a trademark is $325 Do I have to file or register my trademark?

No, but it helps to prove original ownership

Question

Is everything you create automatically copyrighted or trademarked to you?

• Yes, but registering them helps protect them from being used by others (gives you a stronger case in court)

• No, depending upon your job, the company/school may actually own your work• You would not have created the work had

you not been hired by them

Question

• If I base a design of my own on someone else's copyrighted or trademarked design- is this legal?

• Yes and no• No- depending upon similarity (if you only

change font= no, 80% change = yes)• Did you create your own graphics or steal

others?• Do they have a copyright lawyer• Is the design popular in your trade?

Estimates

Countries notorious for not stopping pirating China, Russia, India, Canada

Baidu, a Chinese search engine that offers links to sites offering pirated material.

According to the legislators and executives, Canada has a policy permitting large shipments of illegal movies and music to pass from that Canada to the United States.

Comparison of on-line and off-line technologies (table 13.1, page 338) Geographically constrained vs. global Gatekeepers/editors vs. mainly none Slow feedback vs. potentially immediate General interest vs. narrow interest (normally) High production costs vs. potentially low Professional communicators vs. non

Skill set ranges Ad-driven versus ? as an income

Familiar Technologies

Blogs in plain english, http://www.youtube.com/watch?v=NN2I1pWXjXI&feature=channel

Podcasting in plain english, http://www.youtube.com/watch?v=y-MSL42NV3c&feature=channel

Wikis in plain english, http://www.youtube.com/watch?v=-dnL00TdmLY&feature=channel

RSS Feeds

On-line, the power of a graphic is that it can be “threaded” with current information Rss feeds of changing news information, headlines,

audio, video, etc. Information is sent to your reader Can be on web sites, desktops, and mobile As a designer, how can you manipulate this

graphically? (notice you’re at the mercy of the reader) What an RSS is in plain English:

http://www.youtube.com/watch?v=0klgLsSxGsU Example Rueters news,

http://www.reuters.com/tools/rss

Digital Signage

Multi-touch interfaces: Primarily for advertising, http://www.gesturetek.com/illuminate/productsolutions_illuminatetable.php

Digital billboards (have one here at Tech) and immersive technologies, http://news.cnet.com/1606-2_3-50003063.html

Augmented reality

Experts expect augmented become more embedded in everyday life Virtual reality is entire world, augmented = virtual objects

added to a real world scene For learning, medical operations, navigating around a real

world landscape http://www.youtube.com/watch?v=ZKw_Mp5YkaE

In entertainment, baseball cards, http://www.youtube.com/watch?v=QAjEGqGnpFI&feature=related

Interactivity with marker while using mobile phone, http://www.youtube.com/watch?v=_0bitKDKdg0&feature=related

Future of the Internet According to a Pew 2008 study,

http://www.pewinternet.org/Reports/2008/The-Future-of-the-Internet-III.aspx Experts expect the mobile phone will become the primary

device for online access

There are more mobile phone owners in the world than there are pc or laptop owners:* Esp. in countries where landline infrastructure doesn’t exist* Other countries (China), mobile phone is seen more as a status symbol* The mobile phone is becoming more like a mobile computer

Tracking Youtube viewers

Youtube’s Insight analytics Have to sign in Gives feedback about when and where the

video was being viewed, or how it was being rated online.

Not very successful due to software issues not loading

Tracking web users

Google Analytics Have to have a Google Account, and can only access

your web site (need to get to HTML) Provides information about those viewing your web site

How long visitors stay Repeat visits Bounce rate (visitors who click on one page and then

leave the site.. don’t go deeper into the web site; want this to be a low number)

Page views per visitor. Also works with Youtube so you can see if your video

campaigns are going viral http://news.ebrandz.com/google/2009/2629-google-

expands-analytics-to-track-youtube-viewer-data.html

How can you find out what audience is thinking? Google trends shows the most popularly searched

terms (from around the world) from the beginning of 2004 to now http://www.google.com/trends

Notice the time chart (try chia pet) Location and language (Try swine flu vs. h1n1) Notice which type of web page is first to post the news

(most say blogs but look at the URL to be sure) Hot Trends highlights searches that experience sudden

surges in popularity, and updates that information hourly.

Searching Google Trends

Do a search using keywords and see more Which countries searched the term the most What languages were used to search Timeline of search term above news

references Put in a comma between words to do a

comparative search Between your client’s product (peanut butter)

and the problem (salmonella)

Google News Timeline and Content Analysis Go to a beta version of Google News

Timeline (which is different than Google News) and type in a story name http://newstimeline.googlelabs.com/ See how many stories appear, on what days,

and who covered them