Copy, right
A CIPR webinar aimed to improve relationships between the public relations industry and intellectual property licencing agencies.
For as long as I can remember, the public relations industry has had a fractious relationship with the Newspaper Licensing Agency (NLA) and the Copyright Licensing Agency (CLA).
The Chartered Institute of Public Relations (CIPR) Midlands group hosted a lunchtime webinar to bridge the gap.
The NLA and CLA collect licence fees on behalf of publishers from public relations agencies and in-house corporate communications and public relations teams. Their purpose is to protect publishers' intellectual property rights and ensure fair compensation for content creators.
The session was chaired by Rachael Clamp, CIPR President and included panellists Chris Wheeler from Vuelio, Fergus McKenna from Reach PLC, Ossie Ikeogu from the CLA, and Josh Allcorn from the NLA.
As public relations practitioners, we might not like paying licence fees, but they are an important part of the media ecosystem and a source of revenue for magazine and newspaper publishers.
Practitioners are ethically obligated to respect intellectual property rights and ensure that their organisation complies with licensing requirements.
Historically, there has been a perception that the CLA and NLA are more focused on enforcing compliance and collecting fees than on fostering a collaborative partnership with the public relations industry.
Public relations practitioners consider licensing requirements overly complex, burdensome and punitive.
The webinar made the case for moving beyond this tension and mistrust. All parties need to move to a more cooperative and transparent relationship.
The NLA and CLA serve complementary but distinct roles in licensing content from newspapers, magazines, books, and digital sources. While there are some areas of overlap, the two organisations work together to ensure comprehensive coverage and fair compensation for publishers and content creators.
Licensing requirements can vary depending on factors such as the type of content being used, the purpose of its use, and the size of the organisation. Both organisations stressed that they don’t exist to catch organisations out and will help practitioners understand licencing models.
Public relations practitioners are advised to consult with the NLA and CLA to determine the most appropriate licensing options for their specific needs. Visit the NLA and CLA websites to check out licence details.
The session raised the question of why the public relations industry should pay copyright fees when it is the original source of content. Copyright is typically passed to the publisher as part of the editorial process unless rights are retained in a special agreement.
The rise of digital media and social platforms has introduced new challenges in protecting intellectual property rights. The NLA and CLA continuously adapt their frameworks to keep pace with technological advancements and ensure that content creators are compensated.
Thanks to the CIPR Midlands group for hosting this event. It was a helpful discussion and knowledge sharing on a complex issue. It helped to demystify the licensing landscape and encouraged practitioners to take a professional perspective of licensing requirements.
