PR 3310 Principles of Public Relations Thursday 61809

PR 3310 Principles of Public Relations Thursday, 6/18/09

Class Objectives n Hand in Paper 2 n Presentations: J. Durant and A. Ash n Lecture n Ch. 13, New technologies and copyright n Introduce Ex. 4 n Homework assignments n Presentations tomorrow: M. Guerroro-Bacon and J. Nicholas n Read chapter 13 in book n Ex. 4 due Monday (6/22) at 12: 05 pm

What is a copyright n Protection of your intellectual property (specifically, works fixed in any tangible medium of expression) n 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 n Is not indefinite, has a limited lifespan (more about this later) n Copyright symbol © n Recent copyrights in the news n n Movie piracy, Wolverine leak on Internet Images, Obama poster designer, http: //www. wired. com/threatlevel/2009/03/ap-blastsobama/

Copyright Laws n What are a copyright laws? Grants the author six exclusive rights n n n 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 n What do the 6 rights actually mean? n Author has the right to stop other parties from n Making copies of the work n Making changes to the work or creating new works based on the original work n Distributing the work n Publishing the work n Licensing the work to others n Otherwise exploiting the work

U. S. Copyrights n How long do they last? n n 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 n Rights are subject to certain limitations n One of these limitations is the "fair use" exception. n Permits use of a work, even without the consent of the author or copyright owner, for certain limited purposes n Purposes include uses for criticism, comment, teaching, news reporting, scholarship or research

Copyrights-considerations n Deep pockets- show me the money n How much money is being made off of your copyrighted property? n Non-profit vs for profit n International arena has much looser standards on copyrights than U. S.

Where to file a copyright n Do you need to file a copyright? n No. But it helps protect the work from being replicated without the author’s consent n File with the U. S. Copyright Office n How much does it cost to register your work? n $35 to file claim, if approved another $45 n Why should you pay to register your work? n Ability to sue n Statutory Damages n Can be awarded up to $100, 000 plus attorney fees and court costs

What is a trademark n Names, logos, colors, words, sounds, and other identifying marks used in commerce n Examples: Coca-cola logo, roar of the MGM lion, Can you hear me now? n Can be maintained indefinitely as long as they are being used in business n Trademark symbols ™ = unregistered n ® = registered n

Filing a trademark n In the U. S. , file a trademark with the United States Patent and Trademark Office n Basic cost for filing a trademark is $325 n Do I have to file or register my trademark? n No, but it helps to prove original ownership

Question n 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 designis 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 n Countries notorious for not stopping pirating n China, Russia, India, Canada n n 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) n Geographically constrained vs. global n Gatekeepers/editors vs. mainly none n Slow feedback vs. potentially immediate n General interest vs. narrow interest (normally) n High production costs vs. potentially low n Professional communicators vs. non n Skill set ranges n Ad-driven versus ? as an income

Familiar Technologies n Blogs in plain english, http: //www. youtube. com/watch? v=NN 2 I 1 p. WX j. XI&feature=channel n Podcasting in plain english, http: //www. youtube. com/watch? v=y. MSL 42 NV 3 c&feature=channel n Wikis in plain english, http: //www. youtube. com/watch? v=dn. L 00 Tdm. LY&feature=channel

RSS Feeds n On-line, the power of a graphic is that it can be “threaded” with current information n Rss feeds of changing news information, headlines, audio, video, etc. n Information is sent to your reader n Can be on web sites, desktops, and mobile n 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=0 klg. Ls. Sx. Gs. U Example Rueters news, http: //www. reuters. com/tools/rss

Digital Signage n Multi-touch interfaces: Primarily for advertising, http: //www. gesturetek. com/illuminate/product solutions_illuminatetable. php n Digital billboards (have one here at Tech) and immersive technologies, http: //news. cnet. com/1606 -2_350003063. html

Augmented reality n Experts expect augmented become more embedded in everyday life n Virtual reality is entire world, augmented = virtual objects added to a real world scene n For learning, medical operations, navigating around a real world landscape http: //www. youtube. com/watch? v=ZKw_Mp 5 Yka. E n In entertainment, baseball cards, http: //www. youtube. com/watch? v=QAj. EGq. Gnp. FI&feature=re lated n Interactivity with marker while using mobile phone, http: //www. youtube. com/watch? v=_0 bit. KDKdg 0&featur e=related

Future of the Internet n According to a Pew 2008 study, http: //www. pewinternet. org/Reports/2008/The-Future-of-the. Internet-III. aspx n Experts expect the mobile phone will become the primary device for online access There are 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 n Youtube’s Insight analytics n Have to sign in n Gives feedback about when and where the video was being viewed, or how it was being rated online. n Not very successful due to software issues not loading

Tracking web users n Google Analytics n Have to have a Google Account, and can only access your web site (need to get to HTML) n Provides information about those viewing your web site n How long visitors stay n Repeat visits n 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) n Page views per visitor. n Also works with Youtube so you can see if your video campaigns are going viral n http: //news. ebrandz. com/google/2009/2629 -googleexpands-analytics-to-track-youtube-viewer-data. html

How can you find out what audience is thinking? n Google trends shows the most popularly searched terms (from around the world) from the beginning of 2004 to now n n http: //www. google. com/trends n Notice the time chart (try chia pet) n Location and language (Try swine flu vs. h 1 n 1) n 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 n Do a search using keywords and see more n Which countries searched the term the most n What languages were used to search n Timeline of search term above news references n Put in a comma between words to do a comparative search n Between your client’s product (peanut butter) and the problem (salmonella)

Google News Timeline and Content Analysis n 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/ n See how many stories appear, on what days, and who covered them n