 How to Capitalize on Media Coverage (Case Study) Question: I'm helping a small nonprofit with its publicity effort. Recently, several flattering articles were published (in magazines, newsletters, and newspapers) about the organization. We want to post these as PDF files available for downloading in the newsroom section of the organization's website. Can you tell me what is "common practice" today in terms of "getting permission" from the publisher to post vs. simply posting articles about one's organization that have appeared in print? Thanks for any advice. – Carol Rugg Senior Communications Officer C.S. Mott Foundation Dear Carol, You've asked a great question. In this day and age of easy access to information, including news coverage, it's all too easy to forget copyright and permissions conventions. Due to the plethora of online publications so easy to cut-and-paste, these issues are more important than ever before. Unfortunately there's no easy answer. There is no universal approach to permissions on the part of print and online publications. The only absolute is that you should always ask for permission, whether you plan to reproduce content in hard copy or online. The issue is what's called "fair use." Frequently, publishers will allow nonprofits to use articles at no cost and don't require permission. However, others require a fee. In many cases, once a nonprofit requests reprint permission, and clarifies how it plans to use the reprint or online reproduction of an article, the fee will be waived. But you have to ask. Asking will get you more than the answer you need. Your request helps the publisher understand which articles are of greatest interest to its readers and why. That's the kind of information we all appreciate. To give you an idea of the range of permissions policies, I've excerpted a couple here: The Santa Barbara News-Press So Carol, go ahead and ask. At worst, you'll be asked to pay a fee and will then decide whether reprinting the article is worth that cost. At best, the fee will be waived and you'll have reinforced a good relationship with that publisher. © 2002-2008 Nancy E. Schwartz. All rights reserved. About the Author Nancy E. Schwartz helps nonprofits succeed through effective marketing and communications. As President of Nancy Schwartz & Company (www.nancyschwartz.com), Nancy and her team provide marketing planning and implementation services to organizations as varied as the Robert Wood Johnson Foundation, Center for Asian American Media, and Wake County (NC) Health Services. Subscribe to her free e-newsletter "Getting Attention", (http://www.nancyschwartz.com/getting_attention.html) and read her blog at http://www.gettingattention.org for more insights, ideas and great tips on attracting the attention your organization deserves. NOTE: You're welcome to "reprint" this article online as long as it remains complete and unaltered (including the copyright and "about the author" info at the end), and you send a copy of your reprint. Print this article Back to article archive Contact us today. © 2008, Nancy Schwartz & Company Revised April 12, 2008 |
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