Guidelines for Using Copyrighted Materials

Public relations personnel can avoid costly lawsuits by observing the following guidelines:

• Ideas cannot be copyrighted, but expression of those ideas can be.

• Be careful about using the titles of movies, books, and songs as themes for public relations materials and programs.

• News releases and publicity photographs are not ordinarily copyrighted be­cause their purpose is widespread distribution and use by the media.

• Major public relations materials (brochures, pamphlets, newsletters, videotapes, and position papers) should be copyrighted if only to prevent unauthorized use and copying of the format by competitors.

• Copyrighted material intended to advance the sales and profits of an organiza­tion should not be used unless permission is obtained.

• Copyrighted material should not be taken out of context, particularly if it im­plies endorsement of the organization's products or services

• Reprints of an article should be ordered from the publisher.

• Permission must be obtained from the copyright owner to use segments of popular songs (written verses or sound recordings)

• Permission is required to use segments of television programs or motion pic­tures.

• Photographers retain rights to negatives, and permission must be obtained to reprint photos for uses other than originally agreed on.

• Photographs of celebrities living or dead cannot be used for promotion and publicity purposes without permission

• Permission is required to reprint cartoons and cartoon characters. Cartoons, like other artwork and illustrations, are copyrighted.

• Government documents are not copyrighted, but caution is necessary if the material is used in such a way as to imply endorsement of products or services.

• Private letters, or excepts from them, cannot be published or used in sales and publicity materials without the permission of the letter writer.