PRIA Signs On With Copyright Agency

PRIA Signs On With Copyright Agency

The Public Relations Institute of Australia’s Registered Consultancy Group has this week signed a landmark three year national agreement with the Copyright Agency after more than six months of negotiation.

The agreement came into effect immediately.

Key agreement elements include:

  • Establishment of self-regulation for Registered Consultancy Group members
  • Creation of safe-harbour provision for members in the event of a copyright breach
  • Discount on copyright licences
  • Provision of specialist copyright support resources by Copyright Agency Limited
  • Capacity for consultancies to sell discounted copyright licences to clients

Under the terms of the deal, members of the Public Relations Institute of Australia’s Registered Consultancy Group (RCG) are now subject to self regulation in relation to potential copyright breaches.  This includes the creation of a safe-harbour provision for RCG members which provides an amnesty from fines, provided correct licences are put in place.

RCG members will also receive discounts on the cost of copyright licences, have future  preferred reseller arrangements to provide licences to their own clients and will receive specialist copyright support and resources from Copyright Agency, many of which will be co-developed with the Registered Consultancy Group.

Copyright Agency has committed to a contribution from licence fees to fund PRIA RCG related projects and initiaitves.

According to Copyright Agency, the agreement is one of the first globally to be introduced between a copyright management and collection organisation and a communication consultancy industry body.

Ross McCaul, Director Commercial Licencing for Copyright Agency said, “PR Agencies thrive in a dynamic intermediary role, connecting clients with their markets and stakeholders through media and expert advice.

“This is a pioneering agreement and provides preferable terms for RCG members on licences that deliver both a communication platform for sharing published material with clients, and a copyright compliance framework for day to day office activity. Importantly this deal shows PRIA RCG’s members hold themselves to a higher level of scrutiny and accountability.

“Copyright Agency sees the signing of this national agreement as a first step in a long term partnership.  We will work with PRIA RCG’s over time to improve our licence products and provide support to further develop copyright expertise among PRIA RCG members as an advanced skillset and service differentiator.  RCG members have already begun to leverage their role as trusted advisor to promote copyright compliance as a best business practice to their clients,” McCaul said.

Adam Benson, National Chair of the Registered Consultancy Group, said, “Many PR consultancies use a large amount of copyrighted content every day as part of their work.  Through this national agreement we have, for the first time, a recognised understanding by rights holders and their collection agency that Registered Consultancy Group members understand and comply with copyright requirements as a matter of good business practice.”

Adam Benson said, “We take compliance seriously. Our members are educated and aware of when they need CAL licences and CAL has developed licences that suit our specific requirements. This is why the safe harbour provision was agreed to by CAL.  It gives our members the opportunity avoid penalties and put the correct licence in place if there is oversight on their part.

“This agreement is significant and we look forward to working with all of our members and CAL to continue to build value around our relationship,” Benson said.




Latest News

Avenue C Nabs Paula Lopes From KINESSO
  • Marketing

Avenue C Nabs Paula Lopes From KINESSO

Leading independent media agency, Avenue C, is thrilled to announce the appointment of Paula Lopes as Digital Director. Paula, a seasoned professional with over 17 years experience in the media industry, joins Avenue C from her role as Chief Operations Manager of KINESSO (merger of Reprise, Matterkind, and Kinesso specialities).

oOh!Media Fuses People & Performance At National Annual Revenue & Growth Conference
  • Advertising

oOh!Media Fuses People & Performance At National Annual Revenue & Growth Conference

oOh!media brought together more than 260 of its sales, operations, commercial, marketing, finance and leadership teams last week for its national annual revenue and growth conference. Held over two days at the picturesque Rydges Resort in Hunter Valley, the event ‘Fusing people and performance’ focussed on how to build a high-performance mindset and how it […]

Free TV Welcomes Government’s Prominence & Anti-Siphoning Framework
  • Media

Free TV Welcomes Government’s Prominence & Anti-Siphoning Framework

Free TV has welcomed the federal government’s ongoing commitment to ensuring that all Australians can access their local free television services on connected TVs through the introduction of legislation to implement a prominence framework in coming days. Free TV CEO Bridget Fair (lead image) said: “Right now, Australian viewers are being steered in the direction […]

Tyreright Appoints 27 Degrees Media
  • Marketing

Tyreright Appoints 27 Degrees Media

New-generation media agency 27 Degrees Media has been appointed to manage digital media for national tyre retailer Tyreright in one of its first Australian client signings. Lead Image: Loan Morris – 27 Degrees Media CEO Under the partnership, 27 Degrees Media will be responsible for all digital media strategy, planning and buying, along with influencer […]

farsiight Unveils New Market Positioning Putting Growth for Good Over Growth At All Costs
  • Marketing

farsiight Unveils New Market Positioning Putting Growth for Good Over Growth At All Costs

Brisbane performance agency farsiight has announced the launch of its new market positioning, Growth for Good, in response to a changing business landscape, marking a departure from a “growth at all costs” mentality that has defined the industry in recent years. Agency founders and brother duo, Josh and Ben Somerville, envision Growth for Good as […]

By Land Or By Sea: GoTransit Offers Options Galore For Transit Advertisers In Newcastle
  • Advertising

By Land Or By Sea: GoTransit Offers Options Galore For Transit Advertisers In Newcastle

Australia’s largest privately owned transit media supplier, GoTransit Media Group, now offers unprecedented options for transit advertising in Newcastle – on both land and sea following their successful tender to supply interior advertising inside the popular Stockton Ferries. The national transit media company is already well acquainted with the thriving NSW market, having successfully operated […]

‘People First Bank’ Heritage & People’s Choice Bank Unified
  • Marketing

‘People First Bank’ Heritage & People’s Choice Bank Unified

Heritage and People’s Choice have launched People First Bank, the new name for positive change in banking Australia’s largest customer-owned bank has unveiled its new brand, announcing that Heritage and People’s Choice will be unified under the new name of People First Bank. Chairman Michael Cameron said the highly anticipated new brand offered a compelling […]

L’Oréal Aus & NZ Partner With Great Barrier Reef Foundation, Announcing Large Investments
  • Marketing

L’Oréal Aus & NZ Partner With Great Barrier Reef Foundation, Announcing Large Investments

L’Oréal Groupe Australia and New Zealand have announced one of the largest investments to the Great Barrier Reef Foundation to pioneer new coral restoration efforts in the region. L’Oréal Groupe Australia and New Zealand have announced today a new partnership with the Great Barrier Reef Foundation (GBRF), to help coral reefs withstand the devastating impacts […]

Media.Monks Names Matthew Godfrey EVP, Head Of Content In APAC
  • Marketing

Media.Monks Names Matthew Godfrey EVP, Head Of Content In APAC

Effective immediately, S4Capital’s operating brand Media.Monks, a digital-first marketing and advertising services company, has appointed Matthew Godfrey to lead its APAC Content practice. With over 15 years of experience leading innovative businesses in the Asia-Pacific region, Godfrey will support a best-in-class senior leadership team across the region as EVP, head of content, APAC. He joins […]