Compiling a press review has become essential for companies and institutions. It entails searching various media for relevant topics and keywords. The found articles and reports are summarized in a press review.
Some companies task external agencies with this work, for example media monitoring companies, while other companies transfer this work to their press department. Should your company have decided to compile its own press review, certain things must be taken into consideration.
You need a liscence to reproduce your press reviews
Newspaper content is usually the intellectual property of the journalist or the publisher. In such a case, a license is always required to reproduce or publish an article, which is of course subject to charges.
Pay the license fee to the VÖZ or the Publisher
The license fee is payable either directly to said publisher or the Association of Austrian Newspapers (VÖZ). The VÖZ offers a Press-Documentation-System (PDN) which allows you to obtain licenses for you press review from over 100 newspapers and magazines.
media monitoring companies offer legal certainty under copyright law
Austria’s leading media monitoring companies, among them CLIP Mediaservice, are partners of the VÖZ and handle the processing of license fees for their customers. At CLIP Mediaservice the VÖZ fee is already included in the price for a clipping and is not billed separately. Therefore, a press review created by a media monitoring company provides legal certainty under copyright law.
A license fee is not always necessary
There are exceptions which do not require a license fee. Some newspaper content is not covered by copyright law, among them current short news items, advertisements, regulations and forthcoming events.
Additionally, companies are allowed to create up to ten paper copies of a press review for their own use without the consent of the copyright holder. This exception does not apply to digital clippings.
Further information: http://www.pressespiegel-lizenz.at/
After clarifying the legal issues surrounding your press review, there are tips and tricks on how to make it to create and maintain your press review efficiently.
CREATE YOUR PRESS reviews regularly
Press reviews are always part of the reporting system in management. They provide leadership with a good overview of how the company or organization is viewed from the outside. In order to present a complete picture, it is important to prepare press reviews at regular intervals, but preferably daily.
Create your press reviews early in the morning
When creating your press review daily, do so early in the morning. This way the company’s executives are informed early about the daily reporting. In the case of negative reporting, a quick reaction often helps smooth the waves.
Add Metadata to your press review
Beyond the content of the article, there is information that is equally important. Of course, the medium, date, page number and the author’s name must be listed in the clipping. However, information, such as the circulation numbers or the coverage of the medium are of great importance for further work with the clipping.
ARchive your press reviews to use them errffectively
By analyzing the press review, both quantitative and qualitative statements can be made about the success of your press work. For example, an advertising value equivalency-analysis determines the monetary value of your press work, while a media resonance analysis shows whether media coverage was more positive, negative or neutral.
