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CAP 105 Lesson X: Professional Living Online

Other things you need to know about being a PR/Advertising professional in the digital age.

Derek DeVries

on 8 April 2015

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Transcript of CAP 105 Lesson X: Professional Living Online

CAP 105
Lesson X

Making Your Digital Life Easier
Protecting Sensitive Information Online
Chris Hardwick on "Real Time with Bill Maher"
Friday, January 9, 2015 | Episode 338

Thinking for the Digital World
"13 Lessons for Design's New Era"
[Wired Magazine | Oct. 2014]
The Burberry Revolution
"We started as a retail organization, having one-on-one conversations with customers. Digital platforms allow us to do that again, while also revealing trends that are useful for new products. For example, we often use our website Art of the Trench for design inspiration. It lets us see a trench coat translated zillions of different ways. Sometimes people say, 'Wish you would do this kind of a coat.'"
Christopher Bailey [Burberry Creative Director Turned CEO]
Life in
The "Big Idea"
The Complexity of Context
"throw it over the fence"
10 Words to Avoid in Your Press Releases
Cutting Edge/Bleeding Edge
Outside the Box
Industry-Leading / Leader
World Class
PR News | by Matthew Schwartz | 06/16/2014
New Thinking for Old Things
Press Releases
1859 Western Union "92 Code"
Developed shorthand symbols for sending telegrams to save time/space (bandwidth).

Was important when we used to send "faxes" to note the last page had been received. Still being used, however.
The Forbes 45 Most Annoying Business Jargon Terms
Writing PRs for Digital
Need to think about:

Social Media Sharing
Multimedia Age
Journos Need More Content
SEO and Press Releases
Keep titles to less than 55 characters
(incl. spaces)
Meta Description: keep to under 160 characters
(incl. spaces)
Think of what single keyword describes the PR and include it in the (1) title, (2) description and (3) content of the release
Format for Sharing
All your web content should be formatted for easy sharing - so it needs to have:
(<55 characters)
(<160 characters)
(w/ alt tag)
For Example:
(2) Generic / No Page Title
(3) No Meta Description
(1) Image Included / Tagged
(2) Title Included (& good length)
(3) Meta description (& good length)
Intellectual Property (IP) Law
Intellectual Property
"a work or invention that is the result of creativity, such as a manuscript or a design, to which one has rights and for which one may apply for a patent, copyright, trademark, etc."
Don't Use or Take Credit for the Work of Others
Fair Use:
"a limitation and exception to the exclusive right granted by copyright law to the author of a creative work."
Fair Use Conditions:
The purpose and character of the use, including whether such use is of commercial nature or is for nonprofit educational purposes
The nature of the copyrighted work
The amount and substantiality of the portion used in relation to the copyrighted work as a whole
The effect of the use upon the potential market for, or value of, the copyrighted work
Creative Commons:
(your friend, most of the time)
Case Studies:
Loss of Reputation
Loss of Access to Social Media Properties
Civil Penalties (Lawsuits)
Digital Millennium Copyright Act (DMCA)
Written by RIAA and MPAA (passed with heavy lobbying in 1998)
Civil Penalties: $2,500 per violation up to $25,000
Criminal Penalties: fine <$500,000 and/or 5 years in prison
Politician Cameo$
Loss of Access to Properties
Twagiarism and RTs
Sony Hack
Business Jargon Dictionary
Strong Passwords
Use made-up words or incomplete words
Unique from other passwords
Contains upper-case and lower-case characters
Contains a number
Contains at least one keyboard symbol: ` ~ ! @ # $ % ^ & * ( ) _ - + = { } [ ] \ | : ; " ' < > , . ? /
"Other People's Content"
Most Shared Videos On Facebook Reveal Companies and Stars Stealing for Self Promotion by Dan Milano
Sharing vs. Stealing
Are you giving credit to the original author / creator?
Does your use preserve the original context of the work? (RT, Share, Re-Pin)
Beware any time you are uploading content yourself
Managing Digital Assets
Managing Digital: Big Picture
Think long-term
Think succession planning
Think security
Roles vs. Accounts

Like FB, Linkedin, G+
Use personal account, users given access to shared properties
Roles vs. Accounts

Like Twitter, Instagram
Only one user can be assigned to an account
Makes management more difficult
Security for Social Media
Use a workflow management tool or secure network to share account info
Avoid sending passwords through email or text (unsecure)
Pro Tip: Use Dummy Emails
Don't use your personal email
Use a free email service like Gmail
Create an account that everyone can access
Register the accounts with that email
Social Media and the Law:
Don't be the case study
Courts don't understand the digital world
Doesn't matter if you're legally in the right - point is to avoid a lawsuit
Case Study: Kevin Mitnick
Hacker who broke into secure systems and copied software / info
"War Games" is based on him
Did five years in federal prison
Eight months in solitary confinement because the judge believed he could whistle into a phone and access NORAD computers to launch nuclear weapons
Case Study: The Supreme Court
SCOTUS doesn't use email (use hand-delivered paper memos
Supreme Court Justices Roberts and Scalia argued that an individual carrying more than one cell phone is evidence that they are a drug dealer
Don't understand texts are routed through service providers (not directly device to device)
Justice Kagan called Dropbox "iDrop in the Cloud"
Justice Scalia believes everyone gets HBO for free
Justice Kennedy thought you couldn't simultaneously send/receive text messages
Parody: Campbell v. Acuff-Rose Music Inc.
The Supreme Court has unequivocally held that a parody may qualify as fair use under § 107. According to the Court, a parody is the
“use of some elements of a prior author’s composition to create a new one that, at least in part, comments on that author’s works.”
Id. at 580. Like other forms of comment or criticism, parody can provide social benefit,
“by shedding light on an earlier work, and, in the process, creating a new one.”
Id. In other words, parodies can be considered
works, as opposed to merely “superseding” works. Since transformative works “lie at the heart of the fair use doctrine’s guarantee of breathing space within the confines of copyright,” the more transformative the parody, the less will be the importance of other § 107 factors that may weigh against a finding of fair use. Id. at 579.
Lack of Action Doesn't Imply Something is Okay:
Copyright-holders typically only file suit when the defendant has money or threatens their business
Is a statute of limitations, but varies by state
Doctrine of laches ("legal ambush")
Marshall J. and Siciliano N., The Satire/Parody Distinction in Copyright and Trademark Law— Can Satire Ever Be a Fair Use?
Why Doesn't Weird Al Get Sued?
You Are Not Anonymous Online
When Creative Commons Goes Wrong
"[...] we'd been duped. Apparently, a couple of Flickr users got these images from the stock photography site, uploaded them to Flickr, and then slapped Creative Commons licenses onto them. Not cool, dudes. Not cool."
EMT's a Tear Jerk When Post Exposes Nazi Tweets
Private Identity
of Anonymous Commenter
Friends / Associates / Co-Workers
Subpoenas of Forum / Social Media Site
Big Data / Search
Stylometry / Stylogenetics
[So Behave]
Be Aware
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