Everybody Writes, 2nd Edition

70Seek Permission, Not Forgiveness

Sometimes it's okay to seek forgiveness, not ask permission. Misunderstanding copyright isn't one of those times.

Copyright infringement is like smoking weed: People tend to think that because it's common it must be legal everywhere. It isn't. (Yet.)

Here's the bottom line: Using other people's intellectual property in your marketing is not okay. So in matters of copyright, seek permission, not forgiveness.

Even if it's “just” a social repost.

Getting permission for any kind of content—text, audio, images, video—means you follow these three steps:

1. Ask. Make sure that you're asking the correct person or company for permission. Ownership of copyrighted works can get confusing, particularly in the case of sound recordings and other works in which multiple parties may have a stake.
2. Get permission in writing. Some people forget conversations; others may develop amnesia if there's money at stake. “Written” permission can be a simple email. Go beyond a phone call or an in-person conversation. Get documentation.
3. Honor the terms. If you receive permission to use someone's audio as your podcast introduction, don't assume it's okay to use it for YouTube video, too. The permission will be specific to the proposed use.

View permission requests as an opportunity to build relationships. People will appreciate that you admire their work, which is a great way to begin a conversation. Talking with other creators in your industry builds your network, and it ...