Determine the scope of your project by outlining exactly what your project is, who will see it, and whether people will have to pay for it. For example, if your project is a book, decide how large the print run will be and whether it will be published domestically or internationally. If you are building a website and plan to use copyrighted text or photos on it, the copyright holders may want to know whether it will be commercial or non-commercial, and how much traffic you anticipate.
Decide what copyrighted material you would like to use. Make an exact copy of the material (text excerpt, song lyrics, photo) so that you can use it in Step 4. Make sure your copy is accurate, so that the copyright holder will not have to correct your text.
Research who holds the copyright for the item you want to reproduce. If you are quoting from a book or magazine, the publishing company will be the initial contact. It can direct you where to try next if the copyright has reverted to the author or been bought by another company. For a photo, try the stock agency, and for music you may need to contact both the record company and the music publisher.
Write a letter (on letterhead, if you have it) detailing exactly what you want to reproduce and in what context. A copyright owner may want to read the paragraphs before and after the space the item would go in, or he may want to see the actual layout of several pages before and after. Include information about the scope of your project, including where it will be published or distributed, and how many copies you expect to sell or how many people you expect will see it.
Wait for a response. This can take up to several months, so plan ahead. Keep records of the names and phone numbers of contacts, so you can call or email gentle reminders after a month or two.
Pay the copyright holder after you receive written permission. The amount will vary depending on the size and nature of your project, but may be negotiable, especially if you are from an educational or nonprofit organization.
Include the copyright information exactly as the copyright holder specified. It will either need to accompany the text or photograph, or go in a designated permissions section on a copyright page.