July 6, 2008...11:07 pm

Why shouldn’t PR pros write Wikipedia entries?

Jump to Comments

Face it; PR people editing/creating Wikipedia entries isn’t an evil practice.

Nine times out of ten, the entry is as innocuous as anyone else’s. We only tend to hear about the really blatant attempts to cover up bad news. And, trust me, getting caught covering up bad news is almost always worse than letting any bad news run its natural course.

PR people aren’t just hired to “spin” situations and beg for publicity. We do much more than pitch stories to bloggers and journalists; writing is one of the key elements of the job description.

Writing a wikipedia entry for a client organization is perfectly within the scope of PR practice and there are plenty of resources on Wikipedia that provide specific guidelines on how to create an appropriate entry. There’s even a Wikipedia: FAQ/Business that answers most of the concerns.

Sure, in a perfect world, historians, archivists, journalists and enthusiastic, non-biased members of the public would be the sole contributors to a pristine and unsullied democratically-created, organic document that is Wikipedia. However, I learned a long time ago that sometimes the choice exists between faulting the world for what it isn’t, on one hand or, getting to know the world for what it actually is…

The world in reality is full of companies and organizations that are notable enough to meet the Wikipedia’s notability guidelines, but may not have the rabid fan base of Nike, Interscope Records or Apple.

For example, outside of those who happen to be affiliated with such an organization, what arduous soul wants to write the Wikipedia entry for an organization dedicated to researching business uses for cement? Or, a company that has perfected plastic-based paint coatings for commercial aircraft?

Some might argue that companies like this don’t need Wikipedia entries. On the contrary, any company engaged in any type of business needs to be conscious of their first page of Google search results for the actual name of their company or organization. I have even heard some say that for all intensive purposes, the first page of your Google search results might as well be considered the real home page of your Web site.

Reasons companies should have a Wikipedia entry:

  1. Boosts number of relevant hits on the first page of Google search results.
  2. Helps establish the organization as relevant to Web-based information sharing.
  3. Strengthens business relationships with other related organizations and the communities in which they do business through links.

As someone who works in PR, I am completely comfortable with the guidelines and expectations set forth by Wikipedia to ensure that style is kept objective and consistent and that credible secondary sources are used for citations. However, what bothers me most is the ability to manage client companies’ expectations.

If a client has only a passing familiarity with Wikipedia, how can I be clear about what they can expect their Wikipedia entry to look like and convey the importance of having one. Please also keep in mind that this might be a company’s first foray into the realm of social media: how can I help make it a positive experience?

Please don’t feel like you have to be in PR to provide feedback — I would love to hear what people with a variety of experiences have to share.

Bookmark and Share

11 Comments

  • Jeremy Pepper

    I partially disagree – but then again, I’ve had a Wikipedia account for three or four years with a bio and have changed entries that have nothing to do with PR or clients (no clue if the changes stuck, and not hard-headed enough to keep plugging them in).

    If you respect the community, set up an account and say why you are doing what you are doing … you should be fine.

    Unfortunately, most people in PR are as subtle as a freakin’ brick and have no clue how to write well to begin with, let alone how to write well and be transparent and not spin.

    Reply
  • I blogged about corporations fixing Wikipedia entries a while back, arguing that if people can attack via Wikipedia then companies should be allowed to defend themselves there as well. Check it out at: http://tinyurl.com/65mzb4

  • I’ve looked into doing this for my own company as a PR tactic – unfortunately, I’ve found so much negative pub on it as well as maintenance, that it just never seemed to fit.

    Wiki guidlines: “information that is included [in an entry] must have been published by someone other than yourself (or your company).”

    So filling your entry with “unbias” information can be tricky especially if it is a lesser known entity.

    My opinion is that a wiki entry should be a result of good PR rather then a method.

    Reply
  • Jeremiah Staes

    Companies that are notable should have wikipedia entries – however, that company editing that entry for anything beyond specific fact is dangerous territory and can create PR backlash; nor should you create your own entry, in my opinion.

    You linked to specific guidelines in your post that Wikipedia sets, and editing your own entry is a last step and only in cases of obvious libel or unsourced attacks. They specifically say to go to the talk page then the noticeboard FIRST. That’s their specific policy, and one violates it risking the shunning of the community.

    One of the top tenets of social communities is that if you’re going to be part of it, you must respect the communities’ procedure.

    Although your client may have expectations, it’s not their place to edit what are, in spirit, authoritative works. Coca-cola doesn’t write the encyclopedia article on themselves.

    I know quite a few people in the Wikipedia community who edit entries who find PR people editing said entries offensive and summarily delete the changes or revert them.

    Look at it this way – you create a wikipedia entry for a company, and then the editors delete it for “not being notable,” and sometimes will just delete immediately it if they can tell if it’s self-created. I’d say that would be a negative experience for a client.

    Agreed with Chris – a Wikipedia entry is a result of good PR, and should not be part of a “strategy.”

    Reply
  • Admittedly, I’m no good with headlines…

    Maybe I should rephrase my question(s):
    If I create a Wikipedia entry that meets *all* the guidelines of notability, objectivity and chock full of factual information from secondary source citations, why does it matter what I happen to do for a living?

    Why does my job supposedly make me unfit for participation in this “community” if the content I contribute fits the bill?

    Isn’t quality content that conforms with the style guidelines that Wikipedia has established what matters most?

  • Jeremiah Staes

    Your justifications are ignoring the fact that Wikipedia is a community and has it’s own standards.

    The reason why Wikipedia ranks so high is it’s goal for neutrality – and by definition, someone who works for the PR company or group that represents that company is not perceived as neutral in any way, despite what you think your writing skills might be.

    As a representative of a company, you (as decided clearly by the Wikipedia community in almost every occasion) as a rep cannot be a good arbiter or decision maker around what is noteworthy to the public, what is unwarranted criticism, etc. The goal of Wikipedia is that the public and the community makes those decisions, not the companies.

    There is a strong process spelled out as to what your role is on Wikipedia and the path PR and company representatives should take.

    If you don’t follow that path, you risk ending up with a very large PR problem on your hands, and in fact can do damage to your client’s brand (and your other clients by guilt through association) by creating a strong backlash since you disrespected the community.

  • Rather than justifying anything, I’m more concerned with trying to bridge the gap between providing a service to my clients AND respecting the Wikipedia community.

    I would really like to think that this isn’t impossible.

    I can’t help but think it’s more than a little ironic that there is a lot of encouragement for companies to become more transparent and engaged in online communities, but any information they’re willing to share about their organization is automatically suspect.

    It’s my understanding that bias is a human affliction, not one that comes about as a result of engaging in any specific professional activity.

    If I promise to play by the rules in producing objective and informative content, why can’t I be part of the community, too?

  • Shannon, I agree with you…also in part. And only because it is difficult for a smallish company (or their PR people) to publish something that will adhere to the Wiki guidelines.

    How many small companies are mentioned by reputable news sources?

    But if they [a notable company] are mentioned by a reliable third party, I think a page on Wikipedia is a great idea. Reliable citations are what makes Wikipedia great; fluff detracts from it.

  • interesting note: it’s “for all intents and purposes”

  • a more interesting note: it was originally “to all intents and purposes” but “for all intents…” is now acceptable, probably due to the scale of its misuse. “intenstive purposes” remains unacecptable, and makes one look a bit silly.
    http://wiki.answers.com/Q/Is_the_saying_%27all_intents_and_purposes%27_or_%27all_intense_purposes%27

    Reply
  • Bill Bartmann estapseri

    Learn How to take Advantage of America’s Financial Crisis from Bill Bartmann’s new Book, “Bailout Riches”
    “With the economy in crisis, Bill Bartmann finds the diamond in the rough,” said David Lindahl, author of Emerging Real Estate Markets and Multi-Family Millions

    What is the investment opportunity from America’s financial crisis? According to Bill Bartmann, it is somewhere in the north of one trillion dollars of debt – mortgages, credit cards and other forms will be sold to buyers for pennies on the dollar. “It gets even better,” said Bill Bartmann. “There are ways to buy that debt without using your own money!”

    Investors with the right roadmap are poised to profit spectacularly as Bill Bartmann lays out a step by step plan on how to find the best deals form the federal government, local financial institutions and loan brokers. “The spectrum of loans that are available include credit card debt, consumer loans, business loans, commercial loans and real estate loans,” said Bartmann.

    Bill Bartmann’s book, Bailout Riches, is about how to invest in the bailout itself and take your own cut of the trillion-dollar pie. Bill Bartmann made a fortune the last time the government bailed out the savings and loan industry. “This time around, the bailout is much bigger and the opportunities for profit are much greater,” said Bartmann.

    “Who better to teach you how to prosper from this economic chaos than a man who actually took himself from ‘bankruptcy to billionaire’ during the last crisis,” said Ken Blanchard, co-author of The One Minute Entrepreneur.

    “Bill Bartmann is more than a great financial success story; he is a phenomenal teacher who has helped thousands of my students achieve success. Bailout Riches will show you how you can prosper during these tumultuous times,” said Harv Eker, author, New York Times #1 bestseller, Secrets of the Millionaire Mind.

    Bill Bartmann’s book, Bailout Riches, is available for purchase at http://search.barnesandnoble.com/Bailout-Riches/Bill-Bartmann/e/9780470478257

    buy herbal Bill Bartmann
    buy Bill Bartmann without doctor
    buy Bill Bartmann with mastercard
    Bill Bartmann no prescription
    buy discount Bill Bartmann
    purchase Bill Bartmann online
    buy cheapest Bill Bartmann
    buy Bill Bartmann c o d
    buy Bill Bartmann without rx
    buy Bill Bartmann free consultation
    online pharmacy Bill Bartmann
    where can i buy Bill Bartmann
    buy Bill Bartmann drugs
    where can i buy Bill Bartmann online without a prescription
    buy cheap Bill Bartmann under without rx
    generic Bill Bartmann online
    buy Bill Bartmann without prescription
    buy cheap generic Bill Bartmann
    Bill Bartmann buy Bill Bartmann
    canada Bill Bartmann
    Bill Bartmann uk sales
    medikament Bill Bartmann
    online pharmacies Bill Bartmann
    Bill Bartmann for sale
    uk Bill Bartmann
    Bill Bartmann buy online in stock
    buy Bill Bartmann cheap without prescription
    buy Bill Bartmann pills
    where to buy Bill Bartmann by cod
    Bill Bartmann cheap
    cheap Bill Bartmann uk
    buy Bill Bartmann online cheap
    buy Bill Bartmann diet pills
    wholesale Bill Bartmann cheap
    buying Bill Bartmann online
    Bill Bartmann overdose
    Bill Bartmann uk
    Bill Bartmann without a prescription
    best buy Bill Bartmann
    buy Bill Bartmann no rx
    Bill Bartmann effects
    purchase generic Bill Bartmann online
    online Bill Bartmann purchase
    buy Bill Bartmann cod
    where to buy Bill Bartmann without a prescription
    uk Bill Bartmann cheap
    Bill Bartmann no prescription to buy
    Bill Bartmann overnight
    order cheap Bill Bartmann online
    purchase Bill Bartmann
    prezzo Bill Bartmann
    Bill Bartmann prix
    buy Bill Bartmann fed ex
    want to buy Bill Bartmann in malaysia
    purchase cheap Bill Bartmann
    Bill Bartmann cash on delivery
    buy cheap Bill Bartmann no prescription
    Bill Bartmann purchase online
    Bill Bartmann without prescription
    buy Bill Bartmann epharmacist
    buy Bill Bartmann in the uk
    Bill Bartmann buy
    Bill Bartmann without rx
    Bill Bartmann online
    Bill Bartmann prescription
    el Bill Bartmann generico
    buy Bill Bartmann online with a debit card
    Bill Bartmann buy online
    buy pharmacy Bill Bartmann waterview
    buy cheap Bill Bartmann without prescription
    buy Bill Bartmann online no prescription
    buy Bill Bartmann in mo
    buy Bill Bartmann online us pharmacy
    Bill Bartmann apotheke
    order Bill Bartmann online
    order generic Bill Bartmann online
    buy cod Bill Bartmann
    Bill Bartmann to buy
    Bill Bartmann online order
    buy mail order Bill Bartmann
    uk order Bill Bartmann
    buy Bill Bartmann uk
    cheap Bill Bartmann usa
    buy next day Bill Bartmann
    order Bill Bartmann usa
    cheapest place to buy Bill Bartmann
    buy Bill Bartmann shipped cod
    buying Bill Bartmann
    prescription Bill Bartmann
    Bill Bartmann bestellen
    Bill Bartmann drug
    buy Bill Bartmann online no rx
    online prescription Bill Bartmann
    Bill Bartmann toronto
    Bill Bartmann canada
    discount Bill Bartmann
    Bill Bartmann usa
    buy Bill Bartmann where
    Bill Bartmann online purchase
    Bill Bartmann tablets
    Bill Bartmann order online
    buy Bill Bartmann with no prescription
    buy Bill Bartmann diet pill
    online Bill Bartmann
    uk buy Bill Bartmann
    Bill Bartmann price
    generic Bill Bartmann uk
    where buy Bill Bartmann
    buy Bill Bartmann cash on delivery
    no prescription Bill Bartmann
    Bill Bartmann preis
    generic Bill Bartmann usa
    purchase cheap Bill Bartmann online
    Bill Bartmann prices
    order buy Bill Bartmann online
    buy generic Bill Bartmann online
    Bill Bartmann rezept
    Bill Bartmann pharmacy
    order Bill Bartmann uk
    how to buy Bill Bartmann without a prescription
    buy Bill Bartmann online without prescription
    buy Bill Bartmann usa
    where to buy Bill Bartmann online
    Bill Bartmann purchase
    buy cheap Bill Bartmann online free consult
    Bill Bartmann buy on line
    Bill Bartmann order
    Bill Bartmann sale
    buy Bill Bartmann no prescription low cost
    online Bill Bartmann order
    Bill Bartmann best buy
    online Bill Bartmann buy
    Bill Bartmann mexico
    buy in Bill Bartmann uk
    Bill Bartmann espana
    buy cheap Bill Bartmann with dr. prescription
    Bill Bartmann on line
    no rx Bill Bartmann
    order generic Bill Bartmann
    Bill Bartmann buy cod
    cheap Bill Bartmann online
    Bill Bartmann from india
    what does Bill Bartmann look like
    buy Bill Bartmann pay cod
    buy Bill Bartmann without a credit card
    cheap generic Bill Bartmann
    Bill Bartmann tabletten
    buy cheap generic Bill Bartmann online
    buy Bill Bartmann without a perscription
    what is Bill Bartmann
    buy Bill Bartmann in england
    pharmacy Bill Bartmann
    Bill Bartmann generic
    buy Bill Bartmann no prescriptions
    Bill Bartmann oral
    buy Bill Bartmann doctor prescription
    where can i buy Bill Bartmann without prescription
    buy Bill Bartmann without a rx
    buy cheap Bill Bartmann free fedex
    where to buy Bill Bartmann
    uk Bill Bartmann generic
    Bill Bartmann cheap mexican
    where can i buy herbal Bill Bartmann
    Bill Bartmann suppliers
    buy Bill Bartmann canada


Leave a Reply to Jeremiah Staes

Click here to cancel reply.