William Beutler on Wikipedia

Can Wikipedia and PR Just Get Along? Here’s a Possible New Way Forward

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on June 10, 2014 at 10:06 am by William Beutler

I think there is a good chance that today will prove to be a significant one—a dangerous thing to hope for, perhaps—but I’m optimistic that it will be, and for good reasons. I’ll explain.

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As a number of folks in my Wikipedia orbit have been aware for some time, in February of this year I organized a roundtable discussion, held in a conference room at the Donovan House hotel in Washington, DC, comprising: a) representatives of digital practices at some of the world’s largest PR and marketing firms, b) individual members of the Wikipedia community, and c) academics who follow Wikipedia closely. The conversation was intended to build on the dialogue begun in early 2012 via the Corporate Representatives for Ethical Wikipedia Engagement (CREWE) Facebook group. Indeed, several participants in our conversation have been longtime contributors to that one.

In all we had 12 participants from both Wikipedia and the PR industry, and this was the first time to my knowledge that such a group had ever been convened, at least in United States, to discuss their perspectives on how the two have interacted previously, and how they might in the future. I would say that participants on both sides of the conversation were pleasantly surprised to find a real dialogue was possible, and they had more in common than some may have expected.

Many ideas about how communications professionals could meaningfully participate in—and improve—Wikipedia were raised in the discussion, but the first one that made sense to tackle is one we are announcing today. The agency participants, led by yours truly, collaborated on a multi-agency statement, for the first time expressing, in one voice, a respect for Wikipedia’s project, then intention to do right by it, to give good advice to colleagues and clients, and to continue the dialogue however possible. While the agencies and their representatives are the actual participants, it was shaped by ongoing conversation with these Wikipedians and others. It’s only an olive branch, but I believe it’s a necessary first step.

As of 10am Eastern Time we have posted this as an essay on Wikipedia with 11 agencies joining—nearly all who attended in February, plus a few more who agree with the effort and wish to adopt the same standard. Indeed, we hope this becomes an industry standard, and the basis for a new phase of, well, let’s call it perestroika for the Wikipedia community and communications professionals.

We shall see, of course. I do expect that many on both sides of this divide will be skeptical of this project. To this day, many are surprised to hear about the Wikipedia services offered by my firm, Beutler Ink. Me, I’m surprised that that there have not been more pro-community Wikipedia consultants. Instead, most are familiar with the kinds of stories that usually get the headlines: when someone like a Bell Pottinger or Portland Communications gets their hand stuck in the proverbial cookie jar.

Today’s announcement is the beginning of an effort to change that. If this is a topic of interest to you, I hope you’ll leave a comment on the statement’s discussion page, and join us in talking about how to move this project forward.

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The full statement and current list of signatory agencies follows:

Statement on Wikipedia from participating communications firms

On behalf of our firms, we recognize Wikipedia’s unique and important role as a public knowledge resource. We also acknowledge that the prior actions of some in our industry have led to a challenging relationship with the community of Wikipedia editors.

Our firms believe that it is in the best interest of our industry, and Wikipedia users at large, that Wikipedia fulfill its mission of developing an accurate and objective online encyclopedia. Therefore, it is wise for communications professionals to follow Wikipedia policies as part of ethical engagement practices.

We therefore publicly state and commit, on behalf of our respective firms, to the best of our ability, to abide by the following principles:

  • To seek to better understand the fundamental principles guiding Wikipedia and other Wikimedia projects.
  • To act in accordance with Wikipedia’s policies and guidelines, particularly those related to “conflict of interest.”
  • To abide by the Wikimedia Foundation’s Terms of Use.
  • To the extent we become aware of potential violations of Wikipedia policies by our respective firms, to investigate the matter and seek corrective action, as appropriate and consistent with our policies.
  • Beyond our own firms, to take steps to publicize our views and counsel our clients and peers to conduct themselves accordingly.

We also seek opportunities for a productive and transparent dialogue with Wikipedia editors, inasmuch as we can provide accurate, up-to-date, and verifiable information that helps Wikipedia better achieve its goals.

A significant improvement in relations between our two communities may not occur quickly or easily, but it is our intention to do what we can to create a long-term positive change and contribute toward Wikipedia’s continued success.

Participating firms and individual representatives, as of June 10, 2014:

  • Beutler Ink (William Beutler)
  • Ogilvy & Mather (Marshall Manson)
  • FleishmanHillard (Sam Huxley)
  • Peppercomm (Sam Ford)
  • Burson-Marsteller (Patrick Kerley)
  • Ketchum (Tim Weinheimer)
  • Porter Novelli (Dave Coustan)
  • Voce Communications (Dave Coustan)
  • Edelman (Phil Gomes)
  • Allison+Partners (Jeremy Rosenberg)
  • MDC Partners (Michael Bassik)
  1. [To repeat a comment I made on anther post about this issue]

    This is a good step, but far from the first one; a series of such discussions have been held since at least 2010 [1] – not least with the UK’s Chartered Institute of Public Relations; who published best practice guidelines in 2012 [2]

    [1] https://wikimedia.org.uk/wiki/Open_Access/2011/January

    [2] http://www.cipr.co.uk/sites/default/files/CIPR_Wikipedia_Best_Practice_Guidance.pdf

  2. Hi there, Andy. You’re right, others have worked on this issue before—CIPR and CREWE as well, of course. We consider this a renewed effort building on those, involving people from both as well. What’s new I suppose is this particular grouping of participants. I’ll update the post above to clarify.

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