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Learning to Speak inWikipedia’s Language      Public Relations and The Free Encyclopedia
[market research]
Who am I?
Jake OrlowitzVolunteer editorOcaasi on Wikipedia3 years20,000 edits15 articles created with over 150,000 viewsMonitor Grou...
Wikipedia is a massive and increasingly influentialglobal presence: PR professionals should be aware of itand view it as a...
Wikipedia is a massive and increasingly influentialglobal presence: PR professionals should be aware of itand view it as a...
Wikipedia is a massive and increasingly influentialglobal presence: PR professionals should be aware of itand view it as a...
Imagine a world in which everysingle person on the planet is givenfree access to the sum of all human             knowledge.
Wikipedia is important.
8 billion words in 21 million articles285 language editions
3,875,474 articles, 26,301,442 pages50 times larger than Microsoft Encartas2002 Deluxe edition517,319,601 edits, 250,000 p...
Why you should care.
Alexa rank: #6 in the world in web traffic2.7 billion pageviews, in the US, monthly#1 most influential website in blog men...
In January 2012 alone     Krispy Kreme: viewed 25,119     BP: 75,014     Pepsi: 105,766     Walmart: 155,171     Lady Gaga...
What if these were one of your           clients?
Wikipedia is trusted.
Nature:Wikipedia came close to the level of accuracy inEncyclopædia Britannica.Other studies:Compared Wikipedia to profess...
How Wikipedia works.
“I say that our revolution is like Wikipedia.     Everyone is contributing content.       small pieces, bits and pieces.We...
“The problem with Wikipedia is that     it only works in practice.   In theory, it can never work.”
What Wikipedia is.
The free encyclopedia that anyonecan edit, whose mission is tosummarize published reliablesources.
What Wikipedia is not.
a dictionarya publisher of original thoughta soapbox or means of promotiona mirrora blog or social networka directorya man...
The Wikipedia community.
NOT              ISanarchy        self-organizeddemocracy      consensus-seekingbureaucracy    practicalbattleground   coo...
The Core Policies.
Neutral Point of View      (NPOV)
Articles mustnt take sides, but shouldexplain the sides, fairly, proportionatelyand without bias
Verifiability    (V)
Can another editor check the source?Verifiability not truthCite reliable sources if challenged or likelyto be challenged
Original Research      (OR)
For which no reliable, published sources existAnalysis or synthesis of published material thatserves to advance a position
Civility(CIVIL)
Consideration and respectFocus on improving the encyclopediaBehave politely, calmly and reasonablyDo not ignore the positi...
What is Public Relations?
“Public relations is a strategiccommunication process that builds mutually beneficial relationships between organizations ...
What does ethical public relations entail?
AdvocacyHonestyExpertiseIndependenceLoyaltyFairness
Advocacy   Honesty           IndependenceLoyalty    Fairness
The History of Paid Editing.
MyWikiBiz, Microsoft, the Vatican, the CIA, the Federal Bureau ofInvestigation, the US Democratic Partys Congressional Cam...
MyWikiBiz, Microsoft, the Vatican, the CIA, the Federal Bureau ofInvestigation, the US Democratic Partys Congressional Cam...
Those are only the ones that made            the news.
Why paid editing matters.
Real world consequencesExtreme media embarrassmentPublic forumFrequently reported in the media
Significant public backlashEmbarrassing PRRisk of alienating clientsTaints Wikipedia’s reputation
Arguments in favor of paid editing.
“You can destroy someonesreputation in one minute and it will      take years to rebuild.” -- Lord Bell, head of Bell Pott...
Responsibility to be accurateCan do real harmPR pros have time, access, and competenceDifferent point of view
Arguments against paid editing.
"It is difficult to get a man tounderstand something, when his  salary depends upon his not         understanding it."    ...
History of non-neutral editsAccountable to employers, responsibility tomake profitWhitewash negative and promote positiveN...
“Paid advocates do not make good editors.      They insert puffery and spin.    That is what paid advocates do.”–Jimmy Wal...
“People shouldnt do it, including me.      Staying objective is difficult.    You really want to set it straight.”--Jimmy ...
“Wikipedians have a problem with our             profession    Unfortunately been earned.   We cant change this overnight ...
“Responsible and respectful.Acting in their clients best interests.         A two-way street.Do not believe that to be the...
What is a Conflict of Interest?            (COI)
An incompatibility between the aim ofWikipedia, which is to produce a neutral,reliably sourced encyclopedia, and the aims ...
Do not promote your own interests or those ofother individuals, companies, or groupsDo not write about these things unless...
Can you edit with a COI?
COI editing is strongly discouraged.
Participation from COI editors is            welcome.
COI editing done right.   (Best Practices)
Register with an independent username.     Represents you as an individual     One person, one account
Disclose your conflict of interest.     Be transparent     Gain the communitys trust,     Get help      Avoid embarrassment
What does a COI declaration look like?
I would like to disclose here that these contributions     are made on behalf of Monitor Group and in  consultation with t...
I work for Interprose Public Relations.  While we do not intend to directly edit our clients Wikipedia entries, we are hap...
Read the notability guideline.     Not every subject     In-depth, significant coverage from     published, reliable, inde...
Sources, sources, sources.     Use: newspapers, magazines, books,     trades, websites, tv, radio, journals;     with a re...
Article sentence.<ref> … </ref>
Barack Obama is the Presidentof the United States.<ref>Blitzer,Wolf. “Obama Inaugurated”. CNN.January, 2008. Retrieved Mar...
Neutralize your conflict of interest.     Write without bias     So your biggest competitor would     think it was fair an...
Avoid advertising or promotion.     Inform and reference, not promote or sell     Not commercial, not marketing
Start with a draft.     New article wizard     Userspace draft     Article’s Talk page
Have other editors review your work.     Ask for feedback     Talk page, Live help channel , Conflict of     interest noti...
Dont make direct edits to live articles.   *     The safest way     Especially for controversial information     Instead, ...
Dont use other articles as excuses.     Do not use them as justification     Make your own content better     Then it will...
Dont rush.     Months, years, and decades     Seek the communitys feedback     Articles about living people come first    ...
Join the community.     WikiProject Cooperation     Corporate Representatives for Ethical Wikipedia     Engagement (CREWE)...
What to do if something goes wrong.
If your article was deleted.     Understand and fix the issues     Talk to the administrator, ~~~~     Deletion Review    ...
If no good sources exist for your article.     Do more research     Reference Desk     Ask good sources to write about it ...
If someone is editing your article.     Nobody owns an article     Engage others in civil and constructive     dialogue
If theres a mistake in your article.     Minor… fix it yourself     Major… seek input from other editors, let     them do it
If someone is vandalizing your article.     Revert obvious vandalism yourself     Intentionally destructive changes     Fo...
If you want to make changes to an article.     {{Edit request}} on the Talk page using     WikiProject Cooperation’s Paid ...
If you disagree strongly with other editors.     Stay civil     Read the relevant policies     Seek the input of other uni...
If you requested feedback but havent receiveda timely response.     Be transparent about your COI     Talk pages, COI noti...
If your account was blocked.     Stay calm     Ask the administrator     Appeal the block , {{unblock}}     Acknowledge if...
If youre overwhelmed by Wikipedias interfaceand policies.     Take your time     Ask for help – Help Desk, live chat , sea...
What does the future hold?
Wikipedia mattersPR and Wikipedia can work togetherYou can use Wikipedia effectively
Imagine a world in which every singleperson on the planet is given free access to    the sum of all human knowledge.
Thats our commitment.
You can help.
Links• A free, online copy of this presentation       http://goo.gl/8LsKW• The Wikipedia guideline on COI editing       ht...
QuestionsIs it more efficient to just edit in secret?Does Wikipedia care about the truth?Are paid editors treated more unf...
This presentation is licensed CC-BY-SA 3.0.It is free for anyone to use, reuse, modify, repurpose, or sell, provided attri...
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Learning to Speak in Wikipedia's Language: Public Relations and the Free Encyclopedia

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An overview of the history and relationship between Wikipedia and Public Relations, with an eye towards surfacing best practices and constructive collaboration.

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Learning to Speak in Wikipedia's Language: Public Relations and the Free Encyclopedia

  1. 1. Learning to Speak inWikipedia’s Language Public Relations and The Free Encyclopedia
  2. 2. [market research]
  3. 3. Who am I?
  4. 4. Jake OrlowitzVolunteer editorOcaasi on Wikipedia3 years20,000 edits15 articles created with over 150,000 viewsMonitor Group, Occidental Petroleum, US Gov.The Wikipedia AdventurePlain and simple conflict of interest guide
  5. 5. Wikipedia is a massive and increasingly influentialglobal presence: PR professionals should be aware of itand view it as a critical medium in their communicationportfolio.
  6. 6. Wikipedia is a massive and increasingly influentialglobal presence: PR professionals should be aware of itand view it as a critical medium in their communicationportfolio.The historical conflict between PR and Wikipedia canbe resolved with a proper understanding of the twocultures’ roles and processes.
  7. 7. Wikipedia is a massive and increasingly influentialglobal presence: PR professionals should be aware of itand view it as a critical medium in their communicationportfolio.The historical conflict between PR and Wikipedia canbe resolved with a proper understanding of the twocultures’ roles and processes.PR professionals can save themselves countless hoursof frustration by learning the best practices for editing.
  8. 8. Imagine a world in which everysingle person on the planet is givenfree access to the sum of all human knowledge.
  9. 9. Wikipedia is important.
  10. 10. 8 billion words in 21 million articles285 language editions
  11. 11. 3,875,474 articles, 26,301,442 pages50 times larger than Microsoft Encartas2002 Deluxe edition517,319,601 edits, 250,000 per day794,530 uploaded files16,284,081 registered users147,203 active in the last 30 days1,507 administrators.
  12. 12. Why you should care.
  13. 13. Alexa rank: #6 in the world in web traffic2.7 billion pageviews, in the US, monthly#1 most influential website in blog mentions30-50% on first page of Google searches
  14. 14. In January 2012 alone Krispy Kreme: viewed 25,119 BP: 75,014 Pepsi: 105,766 Walmart: 155,171 Lady Gaga: 1,101,475
  15. 15. What if these were one of your clients?
  16. 16. Wikipedia is trusted.
  17. 17. Nature:Wikipedia came close to the level of accuracy inEncyclopædia Britannica.Other studies:Compared Wikipedia to professional and peer-reviewed sources and found that Wikipediasdepth and coverage were of a high standard.
  18. 18. How Wikipedia works.
  19. 19. “I say that our revolution is like Wikipedia. Everyone is contributing content. small pieces, bits and pieces.We drew this whole picture of a revolution no one is the hero in that picture."--Wael Ghonim, in 2011 on the overthrow of Mubarak
  20. 20. “The problem with Wikipedia is that it only works in practice. In theory, it can never work.”
  21. 21. What Wikipedia is.
  22. 22. The free encyclopedia that anyonecan edit, whose mission is tosummarize published reliablesources.
  23. 23. What Wikipedia is not.
  24. 24. a dictionarya publisher of original thoughta soapbox or means of promotiona mirrora blog or social networka directorya manuala crystal balla newspaperan indiscriminate collectioncensored
  25. 25. The Wikipedia community.
  26. 26. NOT ISanarchy self-organizeddemocracy consensus-seekingbureaucracy practicalbattleground cooperativecompulsory voluntary
  27. 27. The Core Policies.
  28. 28. Neutral Point of View (NPOV)
  29. 29. Articles mustnt take sides, but shouldexplain the sides, fairly, proportionatelyand without bias
  30. 30. Verifiability (V)
  31. 31. Can another editor check the source?Verifiability not truthCite reliable sources if challenged or likelyto be challenged
  32. 32. Original Research (OR)
  33. 33. For which no reliable, published sources existAnalysis or synthesis of published material thatserves to advance a position
  34. 34. Civility(CIVIL)
  35. 35. Consideration and respectFocus on improving the encyclopediaBehave politely, calmly and reasonablyDo not ignore the positions of others
  36. 36. What is Public Relations?
  37. 37. “Public relations is a strategiccommunication process that builds mutually beneficial relationships between organizations and their publics.” --PRSA definition
  38. 38. What does ethical public relations entail?
  39. 39. AdvocacyHonestyExpertiseIndependenceLoyaltyFairness
  40. 40. Advocacy Honesty IndependenceLoyalty Fairness
  41. 41. The History of Paid Editing.
  42. 42. MyWikiBiz, Microsoft, the Vatican, the CIA, the Federal Bureau ofInvestigation, the US Democratic Partys Congressional CampaignCommittee, the US Republican Party, Britains Labour Party, BritainsConservative Party, the Canadian government, Industry Canada, theDepartment of Prime Minister, Cabinet, and Defence in Australia, theUnited Nations, the US Senate, the US Department of HomelandSecurity, the US Environmental Protection Agency, Montana SenatorConrad Burns, Ohio Governor Bob Taft, the Israeli government, ExxonMobil, Walmart, AstraZeneca, Diebold, Dow Chemical, Disney, Dell,Anheuser-Busch, Nestle, Pepsi, Boeing, Sony Computer Entertainment,EA, SCO Group, MySpace, Pfizer, Raytheon, DuPont, Anglican andCatholic churches, the Church of Scientology, the World HarvestChurch, Amnesty International, the Discovery Channel, Fox News, CBS,the Washington Post, the National Rifle Association, NewsInternational, Al Jazeera, Bob Jones University, Ohio State University,Bell Pottinger, Portland Communications, Anheuser-Busch InBev, StellaArtois, Newt Gingrich, United Kingdom Parliament…
  43. 43. MyWikiBiz, Microsoft, the Vatican, the CIA, the Federal Bureau ofInvestigation, the US Democratic Partys Congressional CampaignCommittee, the US Republican Party, Britains Labour Party, BritainsConservative Party, the Canadian government, Industry Canada, theDepartment of Prime Minister, Cabinet, and Defence in Australia, theUnited Nations, the US Senate, the US Department of HomelandSecurity, the US Environmental Protection Agency, Montana SenatorConrad Burns, Ohio Governor Bob Taft, the Israeli government, ExxonMobil, Walmart, AstraZeneca, Diebold, Dow Chemical, Disney, Dell,Anheuser-Busch, Nestle, Pepsi, Boeing, Sony Computer Entertainment,EA, SCO Group, MySpace, Pfizer, Raytheon, DuPont, Anglican andCatholic churches, the Church of Scientology, the World HarvestChurch, Amnesty International, the Discovery Channel, Fox News, CBS,the Washington Post, the National Rifle Association, NewsInternational, Al Jazeera, Bob Jones University, Ohio State University,Bell Pottinger, Portland Communications, Anheuser-Busch InBev, StellaArtois, Newt Gingrich, United Kingdom Parliament…
  44. 44. Those are only the ones that made the news.
  45. 45. Why paid editing matters.
  46. 46. Real world consequencesExtreme media embarrassmentPublic forumFrequently reported in the media
  47. 47. Significant public backlashEmbarrassing PRRisk of alienating clientsTaints Wikipedia’s reputation
  48. 48. Arguments in favor of paid editing.
  49. 49. “You can destroy someonesreputation in one minute and it will take years to rebuild.” -- Lord Bell, head of Bell Pottinger
  50. 50. Responsibility to be accurateCan do real harmPR pros have time, access, and competenceDifferent point of view
  51. 51. Arguments against paid editing.
  52. 52. "It is difficult to get a man tounderstand something, when his salary depends upon his not understanding it." --Upton Sinclair
  53. 53. History of non-neutral editsAccountable to employers, responsibility tomake profitWhitewash negative and promote positiveNeutrality is difficult
  54. 54. “Paid advocates do not make good editors. They insert puffery and spin. That is what paid advocates do.”–Jimmy Wales, in 2012 responding to Phil Gomes
  55. 55. “People shouldnt do it, including me. Staying objective is difficult. You really want to set it straight.”--Jimmy Wales, in 2005 on editing his own article
  56. 56. “Wikipedians have a problem with our profession Unfortunately been earned. We cant change this overnight We can make a difference.” --Jane Wilson, head of CIPR
  57. 57. “Responsible and respectful.Acting in their clients best interests. A two-way street.Do not believe that to be the case.” --Gerald Corbett, head of PRSA
  58. 58. What is a Conflict of Interest? (COI)
  59. 59. An incompatibility between the aim ofWikipedia, which is to produce a neutral,reliably sourced encyclopedia, and the aims ofan individual editor
  60. 60. Do not promote your own interests or those ofother individuals, companies, or groupsDo not write about these things unless you arecertain that a neutral editor would agree thatyour edits improve Wikipedia
  61. 61. Can you edit with a COI?
  62. 62. COI editing is strongly discouraged.
  63. 63. Participation from COI editors is welcome.
  64. 64. COI editing done right. (Best Practices)
  65. 65. Register with an independent username. Represents you as an individual One person, one account
  66. 66. Disclose your conflict of interest. Be transparent Gain the communitys trust, Get help Avoid embarrassment
  67. 67. What does a COI declaration look like?
  68. 68. I would like to disclose here that these contributions are made on behalf of Monitor Group and in consultation with them, and I intend to follow all of Wikipedias guidelines.On any pages where I look for assistance, I will be sureto disclose my relationship to Monitor in the interests of transparency. --CanalPark (talk) 22:12, 13 April 2011 (UTC)
  69. 69. I work for Interprose Public Relations. While we do not intend to directly edit our clients Wikipedia entries, we are happy to act as a resource for the editing community by providing factual, non-advertorial information and accompanying third-party citations. --Mdrozdowski (talk) 15:28, 2 July 2010 (UTC)
  70. 70. Read the notability guideline. Not every subject In-depth, significant coverage from published, reliable, independent sources
  71. 71. Sources, sources, sources. Use: newspapers, magazines, books, trades, websites, tv, radio, journals; with a reputation for fact-checking and accuracy Avoid: self-published blogs, press releases, and sources with a direct connection to the subject
  72. 72. Article sentence.<ref> … </ref>
  73. 73. Barack Obama is the Presidentof the United States.<ref>Blitzer,Wolf. “Obama Inaugurated”. CNN.January, 2008. Retrieved March 2012.http://www.cnn.com/Obama-inauguration</ref>
  74. 74. Neutralize your conflict of interest. Write without bias So your biggest competitor would think it was fair and balanced So its impossible to tell that someone who works for the company wrote it
  75. 75. Avoid advertising or promotion. Inform and reference, not promote or sell Not commercial, not marketing
  76. 76. Start with a draft. New article wizard Userspace draft Article’s Talk page
  77. 77. Have other editors review your work. Ask for feedback Talk page, Live help channel , Conflict of interest noticeboard, Paid Editor Help {{subst:submit}} for new article drafts {{requested edit}} for existing articles
  78. 78. Dont make direct edits to live articles. * The safest way Especially for controversial information Instead, propose drafts and let others make the changes
  79. 79. Dont use other articles as excuses. Do not use them as justification Make your own content better Then it will last
  80. 80. Dont rush. Months, years, and decades Seek the communitys feedback Articles about living people come first Negative and unsourced information goes
  81. 81. Join the community. WikiProject Cooperation Corporate Representatives for Ethical Wikipedia Engagement (CREWE) The Signpost
  82. 82. What to do if something goes wrong.
  83. 83. If your article was deleted. Understand and fix the issues Talk to the administrator, ~~~~ Deletion Review Userspace copy
  84. 84. If no good sources exist for your article. Do more research Reference Desk Ask good sources to write about it Wait and try again
  85. 85. If someone is editing your article. Nobody owns an article Engage others in civil and constructive dialogue
  86. 86. If theres a mistake in your article. Minor… fix it yourself Major… seek input from other editors, let them do it
  87. 87. If someone is vandalizing your article. Revert obvious vandalism yourself Intentionally destructive changes For significant changes, discuss it with other editors first Page protection
  88. 88. If you want to make changes to an article. {{Edit request}} on the Talk page using WikiProject Cooperation’s Paid Editor Help Conflict of Interest noticeboard
  89. 89. If you disagree strongly with other editors. Stay civil Read the relevant policies Seek the input of other uninvolved editors Use the dispute resolution process
  90. 90. If you requested feedback but havent receiveda timely response. Be transparent about your COI Talk pages, COI noticeboard, Admin noticeboard, Paid Editor Help info@wikipedia.org
  91. 91. If your account was blocked. Stay calm Ask the administrator Appeal the block , {{unblock}} Acknowledge if you made a mistake, and correct it
  92. 92. If youre overwhelmed by Wikipedias interfaceand policies. Take your time Ask for help – Help Desk, live chat , search WP: and Help: We’re here to assist you
  93. 93. What does the future hold?
  94. 94. Wikipedia mattersPR and Wikipedia can work togetherYou can use Wikipedia effectively
  95. 95. Imagine a world in which every singleperson on the planet is given free access to the sum of all human knowledge.
  96. 96. Thats our commitment.
  97. 97. You can help.
  98. 98. Links• A free, online copy of this presentation http://goo.gl/8LsKW• The Wikipedia guideline on COI editing http://enwp.org/WP:COI• The Plain and simple conflict of interest guide http://enwp.org/WP:PSCOI• WikiProject Cooperation http://enwp.org/WP:COOPERATION• Corporate Representatives for Ethical Wikipedia Engagement, CREWE http://www.facebook.com/groups/crewe.group• The history of COI editing on Wikipedia http://enwp.org/COI_editing_on_Wikipedia
  99. 99. QuestionsIs it more efficient to just edit in secret?Does Wikipedia care about the truth?Are paid editors treated more unfairly than unpaid advocates?Does Wikipedia protect living people more than corporations?Is Jimmy Wales’ stance stronger than the actual policy?What do you do if a reliable source is wrong?Are PR ethics in conflict with Wikipedia policies?Are the interests of the client the same as the interests of the encyclopedia?Is the client’s interest to avoid embarrassment or fix articles? Is there a COI inworking on the encyclopedia for profit?Is it deceptive to make changes without disclosure?How do we engage ethical PR editors while dealing unethical ones?
  100. 100. This presentation is licensed CC-BY-SA 3.0.It is free for anyone to use, reuse, modify, repurpose, or sell, provided attribution is given to its creator, who in this case is Wikipedia editor Ocaasi relying on texts taken directly from Wikipedia, and a variety of internet sources.

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