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PRSA Webinar: PR in a Wikipedia Age


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PRSA Webinar: PR in a Wikipedia Age by Andrew Lih, author of The Wikipedia Revolution, August 2013.

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PRSA Webinar: PR in a Wikipedia Age

  1. 1. Andrew  Lih Twitter:  Fuzheado Understanding  the  New   Digital  Public  Sphere (PR  in  a  Wikipedia  Age) PRSA  Webinar August  19,  2013 Associate  professor  of  journalism American  University  School  of  Communication
  2. 2. Andrew  Lih author  of    The  Wikipedia  Revolution Twitter:  Fuzheado cle view sourcediscussion history HOW A BUNCH OF NOBODIES CREATED THE WORLD’S GREATEST ENCYCLOPEDIA “Imagine a world in which every single person on the planet is given free access to the sum of all human knowledge. That’s what we’re doing.” —Jimmy Wales With more than 2,000,000 individual articles on everything from Aa! (a Japanese pop group) to Zzyzx, California, written by an army of volunteer contributors, Wikipedia is the #8 site on the World Wide Web. Created (and corrected) by anyone with access to a computer, this impressive assemblage of knowledge is growing at an astonishing rate of more than 30,000,000 words a month. Now for the first time, a Wikipedia insider tells the story of how it all happened—from the first glimmer of an idea to the global phenomenon it’s become. Andrew Lih has been an administrator (a trusted user who is granted access to technical features) at Wikipedia for more than four years, as well as a regular host of the weekly Wikipedia podcast. In The Wikipedia Revolution, he details the site’s inception in 2001, its evolution, and its remarkable growth, while also explaining its larger cultural repercussions. Wikipedia is not just a website; it’s a global commu- nity of contributors who have banded together out of a shared passion for making knowledge free. Featuring a Foreword by Wikipedia founder Jimmy Wales and an Afterword that is itself a Wikipedia creation. U.S. $24.99 pedia Revolution pedia, the free encyclopedia navigation, search s article is about the book. For the different, similar terms related to Wikipedia, see ipedia (terminology). Wikipedia’s non-encyclopedic visitor introduction, see Wikipedia:About. Revolution (pronunciation ) is the story of the free,[1] multilingual ency- roject supported by the non-profit Wikimedia Foundation. The website’s name anteau of the words wiki (a technology for creating collaborative websites) and dia. Wikipedia’s 10 million articles have been written collaboratively by volun- nd the world, and almost all of its articles can be edited by anyone who can Wikipedia website.[2] Launched in 2001 by Jimmy Wales and Larry Sanger,[3] it y the largest and most popular[1] general reference work on the Internet.[4][5][6] edia Revolution traces Wikipedia’s phenomenal success back to its roots, and e people who have contributed to its stated mission of giving every single person s to the sum of all human knowledge. THEWIKIPEDIAREVOLUTIONANDREWLIH HowaBunchofNobodies CreatedtheWorld’s GreatestEncyclopedia ISBN: 978-1-4013-0371-6 A N D R E W L I H e Introduction to The Wikipedia Revolution edia founder, Jimmy Wales ow, it’s hard not to use the Internet without experiencing Wikipedia in s and surfing. It has become an incredibly useful Internet resource in nguages. Yet when you use Wikipedia, you may not understand the phy behind it. book tells the story of how Wikipedia began and evolved from a traditional pedia into the intricate global community that it is today.
  3. 3. Core policies • Neutral point of view (NPOV) • Verifiability (V) and reliable sources (RS) • Conflict of interest (COI)
  4. 4. NPOV • ...representing fairly, proportionately, and, as far as possible, without bias, all of the significant views that have been published by reliable sources on a topic.
  5. 5. COI • Cannot promote your own interests or those of other individuals, companies, or groups • Paid advocates are very strongly discouraged from direct article editing, and should instead propose changes on the talk page of the article in question
  6. 6. Case of Wikipedia
  7. 7. Why? Wikipedia tops the Google searches
  8. 8. “If the news is that important, it will find me.” – Unnamed teenager at a focus group, NY Times, March 27, 2008
  9. 9. Public relations in a new digital public sphere?
  10. 10. PRSA 1982 • Traditional definition “Public relations helps an organization and its publics adapt mutually to each other.”
  11. 11. PRSA 2011/2012 • Crowdsourced definition “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
  12. 12. CIPR • “Public relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics”
  13. 13. Highlights • PRSA: “process” and “relationship” are key upgrades • CIPR: “maintain goodwill” and “mutual understanding” • What does this mean in social media/ digital public sphere?
  14. 14. Strategies • Understand these communities • Learn and respect their norms • Be transparent • The alternative is far worse
  15. 15. Bad strategies • Astroturfing (fake grassroots) • Fake/sock puppet accounts • Undue influence
  16. 16. Wikipedia • CREWE - Corporate Representatives for Ethical Wikipedia Editing • Chartered Institute of Public Relations (CIPR) Wikipedia Best Practice Guidance
  17. 17. COI history
  18. 18. CREWE • Phil Gomes, Edelman Digital “It’s imperative, however, that the public relations industry demonstrate by cooperation and good behavior that it can work with the Wikipedia community instead of taking the quick, easy-fix route.”
  19. 19. Bell Potinger (2011) • Analysis of the edits demonstrated that the changes had both added positive information and removed negative content, including the removal of information regarding the drug conviction of a businessman and Bell Pottinger client, and changing information about the arrest of a man convicted for commercial bribery.... head of digital at Bell Pottinger blamed the incident on Wikipedia's “confusing” editing system and “the pressure put on us by clients to remove potentially defamatory or libellous statements very quickly, because Wikipedia is so authoritative."
  20. 20. CIPR warning • There is another interpretation of public relations, commonly referred to as "spin". If this is your mode of operation then you are urged to steer clear of Wikipedia altogether in the performance of your job.
  21. 21. CIPR warning • “You are reminded that ‘dark arts’ are the antithesis of best practice public relations. Intentional deceit and anonymous or incognito activities are breaches of professional codes of conduct.”
  22. 22. CREWE Flowchart
  23. 23. CREWE Flowchart
  24. 24. Wikipedia has... • Volunteers who are copyright, research, reference and topic experts • Superior technical and logistical to even top firms • Database and system administrators • Edit history is forever
  25. 25. Followup • Join/understand Wikipedia and start editing articles with no COI • Download and understand CREWE Flowchart • Monitor the Facebook CREWE group
  26. 26. Andrew  Lih Twitter:  Fuzheado Understanding  the  New   Digital  Public  Sphere (PR  in  a  Wikipedia  Age) PRSA  Webinar August  19,  2013 Associate  professor  of  journalism American  University  School  of  Communication