Why Wikipedia is important for your public relations

What’s the most important platform for your PR? You may be thinking of Instagram, Facebook, or X. But an important and often overlooked channel is Wikipedia.
 
The free encyclopaedia has become the internet’s most prominent source of information, with its 6 million articles attracting a staggering 260 million monthly viewers. No single source of information is referenced more frequently, and no other web result does more to shape perceptions of the people, organizations, and brands we hear about in the news and search for online.
 
When it comes to online searching, for example with Google, Wikipedia content appears as a top organic result in countless searches.
 
AI is no different. ChatGPT was trained on Wikipedia. So when you ask it about a brand or prominent individual, there’s a good chance that at least some of the information it provides will come from Wikipedia. Google’s Bard AI is similar, and it actually cites the encyclopaedia directly in its responses.
 
In short, no matter where you go to search for information, you’re eventually going to get content from Wikipedia.
 
So, what does this all mean for public relations? Three things:
 
1️⃣​ Brands should have a plan for engaging with the site. Having a well-written and accurate Wikipedia page can enhance your organization’s credibility and reputation. Conversely, having content that is filled with outdated information can create a negative perception, especially for companies that have rebranded or altered their services or business model.
 
2️⃣ However, be aware that Wikipedia has strict guidelines about neutrality, verifiability, and conflicts of interest. For example, when you have an issue with a topic you should never directly edit the article. Instead, you must disclose your connection to the topic and make a request on the topic’s Talk Page, which independent editors can review. These uninvolved editors should be the ones to implement suggested edits, never a brand or PR firm attached to the topic.
 
3️⃣ Comms professionals must adhere to these guidelines when contributing to or creating Wikipedia content. Attempts to manipulate or excessively promote an organization can lead to the removal of content — or even worse, critical news coverage.
 
​​💡​Maybe now is a good time to get into Wiki and check what’s in there about your client or organisation. And get in touch with me if you want help #WriterForHire #PublicRelations

📷 Luke Chesser at Unsplash
 
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