1. Public Relations Practitioners’ Edits
Emily Linginfelter | COMM. 477
Tuesday, April 26, 2016

2. Background Information
User clicks + external links = Top result on Google
Public perceives content as reliant information
Nature (2006): Error Rates
Vs.

3. Ethical Situation Jimmy Wales, Wikipedia Co-Creator
DiStaso (2012)- Human factual errors damage reputation & public perception
Jimmy Wales, Wikipedia Co-Creator
It is impossible for a PR professional to have balanced interests & neutral viewpoints when representing individuals, companies & groups for a paid salary.
Wikipedia denies editing privileges for flagged PR accounts

4. Thesis
If public relations practitioners exercise the Wikipedia community values of transparency, neutrality & verifiable knowledge, they have the right to fairly moderate and edit their representatives’ Wikipedia articles

5. Outline Bell Pottinger Ethical Case Wikipedia’s Perspective
“Five Pillars” of Wikipedia
“Bright Line” Rule
Potter Box- Jimmy Wales
PR Perspective
Responses to “Bright Line Rule”
Potter Box- PR Practitioners
Proposed PR Guidelines for Wikipedia

6. Bell Pottinger (2012) Case
Negative information was spun or deleted on clients’ Wikipedia articles by one particular username, “Biggleswiki”
Lord Pottinger said allegations were true, but he believed illegal activity did not take place
Ten other Wikipedia accounts had IP addresses tracing back to the PR firm
Lord Pottinger

7. Wikipedia’s Perspective
Part I. The “Five Pillars”
Wikipedia is an encyclopedia
Wikipedia is written from a neutral point of view
Wikipedia is free content that anyone can edit, use, modify and distribute
Editors should interact with each other in a respectful & civil manner
Wikipedia does not have firm rules
Wikipedia Codes of Ethics

8. Wikipedia’s Perspective
Part II. “Bright Line” Rule
Marketers & PR specialists should never directly edit Wikipedia content about their clients or employers
Instructions: Leave editorial decisions to “disinterested volunteers” by making suggestions or drafting potential edits in the “talk” section of Wikipedia

9. (1) Potter Box for Jimmy Wales
Definition
PR practitioners act unethically when they edit & delete a representative’s Wikipedia article. When personal interests & pay are added, it is impossible to have a neutral mindset & voice. Therefore, the Ethical Wiki board considers implementing the “bright line” rule.
Loyalties
The Wikipedia editors and community
The public use of Wikipedia
Neutrality
Donors/Investors
Values
Fairness
Truth Telling
Social Justice
The Public’s Right to Know
Transparency
Verifiable Knowledge
Principles
Mill’s Principle of Utility
Rawl’s Veil of Ignorance

10. PR Perspective Part I. Arguments DiStaso:
Denies Public’s Right to Accurate Information
Promotes power imbalance
Conclusion: If editing cannot be extended, Wikipedia must find an alternate way to quickly & accurately update its articles

11. PR Perspective Part II: Support
Phil Gomes (Edelman Digital Executive) created the Corporate Representatives for Ethical Wikipedia Engagement
Four Pillars:
Corporate communicators want to do the right thing
Communicators engaged in ethical practice have a lot to contribute
Current Wikipedia policy does not fully understand numbers 1 & 2, owing to the activities of some bad actors & a general misunderstanding of PR in general
Accurate Wikipedia entries are in the public interest

12. PR Perspective Part II. Support (Cont.)
In 2014, Edelman & 11 other PR agencies publically committed to abide by the “five pillar” editing guidelines & “bright line” rule

13. (2) Potter Box for PR Practitioners
Definition
It is unfair to establish a status quo for who can and cannot participate on Wikipedia. PR work is in the interest of the public, so edits are ethical when they correct errors that falsely change public perception. Ethical lines are crossed when PR practitioners cover their identities throughout the editing process.
Loyalties
The Public
PR Profession
Clients & Represented Companies
Wikipedia Editors
The Press & Media
Employers
Investors
Values
Transparency
Truth Telling
Social Responsibility
The Public’s Right to Know
Principles
Islam’s Divine Command
Noddings’ Relational Ethics
Kant’s Categorical Imperative

14. PR Guidelines for Wikipedia
Before engaging with the community, review Wikipedia’s operating principles
Be transparent rather than anonymous by describing your PR role in the “user information” page
Always use verifiable facts and a strict neutral voice
When making corrections, support claims with outside sources
Contribute to other relevant Wikipedia articles
Understand the fast-paced, fluid nature of the site. (a.k.a. Edits continuously evolve)

15. References
Christians, C. G., Fackler, M., Richardson, K. B., Kreshel, P. J., & Woods, R. H. (2012). Media ethics: Cases and moral reasoning. Allyn & Bacon: Boston.
Corbett, G. F. (2012, February 2). Making the case for PR pros editing Wikipedia. Techdirt. Retrieved from
DiStaso, M. W., & Messner, M. (2010). Forced transparency: Corporate image on Wikipedia and what is means for public relations. Public Relations Journal, 4(2), Retrieved from
DiStaso, M. W. (2012). Measuring public relations Wikipedia engagement: How bright is the rule? Public Relations Journal, 6(2), Retrieved from
Ellison, S. (2006, March 24). On a war of words, famed encyclopedia defends its turf: At Britannica, comparisons to an online upstart are bad work of ‘Nature.’ The Wall Street Journal. Retrieved from
Estes, M. (2012, September 3). A lesson in PR ethics and Wikipedia. International Association of Business Communicators. Retrieved from
Himler, P. (2012, January 10). Wikipedia & amp; the PR pro: Friend or foe? Forbes. Retrieved from
King, D. (2015, March 3). Ethics in Wikipedia marketing: A guide to best practices. Ethical Wiki, Retrieved from

16. References Cont.
Lee, D. (2012, March 8). Wikipedia investigates PR firm Bell Pottinger’s edits. BBC. Retrieved from
Public Relations Society of America. (2015). PRSA Code Of Ethics. Retrieved from
Public Relations Society of America. (2013, September 16). Survey finds errors in Wikipedia articles have damaged the reputation of companies [press release]. Retrieved from
Public Relations Society of America. (2012, April 17). Survey finds majority of Wikipedia entries contain factual errors [press release]. Retrieved from
Santana, A., & Wood, D. J. (2009). Transparency and social responsibility issues for Wikipedia. Ethics Information Technology, 11, doi: 10,1007/s y
Sebastian, M. (2014, June 10). Top PR firms promise they won’t edit clients’ Wikipedia entries on the sly: Edelman, Burson-Marsteller among those signing pledge. Advertising Age. Retrieved from
Thompson, G. (2016). Public relations interactions with Wikipedia. Journal of Communication Management, 20(1), Retrieved from
Wasson, B. (2006). The wide world of Wikipedia and why PR practitioners should take note. Public Relations Society of America. Retrieved from