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Wikipediaand Public Relations Neville Hobson Philip Sheldrake WikiConference UK 2012 London, May 12, 2012
CommunicatorsNeville Hobson Philip Sheldrake• IABC accredited business communicator • Chartered Engineer, founding partner of• 25 years in organizational communication Meanwhile and Influence Crowd, main in Europe, Middle East, Latin America board director of Intellect and director of• Past director, IABC Europe Africa Region 6UK and International Executive Board • Business, IT and web strategist, member engineering and technology consultant,• Independent consultant; blogger and public relations and social web analytics podcaster • Author of The Business of Influence –• Early adopter (and leaver) and Transforming Marketing and PR in the experimenter with digital technologies Digital Age and social media www.philipsheldrake.com www.nevillehobson.com www.influencecrowd.com www.forimmediaterelease.biz firstname.lastname@example.org email@example.com @sheldrake @jangles 07715 488 759 07577 997 222 2
Our Goal Today1. Recognize your achievements2. Share key points from the CIPR’s draft Best Practice Guidelines for Wikipedia3. Share our thinking on how we could work together to achieve common goals4. Consider first steps 3
Wikipedia Achievements• It has become the largest and most popular general reference work on the Internet with an estimated 365 million readers worldwide – 285 languages – 21 million articles • over 3.9 million in English – Edited by anyone – 100,000 active contributors http://en.wikipedia.org/wiki/Wikipedia 4
What is Public Relations?• Public relations is about reputation - the result of what you do, what you say and what others say about you – Its aim is earning understanding and support and influencing opinion and behaviour – To establish and maintain goodwill and mutual understanding between an organisation and its publics http://www.cipr.co.uk/content/careers-cpd/careers-pr/what-pr 6
Reputation• Public relations has one• Wikipedia has one 7
Do We Share a Common Goal?“ Publish content about a topic, organization or individual that is accurate, factual, ” neutral and up-to-date 8
Good PR Practice • Guidelines in development • Full commitment by CIPR • Consultation starting with Wikimedia • Roll out in June 2012 • Complements CIPR codes of conduct including ethical practices 9
Key Points Extract: Do…• Be respectful, understand the rules of the road• Disclose your interests and be transparent at all times• Engage with the Wikipedian community before you need to• Limit the amount of people a Wikipedian speaks to• Attend a Wikipedia meet-up near you to get to know the community and understand how it works 10
Key Points Extract: Don’t…• Don’t create a Wikipedia entry from scratch for your organisation, your client or an individual that you have a vested interest in• Don’t use Wikipedia to promote or advertise your employer or client• Don’t remove negative material (raise issue on a Talk page)• Don’t copy-and-paste content from another site, even if you manage the other site 11
In Summary1. We believe PR and Wikipedia have much in common regarding what each of us looks to achieve2. We believe there are significant and measureable mutual benefits in working together3. We believe that working together is an effective way for both communities to achieve their goals 12
First Steps1. The CIPR’s draft Best Practice Guidelines for Wikipedia – Plus planned formal educational activity, eg, presentations, seminars, etc – Informal awareness-raising via social channels2. Our being here today3. Working with you to make the draft become “version 1” in June 2012 13
Q&A• Neville Hobson • Thank you for your time • Thanks to Andy Ross, Phil @jangles Morgan and Sarah McMonagle (CIPR) • Thanks to Aeneas Tole, Francis• Philip Sheldrake Ingham and Katherine Barney @sheldrake (PRCA) • Special thanks to Steve Virgin and Stevie Benton (Wikimedia UK) This work is licensed under the Creative Commons Attribution-Noncommercial-Share Alike 3.0 License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/3.0/ The content of this deck, and the opinions expressed in the presentation by the presenters on May 12, 2012, do not necessarily reflect any official view by the CIPR, PRCA or any other professional association. 14