Industry bodies launch guidance on PR use of Wikipedia

A number of communications industry bodies have published new guidance on the use of Wikipedia among PR professionals.

Drafted by the Chartered Institute of Public Relations, the new advice has won global support from organisations such as the Public Relations Consultants Association (PRCA), the Canadian Public Relations Society and the Public Relations Institute of Australia.

Its core recommendation is that PR companies should abstain from editing Wikipedia pages directly relating to their organisation, brand or client base, as this constitutes a conflict of interest.

Instead, the guidance – which will be revised continually – advises companies to put suggestions across to regular Wikipedia editors, allowing them to contribute to the online encyclopaedia in a positive manner.

Danny Whatmough, chair of the PRCA digital skills group, said: "This collaborative process will ensure PR agencies have clear guidance when using Wikipedia and will also help them develop better relationships with members of the Wikimedia community."

Efforts to create a code of conduct in this area have been backed by Labour MP Tom Watson and come as a response to various incidents of PR firms editing Wikipedia pages for unethical purposes.