The Chartered Institute of Public Relations has called on public relations professionals to respect the rules of Wikipedia after allegations of “wikilaundering” by one PR firm were reported.
The Bureau of Investigative Journalism has alleged that Portland Communications used subcontractors to edit Wikipedia entries for clients to downplay unfavourable news and promote philanthropic activities. This goes against guidance published by the Institute.
The Institute reminds members, the wider PR industry, and those working in the creative industries that they must never edit any Wikipedia entry on behalf of a client, except to remove vandalism. The CIPR has previously worked with Wikipedia to provide guidelines for practitioners on engaging with the Wikipedia Community. The guidance – first published in 2012 with further guidance published in 2021 – has become the global standard for brands and organisations working with Wikipedia. It is designed to support members to ensure they are both abiding by the norms of the Wikipedia community and the terms of the CIPR’s Code of Conduct.
Editing Wikipedia on behalf of a client is unethical and incompatible with the CIPR’s Code of Conduct. The rules are clear and paid advocates with a conflict of interest should not directly edit articles. PR firms must be clear with clients that public relations is about transparency and honesty, not manipulating shared sources of public trust.
Alastair McCapra, CIPR Chief Executive
- CIPR members can download ‘How to avoid PR disasters on Wikipedia‘ for more guidance and information.
