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Does Wikipedia Pay? The Communicator: Phil Gomes

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By Ocaasi
Phil Gomes of Edelman Digital
Does Wikipedia Pay? is an ongoing Signpost series seeking to illuminate paid editing, paid advocacy, for-profit Wikipedia consultants, editing public relations professionals, conflict of interest guidelines in practice, and the Wikipedians who work on these issues by speaking openly with the people involved.
Paid editing overlaps in places with public relations, the industry of individuals who are employed by companies and clients to manage an image and communicate a message. On Wikipedia, public relations does not enjoy a positive reputation. Considered 'spin' and viewed skeptically by many due to a history of adding positive and removing negative information, it would be fair to characterize public relations as far from having gained the respect of the community.
This standard narrative has recently become more complex, as the PR industry has begun to push for an accepted place in the Wikipedia ecosystem, arguing against a history of what they see as unfair excommunication by Wikipedia editors—which in their view has left articles on corporations and brands rife with inaccuracies and devoid of constructive improvements that expert corporate communicators could provide.
That charge has been led by Phil Gomes, a marketing executive with Edelman Digital, whose January 4 open letter on his blog catalyzed the public relations community around a set of grievances and a growing consensus for some corrective action. The momentum generated by Gomes' letter morphed into Corporate Representatives for Ethical Wikipedia Engagement (CREWE), a collective of industry professionals and some Wikipedia editors. CREWE's membership is attempting to simultaneously chart a path forward while coming to terms with a complex history in the relationship between PR and the encyclopedia.
The Signpost spoke with Phil Gomes to better understand how he views Wikipedia and what he thinks needs to change.

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What's your background in PR? When did you start? What do you do?

I was nearly a decade in Silicon Valley, mostly representing startups, science- and research-focused organizations and a few enterprise-scale firms. From there I joined the Edelman public relations firm in 2005 and spent 18 months in the firm's LA office. I moved to Chicago in 2007. As Senior Vice President of Digital Integration, I aim to imbue online community principles into the day-to-day communications activities of the firm and its clients. My entire career experience has been as an agency/counselor rather than in-house.

A more interesting story concerns how I started focusing on online communities. You can find that on my blog.

What do you like about public relations? Why do you think it is important? How do you counter the cynicism that public relations is mainly 'spin'?

"Spin" is most often hurled at an organization as a synonym for "This particular organization, which I'm not disposed to like anyway, has articulated a point of view that I don't agree with."
PR makes it your job to learn (and keep learning) how the field of communications and the nature of influence and persuasion changes day-to-day. Clients rely on people in my line of work to maintain this knowledge and devise the best ways to apply it. Public relations is an important function for companies and organizations because reputation is absolutely vital. This issue has gone from being merely arithmetic to absolutely geometric in complexity over the past 20 years or so, given the Web. It's an incredibly exciting time to be in the field.

The Public Relations Society of America lists six qualities of ethical PR conduct: advocacy, honesty, independence, loyalty, expertise and fairness. How are advocacy and loyalty compatible with honesty, independence, and fairness?

Those terms are not mutually exclusive, and the question is whether you can be a loyal advocate for your client while remaining independent, honest and fair. Everyone deserves to have their point of view heard in the marketplace of ideas, as well as the responsibility to address that marketplace's reaction. PR is the discipline by which that point of view is articulated and dialogue is maintained. And, keep in mind, it's not just businesses that make use of PR. Activist groups and non-governmental organizations ("NGOs") also have very strong communications operations and are adept at articulating their own points-of-view as well and crafting strategies for same. The Wikipedia Foundation itself sought public relations help in mid-2009: [1].

How do you deal with conflicts of interest as a PR professional? Is disclosure standard practice or required by your ethical code or company?

Yes, indeed. Management of potential conflicts is something that we pay a lot of attention to. It's also called out specifically in my employer's code of ethics and business conduct.

Can you give an example of a time when you found yourself with a conflict of interest? How did you navigate it? What were the results?

We were pretty shocked at how blatant the ask was. ... No amount of money is worth destroying your professional reputation.
Great story. An outside-the-US consumer products company once approached us with a very large potential budget. They wanted to hire a firm that would stuff positive reviews on the likes of Amazon and stuff bad reviews for its competitors. "After all," their rationale was, "our *competitors* are doing it!" (I imagined George C. Scott in "Dr. Strangelove" screaming "We must not have a sockpuppet gap!").

We responded with what we would do with that budget—a long-term plan that would both respect the mores of online communities and help identify and cultivate a fan-base. It was a completely above-board public engagement program that, frankly, would have been an absolute blast to implement. The company wasn't all that interested in an ethical approach, though. We walked away from an opportunity that would have been lucrative. My bosses backed me up at every step of this process.

When and why did Wikipedia come onto your radar as an issue for public relations? What problems did you perceive in the way that Wikipedia currently handles PR professionals or other paid editors?

Certainly one can point to any number of bad actors in the PR field. I doubt Wikipedia would want to be judged by the worst of its volunteers.
Online reputation, as a broad topic, is something I consult on for a number of our clients worldwide. Obviously, Wikipedia is an important part of that. Contrary to popular belief, my boss is not mashing my phone number on speed-dial asking how we might make vast amounts of coin selling "Strategic Wikipedia Consulting." I do what I do because I feel that companies can—and absolutely must!—be proactive about managing their reputation. The common view is that a communications professional has nothing to contribute whatsoever—that he or she is "damaged goods". But far from being damaged goods, most of us want to do right by Wikipedia *and* the companies we represent.

You wrote an open letter on your blog recommending a sea-change in how Wikipedia treats PR professionals. What motivated that post?

I felt that the policies of Wikipedia and the channels for remedies are so complex such that they almost try their best to encourage bad behavior.
The primary motivation was that talk page entries for articles on multi-billion dollar firms (and their related Wikiprojects) in high-interest industries were going ignored for several weeks, all while inaccurate information about the company persisted and remained highly available to search. That struck me as not right. There were also odd reports of people who tried to do right by Wikipedia and got smacked for it (e.g., putting one's employer's name as part of a login ID like "InitechMichael" in the interests of full disclosure, only to be banned for "promotion.") And I was hearing stories of communicators who made small and incontrovertibly factual edits only to get banned, which I thought an extreme response.

What was the response to your open letter, in both PR and Wikipedia communities?

In the first month, people ascribed meaning into my post that they so desperately *wanted* it to have, rather than what it actually said. Some Wikipedians and Web 2.0 royalty seemed to regard it as yet another example of a PR guy who "just doesn't get it." Some PR folks and Wikipedians thought I was advocating the full-on opening of Wikipedia to PR editing; that's equally incorrect. Others used it as a way to resurrect long-held grudges against Wikipedia that are neither of concern nor interest to me. All of this is typical when a group forms around a particular topic that people are very passionate about for different reasons. After about a month, the tourists started to go home and people who are seriously dedicated to exploring this issue remained and continued to participate. What did happen (eventually) was that we are now having some of the most productive, constructive, sustained, wide-ranging, thoughtful conversations about companies' relationship to Wikipedia that we've ever had.

Do you read the conflict of interest guideline as prohibiting all direct paid editing, some editing, or rather permitting any editing that is neutral?

I see COI as an admonition that you shouldn't put your own interests above those of the encyclopedia. That's just and fair. The problem, in practice, is that any editing of Wikipedia by a corporate representative is not likely to be treated as a matter of degree. In any event, you'll notice that CREWE long ago left behind the topic of directly editing an article (even within extremely narrow guidelines). I can't remember the last time someone who wasn't deliberately trying to mischaracterize our work brought it up.

What about how CREWE is seen in the Wikipedia community?

Much of the mischaracterization of CREWE as endorsing direct editing of Wikipedia articles probably comes from my early observation that there's little opportunity for COI damage in an article infobox (e.g., founding date, CEO name, annual revenues) and that it could be a walled-off section for a corporate communicator to update. As it stands today, though, it would be treated more or less like "whitewashing". Critics of a company would then run with "evidence" that company was "changing its entry" even if that edit was as simple as correcting, say, a list of board members. A mainstream press not sensitive to those nuances would quickly run with a "bad company behaving badly" story.

The conflation of "public relations" and "paid editing" is, frankly, part of the misunderstanding that CREWE seeks to remedy.
I still don't think a PR person updating the summary-box should be a big issue, but it's just not where CREWE has focused for the past several months. We've instead focused on educating people in the communications industry with regard to proper engagement with Wikipedia. So claims that CREWE attempts to "forcibly change Wikipedia policy by off-site coordination of paid advocates" (to quote Jimmy Wales in a previous Signpost edition) strike me as inaccurate.

There's a scandal-ridden history of individuals, groups, and companies editing their own Wikipedia articles. Do you understand why there's a high level of opposition and skepticism about encouraging or allowing PR and paid editors on Wikipedia?

Of course. I wouldn't have helped start CREWE with John Cass if I didn't think there was an issue and a capabilities gap that could be solved. I just happen to have a point of view on the matter that many in PR have been too scared to articulate and many Wikipedians dismiss as asked-and-answered without really exploring it.

Wikipedia's foremost principle is neutrality. Public relations officials are accountable to their employers and are hired to improve their profitability and commercial success. How are those two motivations compatible?

As a point of clarification: PR officials aren't specifically on the hook for improving a company's profitability. It can and very often does play a role in terms of positioning a company for commercial success, but the shades of gray in that discussion probably exceed readers' interest. Most reasonable people can agree that, for example, a representative for Union Carbide ought not to be mucking around in the Wikipedia article on Bhopal. That's not what we're talking about here, really.

Early on in the CREWE discussions, someone put the argument that activists don't have a neutrality problem or COI because they don't get paid for being activists. This is wrong on multiple levels, principally:

However, if an accurate article is in the public interest, it doesn't matter if the source of that verifiable information is a PR person, Wikipedian, or dyspeptic chipmunk.

I think some PR people need to recognize that their job isn't to push every positioning point for incremental advantage in every forum. Rather, they should focus on guiding companies to help online communities do better in the spirit of mutual and objective benefit. Both critics and many people in my field may find this view naive, but I think it will be increasingly essential in terms of preserving a company's perceived moral authority to participate in online communities.

What do you think a healthy relationship between the PR community and Wikipedia would look like?

AGF is not a selective policy, to my knowledge. The fact is that the tactic of publicizing the (admittedly bad) behavior of many corporate communicators on Wikipedia has evidently not been a deterrent and has ultimately resulted in making the issue worse.
Any such relationship would serve the public interest of accurate articles that are maintained, developed and delivered in a way that meets the goals of an encyclopedia. That takes the form of articles that are truly of encyclopedic quality—a goal that Wikipedians profess to have and most companies will reasonably accept. This requires that PR make a good-faith effort to participate in the community with full disclosure of their reasons for being there.

It also requires that Wikipedians not dismiss corporate representatives out-of-hand as "damaged goods". Via CREWE, corporate communicators and Wikipedians are coming together constructively to help companies navigate those waters to the benefit of all involved. CREWE's first output here is a flowchart for doing so—an attempt to harmonize the disparate policies, guidelines, admonitions and whatnot that exist in several different places around Wikipedia.

Gomes' CREWE flowchart for navigating Wikipedia

You and others in the PR community have made the point that many articles on corporations have errors and PR editors are in an ideal position to correct those errors. Media coverage of a recent PRSA study published by Penn State professor Marcia DiStaso characterized the proportion of articles with errors as some 60% (Signpost coverage: here). What's the state of corporate articles and how can PR editors improve it?

The original PRSA announcement and the articles that followed most certainly did not reflect the spirit of CREWE or even the findings of that research. It's not that 60% of articles about companies had errors, it's that 60% of the 1,200+ respondents reported that their companies'/clients' entries had errors. Bit of a difference. The latter is still a very important finding, though. The research should have also been positioned as a wake-up call to the PRSA membership and the PR trade in general. For me, at least, talk-page participation is absolutely "table stakes" when it comes to companies working with Wikipedia. In the survey, 88% of those polled hadn't gone anywhere near a talk page.

As to the state of corporate articles, I point to Robert Lawton's FORTUNE 100 project. 54 out of the FORTUNE 100 were "C" class and below. 98 were "B" class and below. Some students did an audit of what basic facts were outdated or otherwise inaccurate. We now need volunteers to normalize their work into Robert's Google Doc so we can get to the next level of detail. Meanwhile, those same articles show up in the first five results on Google for 88% of companies; 96% on Bing. This, again, is one of Mr. Lawton's findings.

What are CREWE's goals? What are you working on?

The stated mission is simple: "CREWE comprises Wikipedians, corporate communications, academics, students and other interested parties who are exploring the ways that PR and Wikipedia can work together for mutual benefit, defined narrowly as cooperation toward more accurate and balanced entries." The main projects right now are the aforementioned flowchart and the FORTUNE 100 project. We're also allied with Wikiproject:Cooperation and the efforts going on there in terms of mentorship, etc.

Jimmy Wales has been stridently opposed to any paid editors directly editing articles. That so-called "brightline rule" has led him to view CREWE's motivations skeptically, since the group is pushing for broader editing privileges than 'brightline' would provide. What's been your interaction with Wales, and what do you think of his position?

Jimmy Wales and I have traded emails. We respectfully disagree about things. That's about it. ... Instead of beating people up for doing things wrong, let's reward those who do it right.
As mentioned earlier, we haven't really focused on the the direct-editing issue in some time. I still think there are areas of an entry that might admit PR participation without harming the integrity of the encyclopedia through COI risk. Again, not a current focus.

Observably, there are mechanisms for dealing with the unethical ones. Plenty of PR folks who want to do the right thing both by the companies they represent and Wikipedia (or online communities in general). Again, it's clear to me that Wikipedia has reached the absolute limits of the "public shaming" approach. It's simply no longer as effective a deterrent as it once was. This is resulting in what I call "umbrage fatigue." One of the ideas that came up was the notion of case studies posted to Wikiproject:Cooperation, and I think it's a good one. I suspect that this "umbrage fatigue" is why Wikiproject:Cooperation managed to get quite a bit more momentum than another effort spawned around the time CREWE started, WikiProject:PaidAdvocacyWatch.

There's a current of concern that a horde of paid PR professionals is at the gates of the site, that they are using the issue of article inaccuracies as a wedge to get into the community, and that once they do they will overwhelm the unpaid volunteers with their corporate resources, expertise at spinning information, and pro-client bias. What do you say to assuage them of their fears?

I remain curious as to why there's no such anxiety applied to, say, activists or class-action lawyers, both of which are groups that possess the resources, expertise and bias described here, and in ample amounts. I guarantee you, though, that activists and class-action lawyers are not about to create a group dedicated to exploring best-practices a middle ground between their interests and those of Wikipedia volunteers. I'm not naive enough to think that, by itself, this is enough to overcome significant distrust quickly, but it's a start.

Among the negative reactions to your efforts, there have been new roots of cooperation, notably among some of the Wikipedia editors who have joined CREWE and also in WikiProject Cooperation itself. What do you think of those efforts? Will they be able to outweigh the controversy and entrenchment on both sides, or is this situation destined to be deadlocked for years?

Sterling "Silver Seren" Ericsson has done some great work and has been a wonderful asset to CREWE and WikiProject:Cooperation. I'm especially a fan of the mentoring idea. Controversial and mis-marketed though it was, the Penn State research shows that there is plenty of room to grow on both sides. Even the flowchart, humble though it may be, is a significant step. The best thing we can do at this stage is demonstrate that we bring something of value that, in the end, actually helps the encyclopedia.

What do you think Wikipedia is doing wrong?

Wikipedians should consider judging the quality of the contributions. By all means point out when "marketingy" contributions are offered, but don't dismiss the source simply on the basis of how he or she makes a living. For me, it all comes back to, "is the result objectively better?"

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  • Phil, on what basis do you assume that Wikipedians would decry straightforward, good faith edits as "whitewashing?" It is possible that would happen under certain conditions, but a brief review of company articles would review hundreds of instances where it has not happened. I don't know that assuming the worst of Wikipedians is the best starting point for finding a path forward. -Pete (talk) 00:50, 8 May 2012 (UTC)[reply]
Hi, Pete. I'm saying here that the story that gets out about a company is "Company edits Wikipedia entry" rather than "It simply changed the founding date." Just pointing out that it happens and it's a large part of the anxiety that a lot of communicators have about Wikipedia. It certainly isn't "pointing out the worst." --Philgomes (talk) 14:12, 8 May 2012 (UTC)[reply]
  • This entire series is advertising for advertising: an effort to improve the public image of paid editing and shift the Overton window in its favour. It's getting really blatant. Just how long do you intend to use the Signpost as advertising for advertising in this manner? - David Gerard (talk) 08:43, 8 May 2012 (UTC)[reply]
  • I agree with David Gerard. Paid professionals have time and motivation to glorify their work, but doing so on Signpost is most unwelcome. Johnuniq (talk) 10:34, 8 May 2012 (UTC)[reply]
David, Johnuniq - Not sure what's wrong with giving PR people and/or "paid editors" the opportunity to voice their views and opinions, particularly with regard to a controversial topic upon which reasonable people can disagree. --Philgomes (talk) 14:12, 8 May 2012 (UTC)[reply]
  • These complaints are noted, but could I remind you that The Signpost recently published a story that was hardly flattering to the paid-editing lobby. It has received almost 2000 hits. Tony (talk) 13:05, 8 May 2012 (UTC)[reply]
  • I'm actually OK with this article series. It's an issue and I don't think it fair to characterise coverage as in itself promotional. Moving on: "Both critics and many people in my field may find this view naive, but I think it will be increasingly essential in terms of preserving a company's perceived moral authority to participate in online communities." I'm not quite sure what that means. But I can't think of a single profit-making company that I would regard as having "moral authority". There's probably companies I would point to as having morals but I would never EVER start looking towards profit-driven bodies of any kind to suggest principles that would alter or influence my behaviour. I'm even somewhat repelled by the thought. So the idea that there's a "perception of moral authority" to even be "preserved" I find completely alienating. --bodnotbod (talk) 13:29, 8 May 2012 (UTC)[reply]
Hi, Bodnotbod - We'll probably never agree on the perceived evils of the profit motive. That said, by "moral authority to participate in online communities" I'm saying that a company has a tacit license to be a part of the communities that matter most to its business so long as that license is not abused by bad behavior (e.g., sockpuppetry, etc.). Those companies also need to figure out ways that it can help those communities do what they do better and providing ideas/access while remaining above-board about their commercial interests for being there. It's a serious issue: A company's right to be part of a community. --Philgomes (talk) 14:12, 8 May 2012 (UTC)[reply]
*KWAAAAARK* Sorry, "a company's right"? to be "part of a community"? That's a right held by individuals, not by a corporate entity. Corporations are not, in fact, humans - have you just stated that your intention is to make such a rule? - David Gerard (talk) 07:32, 9 May 2012 (UTC)[reply]
David - Companies have representatives ("humans" as you've been kind enough to note) and, despite the use of disclaimers like "These are my opinions and not those of my employer", very very few will make the distinction you make above in a community environment where the employer clearly has a stake. In any event, it's clear that personal and professional lines are blurring. --Philgomes (talk) 16:19, 9 May 2012 (UTC)[reply]
You have carefully phrased that last clause in the passive voice. If phrased in the active voice, it would make your statement "We have blurred the lines, therefore you should give us more license" - David Gerard (talk) 06:49, 10 May 2012 (UTC)[reply]
PR has done no such thing. Modern life in the online world has. --Philgomes (talk) 14:26, 25 May 2012 (UTC)[reply]
Yes, I don't like this "tacit license" either. For example, say there is a community set up for customers of a company; it is understandable that the company will want to join the discussion. And perhaps the community would want that. But then again the community may decide that's NOT what they want, and so the company should accept the community decision and "tacit licences" be damned. I suppose I can see how a company can have a "moral authority", I think perhaps I was looking at it from too personal an angle. To me it read something like "if you want to learn about morals, try looking at the exemplary behaviour of X company!" Whereas I would go "good Lord! Please go and read the works of the great philosophers instead." --bodnotbod (talk) 13:55, 9 May 2012 (UTC)[reply]
BodnotBod - In the scenario above, if a company is truly unwelcome, that company most certainly should respect that. I do find that this is actually very rare, though. In the case of Wikipedia, I don't get the sense that a corporate representative is generally "unwelcome" so long as they behave well. CREWE is working to educate PR folks about proper behavior. --Philgomes (talk) 16:19, 9 May 2012 (UTC)[reply]
If a traditional reporter were writing a story about a company, they would seek out what the subject of the article has to say about itself. That doesn't mean the company has control over the story. It may not come out the way they want it to, but professional journalists (and Wikipedia's citizen journalists) will lend the article subject an honest ear and the reader benefits. It's not about the company's rights to participate. It is and always will be about improving the pedia. User:King4057 (COI Disclosure on User Page) 04:44, 10 May 2012 (UTC)[reply]
  • This series is helpful because it clarifies the thinking of people who are involved in the debate. I found it particularly illuminating that the Public Relations Society of America finds no incompatibility between advocacy and independence. This is not mere "spin", it is a complete reversal of meaning befitting the high art of Orwellian Newspeak. There is no need to address concerns about advocacy and independence if one can simply deny the meaning of the concepts. ~ Ningauble (talk) 15:01, 8 May 2012 (UTC)[reply]
Hi, Ningauble - What's missing here is the specific context for the word "independence." From the PRSA site, it defines it as "We provide objective counsel to those we represent. We are accountable for our actions." What's meant here is that a good communicator doesn't "go native" and drink his company's or client's proverbial Kool-Aid. Trust me: The worst people in our business are the ones who simply execute on communications without asking important (and sometimes internally unpopular) questions like "What is in the best interests of the firm?", "What is in the best interests of the audience?" and most important of all "Are the two compatible?" In that light, it's not incompatible with "advocacy" at all. In fact, it makes that advocate more credible both in terms of his/her authority within an organization and his/her acceptability by an audience. Now, as I'm not a member of the PRSA, you'll have to take it up with them in terms of debates about shades of meaning and word-choice, but "independence" appears to cover what that particular code tries to convey. --Philgomes (talk) 16:02, 8 May 2012 (UTC)[reply]
I regret that my question wasn't fully informed by a closer reading of the actual text of the PRSA ethics code. Indeed, as Phil suggests, "independence" in that context means "objectivity" rather than "non-partisanship". Perhaps that resolves the internal tension in the ethics code, but it does leave open the question of whether one can be a "loyal advocate", even an objective one, and still be neutral in the way that Wikipedia intends it. Ocaasi t | c 16:16, 8 May 2012 (UTC)[reply]
I don't see anything to regret. It was a good question, and the way he chose to respond is illuminating. On behalf of independent contractors everywhere let me say that exercising one's own judgment and upholding professional codes of conduct is a good thing. I too have had occasion to tell a client to reconsider what they were asking me to provide. The question, taken in the context of ongoing debate, implied a different sense of independence that contrasts with the notion of acting for and on behalf of someone. He might have availed himself of the opportunity to address the difference and propound the virtues of independent agency, but chose instead to simply deny the sense of the question.

More than one of the articles in this series is suggestive of a situation where parties to the debate are talking past each other, not just disagreeing over positions on the issues but lacking a shared understanding of what the issues are. It does indeed leave the question open. ~ Ningauble (talk) 18:30, 8 May 2012 (UTC)[reply]

I'm amused that "what is in the best interests of the firm?" can be an "internally unpopular" question. --bodnotbod (talk) 13:58, 9 May 2012 (UTC)[reply]
Read a few more Dilbert strips. --Philgomes (talk) 16:28, 9 May 2012 (UTC)[reply]
  • "The primary motivation was that talk page entries for articles on multi-billion dollar firms (and their related Wikiprojects) in high-interest industries were going ignored for several weeks, all while inaccurate information about the company persisted and remained highly available to search." -- This is an important problem that has been ignored for a long time. Back in 2006, Kami Huyse, did exactly what Jimmy Wales insists was the only way PR people should contribute to Wikipedia. It took five years for someone to respond to her suggestion. The manner Wales insists is the only way PR people should contribute to Wikipedia doesn't work, & hasn't worked for years. IMHO, if you don't provide a workable solution that lets people like Huyse contribute to the encyclopedia "anyone can edit" in good faith, they won't & will allow only those willing to contribute in bad faith. -- llywrch (talk) 15:50, 8 May 2012 (UTC)[reply]
    • One thing suggested on the CREWE group was a noticeboard for the purpose, which would save such messages languishing on the unread talk pages of barely-read articles. I think that could potentially work really well. Is anyone interested in (a) setting up such a noticeboard (b) actually monitoring it? - David Gerard (talk) 16:48, 8 May 2012 (UTC)[reply]
David, I think you're close to what I've advocated as the basic solution here... There needs to be some sort of a message board closely linked to, but not part of, Wikipedia for such complaints, suggestions, and teeing up content... A board on WP is apt to be lost in the bureaucratic labyrinth and would fall under WP site rules and cultural norms — in which the bullying and blocking of outsiders and newcomers is pervasive. Something not too dissimilar to Wikipediocracy (without the jihadist agenda of a few of the principals there) would get more attention and would be a place where those feeling wronged could vent a little without being ignored, dissed, or annihilated. Carrite (talk) 17:09, 8 May 2012 (UTC)[reply]
My wish is for CREWE to start and maintain the board, I add. Carrite (talk) 17:15, 8 May 2012 (UTC)[reply]
I speak of a board on Wikipedia, not elsewhere. You could put one somewhere else, but don't be surprised if approximately no-one on WP regards it as anything other than more advertising for advertising. In particular, there's enough WR/Wikipediocracy trolls on CREWE already to suggest that group is rather less useful than it aspires to be - David Gerard (talk) 18:04, 8 May 2012 (UTC)[reply]
I suggested creating an on-Wikipedia suggestion box for the CREWE group. Just an idea stub: Wikipedia:WikiProject Cooperation/CREWE suggestion box . Discussions on Wikipedia_talk:WikiProject_Cooperation#CREWE_suggestion_box. -- Eclipsed (talk) (COI Declaration) 20:53, 8 May 2012 (UTC)[reply]
Note related discussion concerning a company noticeboard or help desk at User talk:Jimbo Wales/Paid Advocacy FAQ. --JN466 14:39, 9 May 2012 (UTC)[reply]
      • Another noticeboard? Why not try a simpler solution: A PR makes a suggestion on the talk page, waits a reasonable amount of time -- say a week -- & if no one bothers to respond said person goes ahead & makes the change. No risk of feature creep, or of unwanted red tape, or requiring more people -- who would be be employed writing articles -- to monitor Yet Another Discussion Page. And if the change is utter crap, Wikipedia has this tres kewl feature known as the "Page History" which allows knowledgeable users to revert the page to an older & better version. -- llywrch (talk) 16:14, 9 May 2012 (UTC)[reply]
        • While people have a clear allergy to the notion of someone from a company making a (however small) edit, llywrch brings up a good point. I fear that a new noticeboard just makes another "contribution ghetto" that's sends the signal "These are less-important and can be ignored." The logic seems to be "Why have one place to be ignored when you can have two at three times the effort?" What am I missing? --Philgomes (talk) 16:27, 9 May 2012 (UTC)[reply]
          • You got me. Maybe if a corporate employee makes an edit on behalf of her/his employer -- good, bad, or indifferent -- it gives Wikipedia cooties. At least that's the message I'm hearing in this proposal for Yet Another Discussion Page. -- llywrch (talk) 20:37, 9 May 2012 (UTC)[reply]
          • The idea is that the CREWE people would make it their business to make sure the noticeboard is staffed. And I am sure we would have other Wikipedians looking in as well. ;) If you look at how the WP:BLPN noticeboard works, you'll see it can make a real difference to have one place in Wikipedia where people with a good knowledge of the relevant content policy congregate to discuss articles that have gone wrong. JN466 20:50, 9 May 2012 (UTC)[reply]
  • I'm quite happy that this series is being run and find them very enlightening. Here's what I think about while reading the interviews.
    • What question was asked?
    • Was the question answered?
    • What idea was put forward in the response to the question?
All of these interviews provide the reader with information and that makes them useful. 64.40.54.67 (talk) 17:06, 8 May 2012 (UTC)[reply]
  • Suggestion for a future interview: a hardball interview with Jimmy Wales on the question. Carrite (talk) 17:17, 8 May 2012 (UTC)[reply]
  • I think the main thing that PR people need to understand is that Wikipedia has been under sustained constant assault from advertisers and PR people for the last few years. I don't mean once a day, I mean once a minute. Sure there are some large companies that have crappy Wikipedia articles, but there are also thousands of articles for tiny companies that are basically just spam, and we spend countless hours every day dealing with them. Your efforts to introduce some ethics into how PR people interact with Wikipedia are quite admirable (if perhaps naive), but if I were you I wouldn't expect Wikipedians to welcome you with open arms. To go ahead and invoke Godwin's Law, let's pretend it's WWII. Wikipedia is France and the PR industry is Germany. Germany has launched an all-out invasion and the troops are marching towards Paris. The tanks are rolling and there are body parts of Wikipedians flying everywhere. In the midst of this invasion, a well-meaning German decides to propose a new law for France. He suggests that the French be more careful about who they are shooting at and always make sure that they ask any approaching Germans what their intentions are before they shoot at them. Strangely, the well-meaning German is ignored. Obviously, this is a poor analogy, but that's how the typical Wikipedia editor views the situation. In a war, there are always innocent causalities, but until the PR industry as a whole declares a cease-fire, Wikipedia editors are going to hold on to their guns. Kaldari (talk) 18:15, 8 May 2012 (UTC)[reply]
Getting past the spectacular tastelessness of comparing people in my line of work to Nazis... I don't expect Wikipedians to welcome PR "with open arms." I do challenge them, however, to at least listen to the very legitimate concerns that companies have--concerns that, if addressed, actually help make a better encyclopedia. To extend your WWII metaphor, Wikipedia's posture toward corporate representatives (e.g., dismiss them as unworthy of serious consideration) and the remedies used (e.g., the "umbrage fatigue"-inducing public-shaming approach) are akin to the Maginot Line: great for addressing yesterday's issues, but ultimately inadequate for achieving the overarching, strategic goal. (In this case, an accurate and highly available resource.) --Philgomes (talk) 20:55, 8 May 2012 (UTC)[reply]
    • In game-theoretic terms, it's um complicated. There's likely some sort of qualitative difference between CREWE sorts and the run of the mill spammer. The question is (a) whether the difference makes a difference in practice (b) whether concessions to the nice ones just encourage the not-so-nice ones. The latter is the big fear: frankly, this stuff is, in practical terms, difficult to distinguish from spam, and the payoff in doing so is entirely unclear. Hideous bullshit like the faked-up pseudoacademic study really do not help in distinguishing the two at all - David Gerard (talk) 18:41, 8 May 2012 (UTC)[reply]
I'll concede that the Penn State study was terribly mis-marketed, but it's not completely without value to PR or Wikipedia. (I won't rehash my opinions from the article.) Jimmy Wales and others have long said "Go to the Talk page" whenever there's an error or grievance and that it'll take just a few days to get a response. This is simply not true and a survey of communicators strongly suggests same. As to PR and spam: Mediocre PR practitioners practice spam but spammers are most definitely not engaging in PR. Folks in CREWE know the difference. --Philgomes (talk) 20:55, 8 May 2012 (UTC)[reply]
  • "...activists or class-action lawyers, both of which are groups that possess the resources, expertise and bias described here, and in ample amounts.". This is an absurd comparison. There are orders of magnitude of difference in terms of resources. I think the facts on these matters are uncontroversial, and completely misrepresented here. Then we have "PR officials aren't specifically on the hook for improving a company's profitability... shades of gray...". I would have thought it's pretty clear. The overriding motivation of these private enterprises is to make profit. They are paying these PR people to help them to do that in one way or another. For that, and for no other reason. The Venn diagram of "most accurate presentation" and "most profitable presentation" clearly has more than one circle in it. There are plenty of egregious cases to verify that too. There's no way to wriggle out of this. If this is the way the world is presented even in an article trying to convince us that these guys are on the side of public interest and accuracy, well, it worries me. Worsehorse (talk) 19:46, 8 May 2012 (UTC)[reply]
Worsehorse - With respect, I have a pretty good idea of what public relations people are tasked with doing on behalf of a company. And, believe it or not, not everything we do (or even most of what we do) is aimed at stoking the magical ringing of cash registers or click-click-click of discharged e-commerce shopping carts. A PR person's interest in Wikipedia is more along the lines of reputation management, not marketing. Your argument assumes that corporations 1) deserve to have a hand tied behind their back, while 2) organizations who disagree with or even hate a company have a greater right to their point of view. As to orders of magnitude: When it comes down to the fact that computing devices are increasingly inexpensive and connectivity is asymptotically approaching "free", the playing field is quite level, or at least from that perspective. --Philgomes (talk) 21:58, 8 May 2012 (UTC)[reply]
  • David Gerard says, "One thing suggested on the CREWE group was a noticeboard for the purpose, which would save such messages languishing on the unread talk pages of barely read articles. I think that could potentially work really well. Is anyone interested in (a) setting up such a noticeboard (b) actually monitoring it?" I'm interested in helping to get this off the ground; it should be on-wiki, not at CREWE, and dominated by volunteers. I lack key skills, but WPian participants should be able to specialise, as they do in forums such as FAC. One thing I'm interested in helping to construct is a set of guidelines for both PR/company writers and WPians who are responding to requests for edits or reviews. We can hardly sit around complaining about confliction if we make it hard for visiting editors to be open and honest. Tony (talk) 10:02, 9 May 2012 (UTC)[reply]
  • Phil, you talk of "communications professionals". What you mean, for the most part, is people who are paid to make companies look good. No company pays people to make it look bad, after all. Can you see how that might introduce a tension with WP:NPOV? Can you also see why volunteers might be less than enthusiastic about the need to constantly police articles looking for whitewashing by people who are being paid to make companies look good? Do you see why volunteers might think it evil to edit for pay a website that was built by volunteer contributions, whose reputation and funding is based on those volunteer contributions? From what I have read, you do not really seem to have internalised the basis for objections to paid editing. Guy (Help!) 12:09, 9 May 2012 (UTC)[reply]
    • Yes, making your client look good is the fundamental game, and that is what WP is encouraging by not engaging with these professionals. An attitude needs to be fostered among companies (and BLP subjects) that your PR person makes you look good at large, but if you want 'em to work on your WP article, you need to accept that they've got to run the gauntlet with a bunch of rules. It's never going to get through to everyone, but engineering user cultures is the way wikis have survived and prospered. So you engage first by answering queries promptly, and by setting up a system of monitoring articles that are likely to be skewed. We manage copyright, we manage POV in much of the project, we even manage several varieties of English. Let's make a start. Tony (talk) 14:20, 9 May 2012 (UTC)[reply]
      • Use of the term "professionals" is an appeal to authority. I am a professional too. The point is that "these professionals" are paid advocates for their employers, this is orthogonal to the purpose of Wikipedia. We are not here to advocate, and we are not under any obligation at all to help those who are. "These professionals" are fundamentally uninterested in Wikipedia's mission, don't give a rat's ass about the Wikipedia community, do not care about our community ethos or the fact that we are a charity. All they care about is getting their employer the best possible presence on a high profile website. It's a parasitic mission, and yet they demand that we must accommodate them. They are this: wrong. Now, if they want to adopt a bit of humility and ask for help then fine, but they are in no position to make demands. I have personally discussed this at a high level with the marketing people for several Fortune 500 companies, it took lengthy and patient explanations to get them to understand that what they wanted to do was basically abusing a common good for corporate gain. It is that simple. Once the funding and community background was explained, then they understood why copying and pasting advertorial was never going to fly. They are supplicants here, they have lower status than people who contribute for the love of sharing knowledge, and that is a feature not a bug. Guy (Help!) 15:11, 9 May 2012 (UTC)[reply]
        • How is that different from BLP subjects? They "don't give a rat's ass about the Wikipedia community, do not care about our community ethos or the fact that we are a charity. All they care about" [http://www.stormfront.org/forum/t809859-9/#post10057604 is not getting unduly maligned] "on a high profile website". --JN466 20:56, 9 May 2012 (UTC)[reply]
          • There's got to be a Godwin's law violation for a Wikipediocracy advocate citing Stormfront to support advertising on Wikipedia - David Gerard (talk) 06:49, 10 May 2012 (UTC)[reply]
            • David, you are aware that your rhetoric is getting a bit shrill, aren't you? It's not about supporting advertising. The fact is that nobody here gave a toss that Vodacom was being maligned by a Stormfront fan, who was even giving his mates some free and fairly cogent advice on How To Do It™. That content stood for a full two months, was viewed by thousands of people, and the talk page of that article was last edited in 2008. Do you think that's good enough? If you call a Wikipedia that does not end up with articles corrupted by white supremacists a Wikipedia that supports "advertising", then I'm in favour of advertising! JN466 07:14, 10 May 2012 (UTC)[reply]
        • JzG - You're generating quite a bit more heat than light here. It appears you're reacting to the popular caricature of what we're trying to do, rather than what we're actually doing or recommending. No one is "making demands." And the PR people inside of CREWE have a greater sophistication with the topic than "copying and pasting advertorial." Such people understand that "fair" and "accurate" are reasonable goals for an encyclopedic-level entry. Now, there are some people within Wikipedia that will maintain that an inaccurate or activist entry is in a better state than one where a PR person (operating above-board and with complete transparency) has participated. I respectfully disagree. Through education and dialogue, CREWE is looking for ways that companies can do right by Wikipedia and ensure that the near-top search result for that company is accurate. Not "whitewashed", not "scrubbed"... Believe it or not, companies would be thrilled with "accurate". If the end result is an accurate and fair entry, I don't see reasonable parties on either side disagreeing. --Philgomes (talk) 22:10, 9 May 2012 (UTC)[reply]
          • Phil - JzG is not "generating more heat than light", he's telling you things that don't fit your agenda. That's rather diferent. His response is to your observed behaviour and the observed results of your behaviour, rather than your words. I appreciate that's frustrating to your efforts to shift perceptions your way, but your accusation is odious - David Gerard (talk) 06:49, 10 May 2012 (UTC)[reply]
  • Does this mean CREWE will put an end to their lobbying efforts? Now that you are endorsing the Bright Line. User:King4057 (COI Disclosure on User Page) 21:58, 9 May 2012 (UTC)[reply]
    • I don't endorse the Bright Line rule (not that it needs my endorsement) because it doesn't admit of the real complexities of the problem we're discussing. It amounts to little more than a means to dismiss serious discussion. That said, there's a lot more work to do in terms of industry education and the trial-and-error of new ideas (like the noticeboard) that are perhaps better than options made available to communicators. --Philgomes (talk) 22:10, 9 May 2012 (UTC)[reply]
      • When this industry education takes place and someone wants to know if they can edit their article, what will you tell them? User:King4057 (COI Disclosure on User Page) 01:03, 10 May 2012 (UTC)[reply]
        • Likely the response would be to follow Wikipedia's rules regarding editing with a COI, which includes being allowed to make Non-controversial edits. There is currently no policy or guideline that deals with paid editing. The bright line rule is just an essay that Jimbo wrote, nothing more. SilverserenC 03:10, 10 May 2012 (UTC)[reply]
          • I think Eclipsed wrote the essay, but it was recently removed. Phil seems to depict CREWE as being mis-characterized, but their portrayal as an aggressive lobbying organization is rooted in trying to get permission for broader direct editing privileges. What I really mean is if they have resolved to learn how to follow current policies and guidelines instead of lobby for change. With exception to the technicality that the bright line forbids punctuation and spelling edits, current policies, guidelines and essays all encourage COIs use Talk pages heavily. It's not that different. User:King4057 (COI Disclosure on User Page) 04:31, 10 May 2012 (UTC)[reply]
            • That difference is kind of a big one though, in terms of work load. I don't think we have the resources to actually do request edits for minor changes like that. SilverserenC 07:29, 10 May 2012 (UTC)[reply]
  • Setting up an efficient noticeboard response system would be a response not just to the immediate issue of involved edits; I'm alarmed that people are now being sued in a number of jurisdictions for what they write on Twitter (two in Australia in the past few weeks have made the news). A rapid-response team is going to be an essential part of protecting the movement from subjects—whether people or organisations—who feel aggrieved at text in WP articles about them. Tony (talk) 09:05, 10 May 2012 (UTC)[reply]

I keep hearing the same stories about how "I'm a PR professional, and I posted on my client's talk page, and nobody responded; so I should be able to edit at will." Has nobody told the CREWE and other pros about the simple little {{help}} template; or the Help Desk? --Orange Mike | Talk 19:45, 11 May 2012 (UTC)[reply]

Mixed results with the template approach. It's nevertheless an escalation point in the first version of the CREWE flowchart. --Philgomes (talk) 17:29, 14 May 2012 (UTC)[reply]

We should probably also note that WP:OTRS is available for anybody with urgent concerns related to an article. 64.40.57.7 (talk) 21:35, 11 May 2012 (UTC)[reply]

To be fair, I used the OTRS system recently and they just told me to use the Talk page. On the other hand, Wikipedia is not a customer service organization serving PR customers. User:King4057 (COI Disclosure on User Page) 00:45, 12 May 2012 (UTC)[reply]
Same happened to me. Seems to me that OTRS should only be used for super-egregious problems. Now wondering what its place ought to be on the CREWE flowchart.) --Philgomes (talk) 17:29, 14 May 2012 (UTC)[reply]



       

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