prsa webinar: pr in a wikipedia age

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PRSA Webinar: PR in a Wikipedia Age by Andrew Lih, author of The Wikipedia Revolution, August 2013.


  • 1.AndrewLih Twitter:Fuzheado UnderstandingtheNew DigitalPublicSphere (PRinaWikipediaAge) PRSAWebinar August19,2013 Associateprofessorofjournalism AmericanUniversitySchoolofCommunication

2. AndrewLih authorofTheWikipediaRevolution Twitter:Fuzheado cle view sourcediscussion history HOW A BUNCH OF NOBODIES CREATED THE WORLDS GREATEST ENCYCLOPEDIA Imagine a world in which every single person on the planet is given free access to the sum of all human knowledge. Thats what were doing. Jimmy Wales With more than 2,000,000 individual articles on everything from Aa! (a Japanese pop group) to Zzyzx, California, written by an army of volunteer contributors, Wikipedia is the #8 site on the World Wide Web. Created (and corrected) by anyone with access to a computer, this impressive assemblage of knowledge is growing at an astonishing rate of more than 30,000,000 words a month. Now for the rst time, a Wikipedia insider tells the story of how it all happenedfrom the rst glimmer of an idea to the global phenomenon its become. Andrew Lih has been an administrator (a trusted user who is granted access to technical features) at Wikipedia for more than four years, as well as a regular host of the weekly Wikipedia podcast. In The Wikipedia Revolution, he details the sites inception in 2001, its evolution, and its remarkable growth, while also explaining its larger cultural repercussions. Wikipedia is not just a website; its a global commu- nity of contributors who have banded together out of a shared passion for making knowledge free. Featuring a Foreword by Wikipedia founder Jimmy Wales and an Afterword that is itself a Wikipedia creation. U.S. $24.99 pedia Revolution pedia, the free encyclopedia navigation, search s article is about the book. For the different, similar terms related to Wikipedia, see ipedia (terminology). Wikipedias non-encyclopedic visitor introduction, see Wikipedia:About. Revolution (pronunciation ) is the story of the free,[1] multilingual ency- roject supported by the non-prot Wikimedia Foundation. The websites name anteau of the words wiki (a technology for creating collaborative websites) and dia. Wikipedias 10 million articles have been written collaboratively by volun- nd the world, and almost all of its articles can be edited by anyone who can Wikipedia website.[2] Launched in 2001 by Jimmy Wales and Larry Sanger,[3] it y the largest and most popular[1] general reference work on the Internet.[4][5][6] edia Revolution traces Wikipedias phenomenal success back to its roots, and e people who have contributed to its stated mission of giving every single person s to the sum of all human knowledge. THEWIKIPEDIAREVOLUTIONANDREWLIH HowaBunchofNobodies CreatedtheWorlds GreatestEncyclopedia ISBN: 978-1-4013-0371-6 A N D R E W L I H e Introduction to The Wikipedia Revolution edia founder, Jimmy Wales ow, its hard not to use the Internet without experiencing Wikipedia in s and surng. It has become an incredibly useful Internet resource in nguages. Yet when you use Wikipedia, you may not understand the phy behind it. book tells the story of how Wikipedia began and evolved from a traditional pedia into the intricate global community that it is today. 3. Core policies Neutral point of view (NPOV) Veriability (V) and reliable sources (RS) Conict of interest (COI) 4. NPOV ...representing fairly, proportionately, and, as far as possible, without bias, all of the signicant views that have been published by reliable sources on a topic. 5. COI Cannot promote your own interests or those of other individuals, companies, or groups Paid advocates are very strongly discouraged from direct article editing, and should instead propose changes on the talk page of the article in question 6. Case of Wikipedia 7. Why? Wikipedia tops the Google searches 8. If the news is that important, it will nd me. Unnamed teenager at a focus group, NY Times, March 27, 2008 9. Public relations in a new digital public sphere? 10. PRSA 1982 Traditional denition Public relations helps an organization and its publics adapt mutually to each other. 11. PRSA 2011/2012 Crowdsourced denition Public relations is a strategic communication process that builds mutually benecial relationships between organizations and their publics. 12. CIPR Public relations is the discipline which looks after reputation, with the aim of earning understanding and support and inuencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics 13. Highlights PRSA: process and relationship are key upgrades CIPR: maintain goodwill and mutual understanding What does this mean in social media/ digital public sphere? 14. Strategies Understand these communities Learn and respect their norms Be transparent The alternative is far worse 15. Bad strategies Astroturng (fake grassroots) Fake/sock puppet accounts Undue inuence 16. Wikipedia CREWE - Corporate Representatives for Ethical Wikipedia Editing Chartered Institute of Public Relations (CIPR) Wikipedia Best Practice Guidance 17. COI history 18. CREWE Phil Gomes, Edelman Digital Its imperative, however, that the public relations industry demonstrate by cooperation and good behavior that it can work with the Wikipedia community instead of taking the quick, easy-x route. 19. Bell Potinger (2011) Analysis of the edits demonstrated that the changes had both added positive information and removed negative content, including the removal of information regarding the drug conviction of a businessman and Bell Pottinger client, and changing information about the arrest of a man convicted for commercial bribery.... head of digital at Bell Pottinger blamed the incident on Wikipedia's confusing editing system and the pressure put on us by clients to remove potentially defamatory or libellous statements very quickly, because Wikipedia is so authoritative." 20. CIPR warning There is another interpretation of public relations, commonly referred to as "spin". If this is your mode of operation then you are urged to steer clear of Wikipedia altogether in the performance of your job. 21. CIPR warning You are reminded that dark arts are the antithesis of best practice public relations. Intentional deceit and anonymous or incognito activities are breaches of professional codes of conduct. 22. CREWE Flowchart 23. CREWE Flowchart 24. Wikipedia has... Volunteers who are copyright, research, reference and topic experts Superior technical and logistical to even top rms Database and system administrators Edit history is forever 25. Followup Join/understand Wikipedia and start editing articles with no COI Download and understand CREWE Flowchart Monitor the Facebook CREWE group 26. AndrewLih Twitter:Fuzheado UnderstandingtheNew DigitalPublicSphere (PRinaWikipediaAge) PRSAWebinar August19,2013 Associateprofessorofjournalism AmericanUniversitySchoolofCommunication