In the digital age, understanding the platforms that shape public perception is crucial for public relations professionals. While Twitter, YouTube, and cable news are significant, the real powerhouse in shaping public perception is none other than Wikipedia. This might come as a surprise to some, but here's why Wikipedia is an indispensable tool for anyone in public relations.
The Gateway to Visibility
Wikipedia is more than just an online encyclopedia; it's a central hub of information with over 6 million articles, attracting an impressive 260 million viewers each month. For brands, this platform is pivotal because it often appears as a top search result in Google. When people search for any entity—be it a person, place, or company—the comprehensive summaries provided by Wikipedia make it highly relevant. This relevance boosts its visibility, making it the go-to source for information.
Integrated Across Platforms
The influence of Wikipedia extends beyond just web searches. Google’s knowledge panels, which are displayed prominently at the top of search results, frequently pull content directly from Wikipedia. Moreover, Wikipedia also appears in voice search responses and in AI chatbot interactions. For instance, devices like Alexa and Siri often use information from Wikipedia to answer questions about brands. A study even showed that voice assistants relied on Wikipedia for 99% of accurate brand-related answers.
A Staple in AI Technology
As AI technology becomes more integrated into our everyday lives, Wikipedia's role continues to expand. The encyclopedia has been used to train AI systems like ChatGPT, teaching them the patterns of language associated with various topics. This training means that when AI systems provide information, they are often pulling from knowledge learned from Wikipedia entries. The implications for PR are enormous, as AI-generated content can influence public perceptions of a brand or individual.
Crisis Management and Immediate Information
The impact of Wikipedia on brand reputation is particularly evident during crises. For example, during unexpected events, people often turn to Wikipedia for fast, reliable information. A study by the Wikimedia Foundation noted that media coverage is a significant driver of traffic to Wikipedia articles. This indicates that in times of heightened public interest, Wikipedia becomes a primary source of information, often bypassing traditional media and corporate communications.
The OceanGate Example
Consider the case of OceanGate, a deep-sea research and tourism company. Despite having a Wikipedia page since 2015, the page saw minimal traffic until a tragic incident involving the Titan submersible. Suddenly, the page's views skyrocketed as people sought reliable information about the company during the crisis. This surge in interest illustrates how critical Wikipedia is during times of public focus.
Engaging with Wikipedia: Best Practices for PR
Having a detailed and up-to-date Wikipedia page can significantly enhance an organization's credibility and public image. However, Wikipedia's strict neutrality and verifiability guidelines mean that PR professionals must approach the platform with care. Direct editing by someone with a conflict of interest is discouraged. Instead, PR professionals should engage transparently, suggesting changes through the appropriate Talk Pages and allowing independent editors to review these suggestions.
Conclusion
For PR professionals, Wikipedia is not just another platform; it's a critical element of the digital ecosystem that shapes public perception. Its role in search engine results, AI technology, and crisis management makes it a pivotal tool for any public relations strategy. By understanding and respecting its rules and influence, PR professionals can better manage their brands' reputations and navigate the complexities of digital communication. Engaging with Wikipedia thoughtfully and ethically can ensure that when the public looks for information, they find content that is accurate, up-to-date, and reflective of the brand's values.