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Google searches link to Wikipedia more than any other website. It is the largest and most-read reference work in history. It is consistently ranked as one of the 10 most popular websites in the world, and as of 2024 is the fifth most visited website on the net. Wikipedia is also one of the richest sources of information for AI training models. With all those eyes on Wikipedia, it’s no surprise that PR professionals want relevant entries to reflect their priorities and messages. Yet Wikipedia’s rules generally prohibit people and representatives of organizations from editing their articles. Some people try to game the system, frequently facing consequences like bans from Wikipedia. Others work with companies like Beutler Ink, a reputation agency specializing in Wikipedia entries based on founder William Beutler’s knowledge of working with the site’s volunteer editors to achieve the best possible results for his clients.

In this FIR Interview, Shel and Neville talk with Bill about the current state of Wikipedia’s relationship with the PR industry, how AI affects Wikipedia, and a host of other topics of interest to communicators.

About our conversation partner

William Beutler is the founder and president of Beutler Ink, a digital agency specializing in “white hat” Wikipedia consulting for corporate and institutional clients. Since its launch in 2010, Beutler Ink has led successful Wikipedia engagements for hundreds of clients, including numerous firms in the Fortune 50.

Mr. Beutler is considered the foremost expert in public relations for Wikipedia, and is the author of an influential blog, The Wikipedian (www.thewikipedian.net). His commentary has been featured by The Economist, on C-SPAN, at SXSW, and in 2020 he contributed a chapter to the book “Wikipedia @ 20: Stories of an Incomplete Revolution” published by MIT Press.

Links from this episode

• Beutler Ink
• CREWE (Corporate Repreentatives for Ethical Wikipedia Engagement) Facebook Group
• Phil Gomes’ 2012 Open Letter to Jimmy Wales

The next monthly, long-form episode of the “For Immediate Release” podcast will drop on Monday, March 25.

We host a Communicators Zoom Chat most Thursdays at 1 p.m. ET. For credentials needed to participate, contact Shel or Neville directly, request the credentials in our Facebook group, or email fircomments@gmail.com.

You can find the stories from which Shel’s FIR content is selected at Shel’s Link Blog. Shel has started a metaverse-focused Flipboard magazine. You can catch up with both co-hosts on Neville’s blog and Shel’s blog. Neville’s Asides blog is also available.

Disclaimer: The opinions expressed in this podcast are Shel’s and Neville’s and do not reflect the views of their employers and/or clients.

About Neville Hobson

Neville Hobson is a communicator, social strategist, consultant, digital change agent, writer, and podcaster. He is co-founder and co-host of the 'For Immediate Release' podcast. Since 2000, his career has focused on working with organisations globally to help them leverage his experiences, knowledge and subject-matter expertise of social networks, social media marketing, analytics and insights reporting, to create and build foundations for authentic engagement and to expand online reach and influence. Full bio

About Shel Holtz

Shel Holtz, SCMP, ABC, IABC Fellow, is senior director of Communications at Webcor, a commercial general contractor headquartered in San Francisco. Before joining Webcor, Shel spent 21 years as principal of Holtz Communication + Technology. In addition to integrating technology into communications strategies, his expertise includes strategic communications planning, change management, organizational culture, business initiatives and communications research. Full bio