Tag Archives: Public Relations Society of America

In January we shared some tips for publishing and editing pages on Wikipedia. Now the popular crowd-sourced encyclopedia may soon enact a significant change to the disclosure it requires from its editors.

The Wikimedia Foundation “is proposing an amendment to the online encyclopedia’s terms of use that would address further undisclosed paid editing,” writes PRWeek’s Diana Bradley, who spoke with the foundation about the proposal:

The purpose of the proposal is to provide clear guidance on how editors can disclose potential conflicts in compliance with Wikipedia’s existing prohibitions on deception, misrepresentation, and fraud, according to Jay Walsh, communications consultant and adviser to the Foundation.

The amendment would also inform users about the potential legal ramifications of undisclosed paid editing and about existing community policies that may go above and beyond this baseline requirement, he explained.

Writing for Forbes, Michael Humphrey calls the amendment a “notable, and I think noble, attempt to fight back the practice of glossing entries with slanted versions of reality” and “the kind of transparency that be a model for many content companies.”

Moving forward

Contributing to Wikipedia “to serve the interests of a paying client while concealing the paid affiliation has led to situations that the community considers problematic,” according to the amendment’s introduction. The practice is only one of many issues the online encyclopedia faces. Some organizations have noted the huge gender gap among Wikipedia’s contributors. “Today’s bunch are 90% male and mostly from rich countries,” according to a recent article in The Economist. The Atlantic Cities’ Emily Badger examines a study that highlights similar problems, writing that “Wikipedia has a geography of its own, and in many ways, it’s a biased reflection of the real world.”

The amendment shows a maturation of Wikipedia’s platform, as it tries to evolve and adapt to the online encyclopedia’s growing popularity and impact. It’s also part of a broader trend toward developing interlinked online identities that facilitate more transparency and honesty, albeit less online privacy. William Beutler of the firm Beutler Ink tells PRWeek: “I do not think Wikipedia’s rules have been clear in the past, so any move that can be made by the Foundation or the community itself to clarify rules of engagement to editors or interested outsiders is a good thing.”

 
 
Papa Johns

Since founding Papa John’s in the back of his father’s bar in 1984, John Schnatter has built his business into a leading international pizza delivery chain. Its reputation for customer service, quality and value has fueled that growth and distinguished it from competitors like Domino’s and Pizza Hut.

Papa John’s has deftly built and maintained that reputation, but recently there have been challenges. The first challenge occurred earlier this year, when a racial slur on a receipt at Harlem Papa John’s went viral.  Papa John’s quickly stepped in to protect its image. Just a day after the offensive receipt appeared online, the chain took to Twitter and Facebook to apologize and announce that the employee responsible had been fired.

Politics and Pizza

The pizza chain has been less successful in its response to the more complex controversy surrounding Schnatter’s own comments about the Affordable Care Act. Discussing his view of the health care law over the summer and after the presidential election, Schnatter drew extensive media coverage and triggered both positive and negative reactions on social media. He attempted to clarify what he had said in a Huffington Post blog post, but his explanation doesn’t appear to have succeeded in swaying public perception or distancing the Papa John’s brand from such a heated political issue. A recent YouGov BrandIndex report found that the controversy has negatively impacted the chain’s reputation. Chicago journalist Edward McClelland may have said it best: “Everyone eats pizza. And when you’re trying to sell a product to everyone, it’s not smart to alienate the 51 percent who voted for a winning presidential candidate.”

Papa John’s doesn’t need to look further than its own recent successes for a strategy that might help repair its reputation. In 2008, after drawing ire and boycott threats from Cleveland Cavaliers fans for t-shirts that insulted NBA star LeBron James, Papa John’s made up for it by selling pizzas to Cleveland residents for just 23 cents and donating to the Cavaliers Youth Fund. That approach earned the chain one of PRSA’s Silver Anvil Awards for Crisis Communications. Americans may clash when it comes to sports teams and politics, but, to borrow from the quote above, everyone eats pizza.