Introduction
Having a well-structured and properly referenced Wikipedia page can significantly boost a company’s online presence and credibility. Doing it wrong can get the Wikipedia article edited in a way that damages the brand, or even gets the article deleted. For PR practitioners, directors of marketing, and directors of communications, understanding how to procure media coverage that qualifies as suitable references for Wikipedia is crucial.
This guide will walk you through the intricacies of Wikipedia references, using a fictional crypto company, “CryptoInnovate,” as our example. We’ll explore what constitutes a good Wikipedia reference, how to identify appropriate sources, and strategies for obtaining reference-worthy media coverage.
What is a Wikipedia Reference?
Wikipedia references are the backbone of the encyclopedia’s content statements. They are publicly visible evidence designed to support the statements made in articles, allowing Wikipedia readers and editors to verify the information and explore topics in greater depth.
Locating References in Wikipedia Articles
References can typically be found in several places within a Wikipedia article:
Inline citations: Small superscript numbers or letters that link to the full reference at the bottom of the page.
References section: A dedicated area at the end of the article listing all sources cited.
Further reading or External links sections: Additional resources that may not be directly cited in the article but provide valuable related information.
Qualities of a Good Wikipedia Reference
Not all sources are created equal in the eyes of Wikipedia editors. Understanding what makes a good reference is crucial for PR and marketing professionals aiming to improve their company’s Wikipedia presence.
Preferred vs. Non-Preferred Sources
Wikipedia has clear guidelines on what constitutes a reliable source. Generally, preferred sources include:
Reputable news organizations
Peer-reviewed academic journals
Books published by respected publishing houses
Government publications and reports
Non-preferred or discouraged sources often include:
Press releases
Company websites
Personal blogs or social media posts
Forums or discussion boards
Self-published materials
An example of a source that is currently deemed unreliable
Anti-Defamation League: One might think the ADL would be considered reliable, but, according to Wikipedia “There is consensus that the ADL is a generally unreliable source for the Israel/Palestine conflict, due to significant evidence that the ADL acts as a pro-Israeli advocacy group and has repeatedly published false and misleading statements as fact, un-retracted, regarding the Israel/Palestine conflict.“
The Importance of Substantial Coverage
A major aspect of a good Wikipedia reference is that it provides substantial coverage of the subject. This means:
The article should be mainly about the subject (in our case, CryptoInnovate), not just mentioning it in passing.
The subject’s name should ideally appear in the headline or early in the article, indicating its significance to the content.
The coverage should provide meaningful information about the subject, not just a brief mention or listing.
The Difference Between High-Quality and Low-Quality References
Understanding the distinction between high-quality and low-quality references is very important for maintaining the integrity of a Wikipedia article, and also for maintaining the viability of the article itself.
Examples of High-Quality References
A feature article about CryptoInnovate in a respected financial publication like Forbes or Bloomberg.
An in-depth analysis of CryptoInnovate’s technology in a peer-reviewed blockchain publication. Note: Crypto industry publications are often not considered reliable enough to use as important references. This is often due to Wikipedia editor bias.
A government report mentioning CryptoInnovate’s impact on the cryptocurrency market. Government reports are generally considered relaible.
Examples of Low-Quality References
A press release on CryptoInnovate’s website announcing a new product.
A blog post written by CryptoInnovate’s CEO on the company blog.
A forum discussion where users speculate about CryptoInnovate’s future projects.
What Constitutes a Reliable Source for Wikipedia?
A reliable source for Wikipedia is one that has editorial oversight, fact-checking processes, and a reputation for accuracy. These sources are typically well-established publications or institutions known for their credibility in the relevant field.
Consequences of Using Low-Quality References
Using subpar references can have several negative impacts on a Wikipedia article:
Individual statements may be challenged or removed if not properly sourced.
The article’s overall credibility may be questioned, leading to increased scrutiny from editors.
In extreme cases, an abundance of poor references could lead to the article being nominated for deletion.
Consequences of Having Too Few References
Having only a few references, even if they are good, is risky. For example, at the time of this writing a crypto company has only three references for a Wikipedia article created only a few months ago. Below is an image of their references. Note that all three are pretty good. They are Y Combinator, Forbes, and The Standard.
… And Not Always Good Ones
But further digging shows that:
The Forbes article was written by a Contributor, not a staff writer. Contributors are often paid to make those contributions and so are generally thought of as less reliable than Staff writers.
The Y Combinator article is not an article, but only a listing of other articles.
The last reference, The Standard, is not on the list of unreliable publications, so may be OK.
Identifying Suitable References for a Wikipedia Page
One good strategy for finding appropriate references is to look at the Wikipedia pages of similar companies or individuals. For CryptoInnovate, this might involve looking at the Wikipedia pages of other cryptocurrency companies or blockchain technology firms. Pay attention to:
The types of publications cited (such as: tech journals, financial news sites, and academic papers)
The depth of coverage in the referenced articles
How recent the sources are
Who created the reference content, a staff writer or a contributor? Contributors are often frowned upon.
Understanding Wikipedia’s Flexibility with References
While Wikipedia has clear guidelines on reliable sources, you may notice some articles contain references that don’t seem to meet these standards. But why? Well, for several reasons:
Historical acceptance: Some older references may have been grandfathered in before stricter guidelines were implemented.
Lack of better sources: In some cases, a less-than-ideal source might be temporarily accepted if no better alternatives exist.
Editor discretion: Wikipedia editors are human and may have varying interpretations of source quality. People are biased.
No one noticed: The low-quality references may be there simply because no one has noticed yet.
I’s important to note that relying on these exceptions is not a recommended strategy. Always aim for the highest quality references possible because not doing so can get you in trouble, especially for challenging industries to earn a Wikipedia article in such as crypto companies.
Strategies for Obtaining High-Quality Wikipedia References
Now that we understand what makes a good Wikipedia reference let’s explore how to get them.
Researching Suitable Publications
Start by creating a list of publications that are frequently cited in Wikipedia articles for companies similar to CryptoInnovate. This might include:
Technology publications (e.g., TechCrunch, Wired)
Financial news outlets (e.g., Forbes, Bloomberg)
Cryptocurrency-specific news sites (e.g., CoinDesk, Cointelegraph)
Academic journals focusing on blockchain technology
Analyzing Reference Structure
Pay close attention to how the references are structured in successful Wikipedia articles. Look for:
Articles where the company is the main subject (like the name is in the headline)
Content written by staff writers rather than contributors or guest authors
Publications known for unbiased reporting in the crypto industry
Publications not on the “naughty list“.
Effective Publication Outreach for Wikipedia-Worthy References
Securing media coverage suitable for Wikipedia references requires a different approach than traditional PR strategies. A press release just won’t cut it.
Tailoring Your Outreach
When reaching out to publications, keep in mind:
Focus on publications that are likely to provide substantial coverage of the subject
Pitch stories that go beyond simple announcements, offering in-depth analysis or industry insights
Pitch stories that directly support a statement you are planning to make on Wikipedia (don’t edit your own page, though)
Aim for coverage by staff writers or respected industry analysts
Never push for promotional content; instead, offer genuine news value or expert commentary. Promotional content will often kill a Wikipedia article.
Developing Wikipedia-Friendly Content
Work with journalists and publications to create content that:
Provides comprehensive information about the role of the subject in the industry
Includes verifiable facts and figures about the company’s operations, technology, or market impact
Offers expert insights from leadership on industry trends or challenges
Conclusion
Getting media coverage that qualifies as suitable Wikipedia references requires a strategic approach that differs from traditional PR practices. By understanding Wikipedia’s standards for reliable sources, analyzing successful articles in your industry, and tailoring your media outreach accordingly, you can dramatically improve your chances of building a robust and credible Wikipedia presence for your company.
Remember, the goal is not just to get mentioned in various publications, but to secure substantial, high-quality coverage that provides genuine value to Wikipedia readers and meets the encyclopedia’s standards for neutrality and reliability. With patience, persistence, and a focus on quality over quantity, you can develop a strong foundation of references that will support a comprehensive and authoritative Wikipedia article for your company.
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