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In this episode of PR Explored, host Michelle Garrett, a PR consultant, author, and writer, interviews Wikipedia consultant and ghostwriter Jonathan Rick about how Wikipedia works and why it matters for PR.
Rick explains that Wikipedia reflects what reliable mainstream media has reported, not “truth,” and editors enforce a neutral point of view, rejecting promotional language.
He says the biggest misconception is confusing being accomplished with being “notable,” noting about 80% of prospective clients don’t meet criteria; you can’t buy a page, and the only real path is substantial independent media coverage.
He outlines why Wikipedia is increasingly influential through Google rankings, reuse by platforms like YouTube and voice assistants via Wikidata, and heavy citation by ChatGPT, meaning Wikipedia content can shape AI narratives.
They discuss risks of premature submissions (deletions, public records, and “salting”), weak sources like Forbes contributor content, Authority Magazine and TechCrunch, limited value of most trade media, red flags in service providers (guarantees, claimed editor connections, low fees, whitewashing, non-disclosure), timelines, and the need for ongoing monitoring and COI-compliant proposed edits.
00:00 Welcome and Introductions
00:56 Jonathan’s Wikipedia Work
02:13 Freelance Life and Family
04:05 Why This Wikipedia Episode
05:49 Wikipedia Basics Explained
10:04 Notability Misconceptions
12:07 You Can’t Buy Pages
13:19 Why Wikipedia Matters Now
19:10 How Pages Get Created
23:44 When to Wait and Avoid Deletion
25:59 The Only Path Is Press
28:01 Sources That Don’t Count
33:09 Do Trade Pubs Help
37:08 Audience Q&A Begins
37:29 LLMs and Source Credibility
39:47 Why Weak Press Hurts Wikipedia
41:16 Trade Pub Reliability Signals
47:23 How Many Links Are Enough
49:36 Vetting Wikipedia Consultants
52:46 No Guarantees in Wikipedia
54:33 Cost and Timeline Expectations
58:31 Maintaining Pages and Editing Rules
01:02:11 Disclosure Pitfalls and Scandals
01:06:02 Final Takeaways and Resources
Show notes:
Learn more Jonathan Rick's Wikipedia services: www.jonathanrick.com/wikipedia
Daily Mail article about North Face editing Wikipedia pages to boost search results: https://www.dailymail.com/news/article-7095213/North-Face-issue-grovelling-apology-caught-editing-Wikipedia-pages-boost-search-results.html
Follow the host:
Website: www.michellegarrett.com
LinkedIn: https://www.linkedin.com/in/prstrategist/
YouTube: https://www.youtube.com/@PRisUs
X/Twitter: https://x.com/PRisUs
Threads: https://www.threads.com/@prwritergal
Michelle's book - B2B PR That Gets Results - is available now
Book a no-obligation call to talk about your needs here.
About the host: Michelle Garrett is a B2B PR consultant, media relations consultant, writer and author of B2B PR That Gets Results, an Amazon Best Seller. She helps companies create content, earn media coverage, and position themselves as thought leaders in their industry. Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker and podcast guest on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals.
