A year ago this week, we—Bill Beutler and Molly LeCronier—started The Notability Company because we kept seeing the same problem from opposite sides of the same table.
Bill has spent two decades at the intersection of digital media, reputation, and open knowledge, and he knows how Wikipedia’s editors think. Molly comes from public relations and media relations, where her job is to get credible journalists to tell a company’s story. Over and over, we watched companies get stuck between those two worlds. They’d have a Wikipedia draft declined for thin sourcing, and a PR program that didn’t know which coverage Wikipedia would actually accept.
The people who understand Wikipedia and the people who land earned media rarely work together. So we built a company where they do.
A year of talking with founders, executives, digital marketers, and communications professionals has made one thing clear: the companies that succeed on Wikipedia are the ones that earn it. Here’s what we tell nearly everyone.
What we tell every company that wants a Wikipedia page
Start with the story. Wikipedia reflects what independent sources have already covered in depth, so the strongest path to a page is a company story worth telling. When a company has real momentum and a clear point of view, our work often starts with a media strategy, because that coverage is what makes a page possible.
Quality coverage is the currency. Wikipedia’s reviewers look for editorially reviewed journalism. That’s good news, because it’s the same coverage that builds your reputation with customers, investors, and the press. Sponsored posts, self-published pieces, and news releases have their place in the PR mix, but they can't be the foundation of a Wikipedia page.
Wikipedia is a long-term asset, not a quick fix. Many companies come to us because of SEO and AI search, and Wikipedia can play a role in both. But it works best as the result of a strong earned media program rather than a shortcut around one. A realistic path to a live article is six to twelve months, and the earned media work that gets you there pays off along the way.
Readiness makes the difference. The companies that succeed have two things in place: a PR structure to support outreach, and a story reporters want to tell. If you’re not there yet, we’ll say so and help you get ready, because that groundwork is what makes everything else work.
Year two: Articles for Creation for B2B companies and their executives
This year we’re launching dedicated Articles for Creation (AfC) support for B2B companies and their leaders. Fewer than half of the drafts submitted through AfC are accepted, so we’re selective about the projects we take on. When we do, we research the independent coverage, write the draft, and guide it through Wikipedia’s volunteer review. If a draft is declined, our PR strategy support, available as an add-on, can fill the sourcing gaps and build toward a stronger resubmission.
If you lead a B2B company and wonder whether you or your business could earn a place on Wikipedia, we’d love to talk. Learn more at thenotability.co.
Thank you
Most importantly, thank you to our clients for trusting us with something as personal as how the world sees them. Thank you also to our partners, colleagues, and prospects who’ve been generous with their time, patience, and perspective. We’re grateful for the first year, and excited for the next.
—Molly LeCronier and Bill Beutler, The Notability Company