On Sex and the City, Samantha was never seen scrolling through comments on news blogs to make sure her clients’ reputations weren’t being maligned. Instead, she attended fancy New York parties and talked up her roster of good-looking clients.
But SATC is dated. The work of public relations professionals has been made harder (and less glamorous) by the explosion of online news sources. We know that law firm PR folks spend a healthy amount of time monitoring the legal blogosphere to do damage control for their firms. Another place they need to watch is Wikipedia.
The crowd-source encyclopedia has become the go-to reference site for most Internetters. Society’s sages often warn people not to take everything they find in Wikipedia at face value — since the information does not necessarily come from experts and is not systematically vetted — but that advice often goes unheeded.
Because Wikipedia is such an important source of information, and so easily edited, some try to manipulate entries to give them a positive or negative spin. Lawyers at certain firms have been found guilty of this before (e.g., Wachtell). Sometimes dueling manipulation of an entry reaches the level of what Wikipedia calls an edit war — when two or more editors are continually overriding one another’s changes.
The Wikipedia gods ordered an end to the war on the page of Latham & Watkins. BLY1 noticed that the page was put on lockdown. A note from the Wikipedia war god says:
NOTE: IF YOU HAVE COME HERE TO EDIT ABOUT LAYOFFS, THINK TWICE. EDITS MUST BE FACTUALLY VERIFIABLE, AND NEUTRAL. IF YOU ARE CONNECTED TO THIS COMPANY IN ANY WAY WE ADVISE YOU *NOT* TO TOUCH IT.
Someone kept inserting references to Latham’s layoffs and how hard hit first-year associates were. That info has now been scrubbed from the page.
We decided to take a stroll though the revision history of other law firm pages to see who needs to do clean up, and who has done clean up. Cravath, for example, had a very interesting description for a short time…



