Trust is built in the open: What Wikipedia can teach us about the future of comms

Wikipedia has long been a symbol of what the internet could be at its best: open, collaborative, and committed to the pursuit of knowledge. 

Founded in 2001 by Jimmy Wales and Larry Sanger, the platform has grown to be one of the world’s most visited websites, maintained by a vast, decentralised network of mostly anonymous volunteers. Its ethos is built on transparency: every edit is tracked, every dispute is visible, and uncited sections are routinely flagged. This model allows editors to present multiple viewpoints on controversial topics, aiming for neutrality rather than advocacy.

But, as Jimmy Wales discusses in a recent interview with the New York Times, Wikipedia now finds itself at the heart of a global debate about trust, and the site has recently become a target of Elon Musk, congressional Republicans, and right-wing influencers, all of whom claim it is biased. 

Wales acknowledges that the platform is not perfect, but he argues that its willingness to admit uncertainty, flag disputed content, and show the messy reality of consensus-building is precisely what makes it trustworthy. Rather than presenting a single, unassailable version of the truth, Wikipedia documents the arguments and the evidence, inviting readers to see the process, as well as the outcome.

This approach is not without its vulnerabilities. Editors have faced harassment, doxxing, and even threats from authoritarian regimes. The platform’s openness also exposes it to manipulation and external pressure. Still, Wales remains optimistic. He believes that most people, even those with strong ideological views, are capable of engaging in good faith. He is confident that Wikipedia’s nonprofit status and community-driven governance will help it weather the storms of public opinion and political interference, so long as it remains committed to transparency.

These challenges are not unique to Wikipedia. They are emblematic of a broader crisis of trust that is reshaping the entire communications landscape – a topic explored in depth in SEC Newgate UK’s new thought leadership report, ‘PR2030: The Future of Global Communications’. Drawing on the insights of nearly 500 professionals across our global network, the PR2030 report paints a picture of an industry operating in a high-risk, low-trust environment, where misinformation, disinformation, and AI-driven deepfakes threaten to erode public confidence in media, brands, and institutions.

In the NYT article, Wales’ thoughts on trust bring the findings of the PR2030 report into stark relief. In a world where trust is fragile and easily undermined, transparency and ethical engagement are not optional extras. Just as Wikipedia’s openness about its own limitations builds trust, the PR2030 report calls for communicators to act as “guardians of truth”, countering misinformation with evidence-based, transparent, and purpose-driven storytelling. In a world of echo chambers and selective truths, the willingness to acknowledge complexity and invite scrutiny is what sets trustworthy communicators apart.

Despite the challenges, there is cause for optimism. The current crisis of trust is also an opportunity - for Wikipedia to reaffirm its values and processes, and for communicators to elevate their role as strategic advisors and ethical leaders. By investing in new skills, championing transparency, and holding themselves to higher standards, communications professionals can help rebuild trust and shape a more resilient, trustworthy ecosystem for the future.

As Jimmy Wales reminds us: “All the noise in the world and all these people ranting, that’s not the real thing. The real thing is genuine human knowledge, genuine discourse, genuinely grappling with the difficult issues of our day.” The PR2030 report echoes this sentiment, concluding that the future of communications belongs to those who balance the art of persuasion with the discipline of truth. In a world awash with noise and scepticism, trust is the rarest and most valuable commodity. It is up to all of us to protect and nurture it.