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This toolkit provides guidance and resources to Wikimedia volunteers and affiliates to spread the word about Wikipedia’s 25th birthday to local and regional media. The goal is to get media coverage about Wikipedia in every country on 15 Jan. 2026. Please use this toolkit to help get media coverage from your local journalists. If you have questions or need additional support, contact the Wikimedia Foundation Media Relations team on this talk page or at press(_AT_)wikimedia(_DOT_)org.

How to develop a media plan

This is a guide on how to develop a plan to help spread the word about your specific 25th birthday, event, project, or initiative with the media.

1. Identify your goals and audience

It is important to know what you are trying to achieve with media attention. For example: Are you hoping to drive attendance at a birthday event? Grow your affiliate base? Encourage people to try editing? Who are you trying to reach and why?

Identify 2-3 goals that you want to achieve from media attention and the audience you’re trying to reach.

2. Explore storytelling angles

Once you have your goals, explore what possible story angles and "hooks" you have to get press attention. Some elements that could be interesting to press include:

3. Collect your key messages and resources

Based on your goals, what are the 2-3 most important messages you want to get across to the public? These are the messages you will want to also share with journalists.

Check out our messaging and template resources below with more guidance on messaging Wikipedia and the 25th birthday specifically.

Also, start compiling data points and statistics, images, and story examples that reporters can use in their stories.

4. Identify your spokespeople

Who can speak to the media and be quoted to deliver your key messages? These can be 1-2 people depending on the specific initiative, event, or milestone you are speaking about.

You can include spokespeople from your affiliate as well as other volunteers who have great stories to tell or have reached important milestones in the movement. Get headshots for spokespeople in advance.

5. Make your media contact list

Think about your audience; what do you know about them and the news they consume? Do they often read newsletters, technology publications, or general news sites? Brainstorm some ideal publications where media coverage would help further your goals and reach your audience.

Once you have some ideal publications in mind, research specific reporters that you think might be interested in learning more about Wikipedia and the 25th birthday. Many reporters list their bios on news sites or LinkedIn. Add these reporters and their contact information to a list.

6. Choose your tactics

There are many ways to engage the media around the 25th birthday. You have to decide the best approach for you. Some of the most common ways include:

  • Press Releases: Press releases are about 500 words and include key information about a specific event or initiative to make it easy for a reporter to understand what it’s about and why they should care about it. See below for other guidance on using press releases.
  • Media invitations: If you are hosting an event, inviting reporters to attend is a great way to get them interested and talking to people. See an example of a media invite.
  • Media pitches: You may decide to send out pitches to the media asking them for an opportunity to talk more about the 25th birthday. Media pitches are great for more evergreen storytelling opportunities that are not connected to a specific event, project, or initiative. The media pitch template is available below.

Be sure to send follow up emails to reporters if they do not respond to you the first time.

7. Execute your media plan

Now it’s time to execute your plan. Reach out to the media at least a few weeks in advance to let them know about a specific event, project, or initiative so they have time to learn more about it. If you want to get media coverage on 15 Jan., you should start reaching out to reporters at least one week in advance. This will give journalists time to start planning, conducting interviews, and writing their articles. Statistics, images reporters can use in their stories, and headshots/bios of spokespeople are also useful to have on hand.

Take a look at our messaging resources and our 25th birthday visuals that may be of further help when executing your plan.

Nøkkelbeskjeder

Du kan bruke de følgende budskapene for å forklare Wikimedia-emner og dele stoff om bursdagen med offentligheten. Merk at beskjedene kan endres, og at vi vil fortsette å legge til mer her i månedene som kommer. Kontakt oss hvis du har spørsmål eller trenger hjelp med budskapet.

Forklaring av Wikipedia

  • Wikipedia er en av verdens største og viktigste kunnskaps- og læringsressurser.
  • Wikipedia inneholder mer enn 65 millioner artikler på over 300 språk, skrevet av nesten 260 000 mennesker, og vises mer enn 15 milliarder ganger i måneden.
  • Wikipedia er det eneste store nettstedet som drives av en ideell organisasjon, nemlig Wikimedia Foundation.
  • Wikipedias innhold om relevante emner skrives av frivillige bidragsytere fra hele verden. Disse bidragsyterne følger Wikipedias standarder, og sørger for at informasjonen underbygges av pålitelige kilder og presenteres fra et nøytralt ståsted.
  • Studier har vist at det blir høyere kvalitet på artiklene når de redigeres av mange frivillige bidragsytere med mangfoldige politiske bakgrunner.
  • Wikipedia viser ikke reklamer, krever ikke noe abonnement, og selger ikke brukernes data. Hoveddelen av finansieringen kommer fra enkeltdonasjoner (med et gjennomsnitt på 11 dollar) fra Wikipedias lesere.
  • Denne åpne, dugnadsbaserte modellen er årsaken til at Wikipedia har blitt første stopp for de som ønsker å lære noe på nettet.

Nøkkelfakta og -tall om Wikipedia

  • Wikipedia vises mer enn 15 milliarder ganger i måneden.
  • Wikipedia inneholder mer enn 65 millioner artikler på over 300 språk.
  • Wikipedia redigeres av nesten 260 000 bidragsytere månedlig fra hele verden.
  • Wikipedia redigeres 342 ganger i minuttet.
  • Mesteparten av vandalisme blir tatt hånd om i løpet av ti minutter på de ti mest leste Wikipedia-utgavene.

Wikipedia @ 25: Kunnskap er menneskelig

25-årsfeiringen inkluderer en global kampanje rundt det eksisterende temaet «Kunnskap er menneskelig».

  • Wikipedia ble grunnlagt 15. januar 2001. I januar 2026 feirer nettstedet 25 år, og markerer et kvart århundre med pålitelig, menneskestyrt kunnskap som er tilgjengelig over hele verden. Til tross for endringer i verden i løpet av de siste 25 årene, er Wikipedia fortsatt en pålitelig kilde til informasjon og kunnskap.
  • Wikipedia er ryggraden til menneskelig kunskap på nettet: Det danner et grunnlag for KI-modeller, journalisme, faktasjekking, digitale ferdigheter og mer.
  • Det som skiller Wikipedia fra andre er at det er mennesker som står bak kunnskapen. Jo flere mennesker som deltar, jo bedre blir internettets samlede kunnskap.
  • Wikipedia skrives av folk som tror på kraften i delt kunnskap, kontinuerlig forbedrer den, og sørger for at den fortsetter å tjene milliarder av mennesker i deres daglige søken etter pålitelig informasjon.
  • De 65 millionene artikler på over 300 språk skrives av 260 000 bidragsytere, et bevis på styrken som ligger i dugnadsbasert arbeid.
  • I KI-alderen trenger vi Wikipedias menneskestyrte kunnskap mer enn noensinne.
  • Med fortsatt hjelp fra lesere, frivillige bidragsytere og givere fra hele kloden vil Wikipedia fortsette å være et uunnværlig nav for menneskestyrt kunnskap og samarbeid på nettet i de neste 25 årene – og videre.
  • Kunnskap er menneskelig og kunnskap trenger mennesker.

Wikipedia og KI

  • I KI-alderen er Wikipedia og dets menneskestyrte kunnskap enda viktigere.
  • Wikipedia er ryggraden til menneskelig kunnskap på nettet: Det danner grunnlaget for KI-verktøy, søkemotorer, stemmeassistenter og mer.
  • Alle kommersielt tilgjengelige store språkmodeller trener på og bruker Wikipedia-innhold.
  • Bruken av KI og maskinlæring på Wikipedia er ikke nytt. Siden 2010 har frivillige brukt KI- og maskinlæringsverktøy til å støtte arbeidet deres, spesielt på tidkrevende og repetetive oppgaver.
  • Maskingenerert innhold eksploderer på internett, og kan også ende opp på Wikipedia. Wikipedias frivillige bidragsytere har vist en beundringsverdig motstandsdyktighet i opprettholdelsen av pålitelig informasjon på Wikipedia basert på eksisterende retningslinjer og prosesser.
  • Alt innhold på Wikipedia gjennomgås av menneskelige frivillige for å sørge for at det oppfyller Wikipedias strenge standarder.

Templates

Media pitch

SUBJECT: Wikipedia reaches 25 year milestone

Hi X,

I am reaching out to you on behalf of the (affiliate name or simply Wikipedia volunteers), the community of volunteers who edit Wikipedia.

On 15 January 2026, Wikipedia will celebrate its 25th birthday. To celebrate this milestone, we will (details about your specific project or initiative). We would like to invite you to learn more about (project/initiative/event), Wikipedia’s trajectory over the last 25 years, its volunteer community, and what the next 25 years may hold. Let me know if you’re interested in talking to (Affiliate Lead Name/ Volunteer) about this major milestone. We’d be happy to share more information with you!

Thank you,

[NAME]

Media Invitation

SUBJECT: Invitation – Wikipedia's 25th birthday celebration, (Name of City and Date)

Hello,

I hope my email finds you well. My name is (your name) and I am a (state your affiliation)) for Wikipedia (region).

Wikipedia will celebrate its 25th birthday on 15 Jan. 2026.(Usergroup / community name / affiliate) invites you to join our (event type), taking place on (date) at (time); where we will be (activity).

Click here (link to details of the event) to learn more about our event.

To RSVP, please (state preferred method).

Press release

The Wikimedia Foundation will publish a press release for the 25th birthday in Arabic, English, French, German, Japanese, Malay, Portuguese, and Spanish. If you would like to write a press release specific to your group, below are some tips. Also, a template press release will be made added to this toolkit in early December for you to use.

Why write a press release?

  • A press release is one way to raise awareness about an announcement. It can be on your website and/or emailed to journalists.
  • Wikipedia’s 25th birthday is a global celebration, and local press releases can raise awareness in specific regions while showing the diversity of the movement.
  • This is a place where you can highlight edit-a-thons, or local events connected to the birthday in your region.

How do I distribute a press release?

There are a number of ways to distribute a press release:

  • Share it by email with local reporters who might be interested. (Many publications have a contact us form on their website with reporter email addresses).
  • Publish it on an affiliate/community blog, or in the press section on your website.
  • Share a link on social media.

When should I distribute a press release?

  • You should give reporters at least a few weeks (where possible) to digest the information in the press release and plan for a story.

Press release template

Use the template below to write a press release that you can share with journalists in your region to get news attention about Wikipedia's 25th birthday. There are placeholders in the brackets below for you to add relevant details. A global press release will be available on the Wikimedia Foundation's website on 15 January at 8:30 am UTC.

Headline

Example: 25 years of Wikipedia: [Affiliate/community] celebrates knowledge at its best

Subheadline (optional)

Example: [#] of Wikimedians come together to celebrate 25 years of free knowledge through [Event/Initiative].

[Date, City, Country] — Today, Wikipedia, the world's largest online information resource, turns 25, commemorating over two decades of humans sharing free knowledge around the world. [Affiliate group], [describe affiliate group], is celebrating this milestone through [details on local celebrations, initiatives, etc.].

[Quote from affiliate leader or volunteer]

  • Quotes can reflect on what this milestone means to your affiliate, the role of Wikipedia today, how the presence of Wikipedia has grown in your region, or anything else that you think will be compelling to the media.

[Background information about Wikipedia]

  • Share information about Wikipedia and its community in your region. Use these key messages. Weave in data points to offer more context where possible.
  • Example: [Language Wikipedia] has more than [number] articles with a community of [number] active volunteer editors.

[Details on what your community is doing for the 25th birthday]

  • Highlight any birthday events, initiatives, or other activities you’ll be doing specifically for the 25th birthday and how people can get involved.
  • Highlight community stories, major milestones achieved in the past 25 years including major events, partnerships, initiatives, etc.
  • Offer a way for people to stay in touch and learn more, for example by including your social media channels and/or website.
  • You can also highlight opportunities that the Wikimedia Foundation is leading if useful from the global press release, including ways people can get involved on social media and by visiting a commemorative 25th birthday site. This page will be updated on 15 January at 8:30 am UTC.

[Wikipedia facts and figures]

  • [Add any specific stats about your local wikis and/or community].
  • Wikipedia is viewed nearly 15 billion times every month.
  • Wikipedia contains over 65 million articles across more than 300 languages.
  • Wikipedia is edited by nearly 250,000 editors every month around the world. Editors are defined by one edit or more every month; only editors with a username are counted.
  • Wikipedia is accessed by over 1.5 billion unique devices every month.
  • Wikipedia is edited 324 times per minute.
  • Wikipedia is the only website in the top-ten most-visited global websites to be run by a nonprofit.

[About affiliate]

  • Include a general description of your community if applicable

[Contact information]

  • Include details on phone number/email for reporters to contact you.

Media training recording

This recorded training is meant to equip you to speak with journalists when needed. The training covers topics such as:

  • Understanding the media landscape
  • The components of a good story
  • The things to keep in mind when talking to journalists about WP25
  • Best practices for speaking to journalists

You can find the training at the links below:

Andre budskapsressurser

Videoserien «Et wikiminutt»

  • Denne serien inneholder korte, gjenbrukbare videoer som forklarer elementer, konsepter og prinsipper ved Wikimedia så offentligheten skal forstå prosjektene våre og bevegelsen vår bedre. Se spillelisten på YouTube og siden på Meta-Wiki. Del gjerne disse videoene i arrangementer, i e-poster, med journalister og mer.

Ofte stilte spørsmål

Svar på de vanligste spørsmålene om Wikimedia Foundation, Wikipedia og mer.

Blogs about lessons from Wikipedia

Bloggposter om Wikimedia og KI

Visuals/images

Check out 25th birthday logos and other visuals in the Celebration toolkit.

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