A couple times a year, a story will emerge whose headline (with some variation) reads, “PR firm makes changes on client’s Wikipedia page.”
The New York Times published a few examples of this last month.
It’s embarrassing for the client, and it’s embarrassing for the PR firm. The perpetrator will try to mask their work by creating a fake account, but they always seem to be caught by something small, like the IP address.
Wikipedia founder Jimmy Wales has addressed this practice with The Huffington Post.