PR Firms and the Wikipedia

In CIO Today:  I remember being part of a team to decide how we should react to the Wikipedia.  Issue warnings to our employees not to edit it?  When 'public interest' groups clearly would.  Or have a PR firm propose edits?  Where in between all of this does objectivity lie?   Now the WP is issuing cease and desist orders to a PR firm that has found a niche editing the WP.   Preserve general credibility please.