PR FIRM ASKS MEDIA TO MENTION CLIENT IN RETURN FOR ACCREDITATION

Britain’s PressGazette.com disclosed today (Wednesday) that a PR company representing MasterCard, a major sponsor for tonight’s Brit Awards for pop music, has asked reporters covering the event to mention MasterCard as a condition for accreditation. The PR firm, it said, has even drafted tweets for the reporters to send out, such as “Pre event — e.g. Really excited to be heading down to @BRITAwards tonight with @MasterCardUK #PricelessSurprises.” In an email to reporters, the firm also asks that MasterCard be mentioned on their web pages when they write about the awards ceremony after it is concluded. Commented the Telegraph’s Tim Walker: “Going to the extent of drafting you a pro-forma Twitter message shows the extent to which Twitter is being polluted by all this sort of stuff.” Mastercard later issued a statement, saying, “We have become aware of this situation and have been clear with our agency and attending media. Attendance at the Brits is not, nor has it ever been, a condition of coverage or endorsement. To imply such is highly inappropriate.”