NEW YORK, April 27, 2011 /CNW/ -- Opposition research is a fundamental and essential element of every successful political campaign and the practice of campaigns sharing opposition research with journalists and media organizations is common the world over. Ultimately journalists and media organizations conduct their own research and make their own decisions about what to cover and what not to cover.
Initially, Patrick Muttart provided Sun Media with multi-point verbal overviews concerning Michael Ignatieff and the War in Iraq. Later, he provided additional material at Sun Media's request. Sun Media used much of the information he provided. At no point did Muttart tell Sun Media that he had positively identified Ignatieff in the photo in question. And at no time did Muttart mislead, or intend to mislead Sun Media, in his provision of information to them.
The most disappointing assertion in Mr. Peladeau's column is his "belief" that Muttart sought to "damage the integrity and credibility of Sun Media and, more pointedly, that of our new television operation, Sun News."
This assertion is false and downright bizarre.
For the record, Mercury was hired by Quebecor to assist Sun News with its pre-license branding and positioning. Muttart worked with a creative agency to develop the network's original logo (a modified version is currently in use). And he was the original source for the network's "hard news" and "straight talk" framing language. Even after Mercury's engagement with Sun News came to an end, Muttart was asked for and provided pro bono feedback on the network's graphics and on-air promotional spots. Muttart was so committed to the success of Sun News he proactively reached out to a number of current, former and prospective clients about advertising on Sun News and facilitated a number of introductions. Again, he did this pro bono as a supporter of Sun News.
All things considered, it is ironic indeed that Sun Media has chosen to attack Patrick Muttart.
SOURCE Mercury LLC
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