Diary: Madrid 2012 PRO in email blunder

With the Daily Mirror last week reporting an apparent spat between Real Madrid and Madrid 2012 over whether David Beckham could be involved in a promotional photocall (Becks is already backing London's bid), PRWeek thought it was about time Madrid 2012, the bid vehicle aiming to bring the Games to the Spanish capital, drafted in PR support.

We reported in June that three agencies had been shortlisted to promote the bid (PRWeek, 25 June) but a Madrid 2012 PRO tells us a decision has yet to be made.

We didn't think it too out of line to ask why - after all, rival cities such as London and Paris brought in PR consultants months ago - but were amazed with the response, accidentally emailed across by the PRO, which read as follows: 'Carlos, este tio me pone de los nervios. Creo que es mejor no contestar mas, Dime que hacemos.'

PRWeek's Spanish is rather limited but it appears our simple enquiry has been getting on los nervios of Madrid's poor PROs. Best get external PR advice in quick.

VBMA gets tough with viral manifesto The Viral and Buzz Marketing Association has unveiled a manifesto outlining the principles by which members, such as Frank PR, Cake and Burson-Marsteller, should conduct themselves in the buzz/viral world.

While acknowledging the irony of its attempts to both define and regulate an industry born out of lawlessness and without the need to limit itself, VBMA co-founder Justin Kirby insists: 'Members have to abide by these rules and if they don't we would have to consider ending their membership.'

The manifesto offers differentiation between VBMA members and their enemies - spammers and marketers that hide their motives and act undercover in chatrooms, says Kirby.

Grey areas pop up, though, as the manifesto does not exclude campaigns that rely on their anonymity, such as the buzz campaign behind cult film The Blair Witch Project.

Kirby explains: 'We didn't want to throw the buzz out with the bathwater.' Quite.

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