Beat sweetener

[Sommer]

(JOURNALISM) using flattery to gain access to sources. The phrase is usually used in the context of White House or Congressional press corps, who use [fulsome] praise of high-ranking officials whose favor they need. Usually, officials like to be publicly represented as magnificent, selfless, [tireless] public servants; in exchange for such blurbs, they may invite specific reporters to exclusive events, thereby boosting the [reporters] status.
Its actually been a feature of the business press for ages.