Describe ways in which databases can be used to build connector lists. Why are databases of limited usefulness?
What will be an ideal response?
MPR professionals are fortunate to have at their disposal many resources to assist in the generation of connector lists. Among these resources are commercial databases that provide basic to extensive information. Depending on the data available, these lists can range in price from free of charge to highly expensive. There are more than a dozen sources for reputable databases . Many modern marketing professionals rely on these tools. Databases, however, cannot replace experience and relationships. Only the firm involved in creating a product message knows its own story well and intimately enough to understand how it wishes its message portrayed. Also, as time goes by, marketers learn which connector are interested in certain topics and which are not. Databases, systems and information services can make the creations and maintenance of a connector list much more convenient, but they are never a substitute for a marketer's ability to think critically. Savvy marketers know that databases are merely one step in creating a serviceable media list. MPR professionals are generally familiar with the outlets they are trying to reach and are intimately familiar with the people within the connector organizations they wish to target. Databases need to be used cautiously and connectors contacted discretely. Therefore, wide-scale targeting of connectors is generally not the rule.
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