Explain in detail the role that connector organizations play in shaping audience perception of a story. What are some specific measures marketers take in order to make the most effective use of connectors?

What will be an ideal response?

Outlets that convey a story to an audience are more than mere channels of information. Connectors can influence the message by the way they report the story and through the image and reputation of the medium in the minds of audience members. As a result, marketers need to anticipate the manner a medium will present a story and the effect the medium's reputation is likely to have on the audience's perception of the story. Because individual media can change the presentation and perception of a story, marketers need to identify and assess connectors based on whether they are appropriate for disseminating a company's message. Perhaps the best way to determine whether a connector will be right for a specific message is for marketers to ask their customers about their media consumption. For example, marketers can examine which media outlets and reporters customers pay the most attention to and how they keep up with developments in their profession. They can also find out customers' professional affiliations, personal interests and preferences. Marketers also need to uncover the non-media connectors who influence audiences, so it is essential that firms ask audiences about their online information consumption, too, including use of social media. Marketers should also pay close attention to customers' frequently mentioned connectors. Finally, marketers can use commercially available public relations databases to provide detailed information about media and non-media connectors and the people within these connector organizations.