Why should MPR professionals tailor-make connector lists for each campaign? Describe in detail the six steps marketers need to follow in order to gather the right connector names for a specific campaign

What will be an ideal response?

A connector list is an essential marketing tool for managing relationships with media and non-media connectors and ultimately conveying a story to the intended audience. No single MPR campaign is the same. Each has its own set of goals and therefore requires its own set of connectors. An MPR professional is unlikely to use all connectors in a list for one single campaign. Stories tend to be very topic-oriented and industry-focused. To ensure that marketers target the right connectors for a specific message, they should follow six basic rules:

1. Employ critical thinking - Base the connector list on well-defined criteria and make sure the message is a good fit for the media being used;
2. Consider the value of each medium - Each medium has a particular strength. Make sure that the selection of connectors plays to those strengths. For instance, some stories work better visually, others are more impressive in print, and still others will hold more interest in online media;
3. Define the overall media appeal - First identify the media outlet that will reach a target audience, then search within the organization for appropriate contacts;
4. Edit the list - Make certain that the contacts selected are, in fact, well-suited to receive the stories being pitched;
5. Review the list -Verify that useful connectors have not been overlooked and that all necessary information is present; and
6. Final check - Have a colleague proofread the connector list one last time for any errors or missing information.