What is a connector? 07/23/2009
Connector is a term that you will see me use frequently in this blog, so I wanted to take a moment to clarify just what it means. In Marketing Public Relations: A Marketer’s Approach to Public Relations and Social Media (Pearson-Prentice Hall), I defined MPR as any program or effort designed to improve, maintain, or protect the sales or image of a productby encouraging intermediaries, such as traditional mass media, the electronic media, or individuals, to voluntarily pass a message about the firm or product to their audience of businesses or consumers. These intermediaries are connectors. If you’ve read the Tipping Point: How Little Things Can Make a Big Difference, you will notice that this is a variation on Gladwell’s use of the term. CommentsLeave a Reply | 
AuthorGaetan Giannini is an Assistant Professor and the Chair of the Department of Business, Management & Economics at Cedar Crest College. He is also the author of Marketing Public Relations (Pearson-Prentice Hall) and a speaks and writes frequently on sales and marketing topics. ArchivesApril 2011 CategoriesAll Click to set custom HTML
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