Most PR pros are in long-term relationships—with their customers.
As with any good relationship, the better you try to understand the other party, the better chance there is for the relationship to succeed. In the brand manager and customer relationship, this is certainly true. PR and marketing pros can often place emphasis on persuading consumers to make their first purchases to the point that retention often is overlooked.
This is dangerous because consumers tend to spend more with an organization as the relationship grows. For instance, the fifth purchase a consumer makes averages 40 percent larger than the first—and the person’s 10th purchase averages 80 percent larger than the first.