Introduction
In the fast-paced world of Public Relations, negotiation is an essential skill—whether securing media coverage, managing crisis communications, negotiating contracts, or handling high-stakes client deals. Effective negotiation ensures PR professionals achieve win-win outcomes, build long-term relationships, and protect their agency’s value.
This 5-day intensive training course will equip PR professionals with advanced negotiation strategies, psychological insights, and tactical approaches to achieve better results in client negotiations, media partnerships, and internal decision-making. Participants will engage in real-world negotiation simulations to sharpen their skills and enhance their influence.
Objectives
By the end of this course, participants will be able to:
✅ Master advanced negotiation frameworks for PR and media deals.
✅ Apply persuasion techniques to secure favorable terms.
✅ Handle difficult conversations, objections, and crisis negotiations.
✅ Develop strategies for win-win client and media negotiations.
✅ Improve contract negotiation and pricing discussions.
✅ Use emotional intelligence (EQ) and body language for better outcomes.
✅ Enhance confidence in high-pressure and high-stakes negotiations.
Who Should Attend?
✔️ PR agency leaders and executives handling client negotiations.
✔️ Corporate communications managers dealing with stakeholders and crisis situations.
✔️ Media relations specialists securing media partnerships.
✔️ Business development professionals in PR and marketing firms.
✔️ Anyone in PR involved in contract negotiations, sponsorships, or partnerships.
5-Day Course Outline
Day 1: The Psychology of Negotiation in PR
- Understanding the Science of Influence & Persuasion.
- Emotional Intelligence (EQ) in Negotiations.
- Common Cognitive Biases That Impact PR Negotiations.
- Analyzing Power Dynamics in Media and PR Deals.
- Hands-on Activity: Self-assessment of negotiation strengths and weaknesses.
Day 2: PR-Specific Negotiation Strategies & Techniques
- The Harvard Negotiation Model & Win-Win Strategies.
- Handling Client Budget Constraints and Pricing Pushbacks.
- Negotiating Retainer Agreements and Project-Based Deals.
- Overcoming Media Gatekeepers & Securing High-Value Coverage.
- Hands-on Activity: Live role-play of a media placement negotiation.
Day 3: High-Stakes & Crisis Negotiation
- Crisis Communication & Reputation Management Negotiations.
- Managing Difficult Clients & Tough Conversations.
- How to Say ‘No’ While Maintaining Relationships.
- Negotiating Under Pressure & Managing Unexpected Challenges.
- Hands-on Activity: Crisis PR negotiation simulation.
Day 4: Advanced Persuasion & Influence Tactics
- Mastering Verbal & Non-Verbal Communication in Negotiations.
- Using Body Language & Microexpressions to Read the Room.
- Building Trust & Credibility in Business Negotiations.
- Framing & Reframing Techniques to Shift Perspectives.
- Hands-on Activity: Mock negotiation with real-time feedback.
Day 5: Practical Applications & Long-Term Negotiation Success
- Creating a Long-Term Negotiation Strategy for PR Professionals.
- Leveraging AI & Technology for Virtual Negotiations.
- Cross-Cultural Negotiation in International PR.
- Final Presentations & Peer Feedback: Participants present their negotiation playbook.