Interest‐based negotiation: An essential business and communications tool for the public relations counselor

The purpose of this paper is to introduce the principles of interest‐based negotiation to communications professionals and provide examples of how the technique can be applied to both the business and practice of public relations.

The paper looks at interest‐based negotiation as an approach for managing differences or overcoming obstacles for the public relations counselor.

The paper finds that with an understanding of interest‐based negotiation, the public relations counselor can introduce clients to a highly valuable approach for managing differences or overcoming obstacles. Using carefully articulated principles, steps, and techniques, interest‐based negotiation can improve client's ability to establish trust and credibility with stakeholders. The approach also can play a significant role in helping strengthen rapport in the public relations consultant‐client relationship.

The paper provides interesting information on the use of interest‐based negotiation.