Upon completion of this course, participants will be able to:

• Master the foundational models of negotiation, including positional bargaining versus principled negotiation (e.g., Harvard model).
• Identify and develop their **Best Alternative To a Negotiated Agreement (BATNA)** for any situation.
• Apply core psychological principles of persuasion (e.g., reciprocity, commitment, social proof) to communication scenarios.
• Develop and utilize **Active Listening** and non-verbal cues to better read and respond to counterparts.
• Structure compelling arguments and communication frames that secure internal buy-in and resource allocation.
• Effectively manage conflict, deal with difficult negotiators, and pivot from emotional reactions to objective interests.
• Tailor negotiation and persuasion tactics for diverse audiences, including media, vendors, and senior leadership.
• Successfully negotiate media coverage details (e.g., interview time, message points, embargoes) and partnership contracts.

• PR and Corporate Communications Professionals at all levels
• Managers responsible for securing budget and internal buy-in
• Media Relations and Public Affairs Specialists
• Agency Account Managers and Client Services Leaders
• Anyone who regularly negotiates with vendors, partners, or executives

• Intensive Negotiation Role-Playing Simulations (Media Interview, Budget Request, Vendor Contract)
• Case Studies on High-Stakes Corporate and Public Affairs Negotiations
• Group Exercise: Developing the BATNA, ZOPA, and Strategy for a Fictional Negotiation
• Individual Exercise: Analyzing and Critiquing a Recorded Negotiation Transcript
• Discussions on Ethical Bargaining and the Preservation of Long-Term Relationships

Unit 1: Foundations of Negotiation and Communication

• Defining the difference between positional and principled negotiation (interest-based bargaining).
• Mastering the essential pre-negotiation framework: interests, options, criteria, and relationships.
• Determining the **ZOPA (Zone of Possible Agreement)** and understanding reservation values.
• Identifying the **BATNA (Best Alternative To a Negotiated Agreement)** as the source of negotiation power.
• The importance of thorough preparation and anticipating the counterpart's goals and needs.

Unit 2: Persuasion Psychology and Framing

Influence Tactics
• Applying Cialdini's principles of persuasion: Authority, Scarcity, Consistency, and Liking.
• Techniques for using **Strategic Framing** to set the context and anchor the discussion favorably.
• Mastering the art of emotional intelligence in negotiation and maintaining rapport.
• Strategies for using data, evidence, and storytelling to enhance the persuasiveness of arguments.
• The role of non-verbal communication (body language, tone, pitch) in conveying confidence and control.

Unit 3: Negotiation in Media Relations and Public Affairs

External Stakeholders
• Negotiating media coverage terms: interview format, length, timing, and message control.
• Mastering the negotiation of partnership and vendor contracts (scopes of work, deliverables, payment terms).
• Techniques for persuading skeptical journalists and securing favorable story angles.
• Applying negotiation skills in public affairs: influencing policy, regulatory language, and political support.
• Strategies for managing and negotiating with activist groups and public opposition.

Unit 4: Internal Negotiation and Conflict Management

Securing Resources and Buy-in
• Negotiating internal budget allocations, staffing resources, and project timelines.
• Strategies for securing executive approval and buy-in for PR initiatives and risks.
• Techniques for dealing with aggressive, unreasonable, or passive-aggressive internal stakeholders.
• The role of the communicator as an internal mediator and conflict resolver.
• Pivoting from emotion to interests when managing internal disagreements over strategy.

Unit 5: Advanced Tactics and Continuous Improvement

High-Stakes and Ethics
• Techniques for breaking deadlocks, generating new options, and utilizing time strategically.
• Identifying and countering common dirty tricks or unethical negotiation tactics.
• The importance of **Post-Negotiation Follow-up** to ensure clear agreements and preserve relationships.
• Ethical considerations: the line between persuasive communication and misleading information.
• Developing a personal negotiation playbook and self-critique method for continuous skill refinement.