InsightsPOSTED June 20, 2019

#FutureForward: Learn the Art of Negotiation

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In our #FutureForward series we ask members of our APEX family to share their insights into what two skills they think will still be relevant in public relations, communications, marketing and digital in 30 years.

Lindsey Soper, senior consultant at APEX Public Relations, gives us some tips on how to become a master negotiator and why negotiation will continue to be a key skill for practitioners.

Successful public relations programs involve two-way communication. Communication that flows both ways is also vital for negotiation. In negotiation, two different individuals or parties attempt to find a solution to a situation. Proper communication is critical for negotiation to be successful for both sides.

Throughout my career in PR, I have come across negotiations of all kinds. Whether its negotiating the terms of an influencer contract on behalf of a client, going back and forth on the terms of a venue for an event, or negotiating an embargo with a journalist, we as PR practitioners are not new to the negotiating table.

Being able to negotiate well is an important skill for a career in PR, and one that I believe will stand the test of time. I’ve listed four tips on ways to become a better negotiator.

  1. Be up front: You don’t want to show your cards too soon, however if you aren’t open and honest from the beginning, the other side will tend to be more guarded and closed off. If you’re up front and honest from the beginning, it can lead to a better outcome and set the precedent for a positive foundation.
  2. Do your research: Before you sign an influencer or vendor contract, you want to make sure to do your research and investigate comparable providers to make sure you’re in the right realm.
  3. Be fair: By looking at the other side of the deal, you will have the benefit of understanding what they need to give in.
  4. Don’t rush: Being patient isn’t easy when you work in a fast-paced industry, however, the person who has more time always has the upper hand. Try to slow down the process so that you do it right – the first time.

Do you want to work with a team that promises to negotiate fairly and efficiently? Drop us a line at or visit our website.

Lindsey Soper is a senior consultant at APEX Public Relations.

Check out more of our #FutureForward series to know what other skills are expected to stand the test of time 30 years from now.

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