Purpose – 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.

Design/methodology/approach – The paper looks at interest-based negotiation as an approach for managing differences or overcoming obstacles for the public relations counselor.

Findings – 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.