Your Public Relations and Communications Community

Building Quality Community Relationships

Gaining and Maintaining Consent

On-Demand, available until May 5, 2017
Recorded April 28, 2015
Full Price: $200
Members: Free!

Category: Communication Strategy

Today’s business operating environment faces a public that is very sophisticated about science, environmental impact, health, safety and other powerful cultural issues. Contrary to industry and management assumptions, and despite a high level of knowledge and education, the public often sets rationality aside when making decisions. Instead, it uses highly emotional approaches, ideas and even hunches to arrive at a final conclusion.

Because community decision-making is always values-driven, you have to build trust and confidence by addressing concerns and core values while avoiding fatal strategies that minimize, trivialize, ignore or belittle those values. In this webinar, you will learn:

  • Direct communication strategies that satisfy key constituent needs and reduce media power.
  • The techniques to control or contain attacks by the media on your projects.
  • To control your own destiny by correcting and clarifying misinformation. 
  • To forecast the pattern of opposition power and behavior.
  • To avoid the six myths of communication.
  • Five powerful axioms of influence.
  • To influence public attitudes while reducing the media’s power and influence.


James E. Lukaszewski, ABC, Fellow IABC; APR, Fellow PRSA, BEPS Emeritus, president, The Lukaszewski Group, Division of Risdall Marketing Group

Photo of James E. Lukaszewski, ABC, Fellow IABC; APR, Fellow PRSA, BEPS Emeritus Lukaszewski is among the most widely known crisis public relations practitioners and senior executive coaches in North America. His PRSA and IABC webinars, teleconferences and in-person programs have been attended by thousands of practitioners over the last 25 years. Corporate Legal Times lists him as one of the top 28 crisis consultants.

Participants earn 1.0 APR Maintenance Credits for a webinar. For more information on Accreditation maintenance, visit


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