Building Quality Community Relationships

Gaining and Maintaining Consent

This webinar is not currently available. Email the Professional Development Department to inquire about future availability of this program.

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, IABC Fellow; APR, Fellow PRSA, BEPS Emeritus, president, The Lukaszewski Group, a Division of Risdall Marketing Group

Photo of James E. Lukaszewski, ABC, IABC Fellow; APR, Fellow PRSA, BEPS Emeritus

James E. Lukaszewski, ABC, Fellow IABC; APR, Fellow PRSA, BEPS Emeritus, is president of The Lukaszewski Group, a division of Risdall Marketing Group. Considered America’s Crisis Guru®, his name appeared in Corporate Legal Times as one of “28 Experts to Call When All Hell Breaks Loose,” and in PR Week as one of 22 “crunch-time counselors who should be on speed dial in a crisis.” Lukaszewski has served on the PRSA National Board of Ethics and Professional Standards (BEPS) for more than 20 years.



Participants with the APR credential earn 1.0 APR Maintenance Credit for a webinar. Learn more about Accreditation maintenance.