You are quite right in calling for negotiation. Indeed, this is the very purpose of direct action. Nonviolent direct action seeks to... foster such a tension that a community which has constantly refused to negotiate is forced to confront the issue.
An American clergyman, activist and prominent leader in the African-American civil rights movement. His main legacy was to secure progress on civil rights in the United States and he is frequently referenced as a human rights icon today. A Baptist minister, King became a civil rights activist early in his career. He led the 1955 Montgomery Bus Boycott and helped found the Southern Christian Leadership Conference in 1957, serving as its first president. King's efforts led to the 1963 March on Washington, where King delivered his "I Have a Dream" speech. There, he raised public consciousness of the civil rights movement and established himself as one of the greatest orators in U.S. history.