Creative Conflict:Turning Tension Into TeamworkA Five-Step Guide For PR and Marketing ProfessionalsPresentation to PRSA Alaska Chapter by Janet Asaro

Your career in high gear

It’s not a crap shoot

Where you come in

• Complex processes• Cross-functional groups• Rapid change and response

Roles, skills, tools, relationships

Assess the relationship

Structure the dialog

Ask and listen

Report and plan

Commit and nurture

Learning Objectives

• Identify when the relationship isn’t working• Create collaboration through mutual understanding• Rebuild the foundation and improve work processes

Turning Tension Into Teamwork

Learning Objectives

• Identify when the relationship isn’t working• Create collaboration through mutual understanding• Rebuild the foundation and improve work processes

Turning Tension Into Teamwork

Learning Objectives

• Identify when the relationship isn’t working• Create collaboration through mutual understanding• Rebuild the foundation and improve work processes

Turning Tension Into Teamwork

Learning Objectives

Assess the relationship

Structure the dialog

Ask and listen

Report and plan

Commit and nurture

5-Step Teambuilding Process

When is it time to assess and regroup?

Assess the relationship

Assess the relationship

• New team member/client• Poor working relationship/tension• Rework, missed deadlines,

lack of focus

When is it time to assess and regroup?

Assess the relationship

Structure the dialog

Ask and listen

Report and plan

Commit and nurture

Assess the relationship

Assess the relationship

Structure the dialog

Ask and listen

Report and plan

Commit and nurture

5-Step Teambuilding Process

7 Deadly Communication Sins

Self-Assess

7 Deadly Communication Sins

• Why don’t they ever listen?• They want it WHEN?!

WRATHSLOTH

• Everyone thinks they can do my job• Oh, to work somewhere I’m

appreciated

PRIDELUST

• I wish we had THEIR budget!• I MUST control the BRAND!

ENVYGLUTTONY

7 Deadly Communicatio

n (Attitude) Sins

GREED • I don’t get paid enough to put up with this!

Emotional Intelligence – It’s a tool

• Understand people’s personal and practical needs

• Understand the impact of your behavior on others

• Understand the emotional cues and tune into what people are not saying

Real-life example

Education/Public

Programs

Turnover/Trust

PR & Marketing Dept

Workload/Morale

Structure the dialog

Assess the relationship

Structure the dialog

Ask and listen

Report and plan

Commit and nurture

5-Step Teambuilding Process

Structure the dialog

Structure the dialog

Assess the relationship

Structure the dialog

Ask and listen

Report and plan

Commit and nurture

5-Step Teambuilding Process

• Bring the teams together• Meet off-site• Flipchart for recording• Feed them!

Ask and listen

Assess the relationship

Structure the dialog

Ask and listen

Report and plan

Commit and nurture

5-Step Teambuilding Process

We only remember 20-50% of what we hear.

Ask and listen

. Show respect

. Keep quiet

. Challenge assumptions

Seek to understand

Active listening

Ask and LISTEN

Assess the relationship

Structure the dialog

Ask and listen

Report and plan

Commit and nurture

5-Step Teambuilding Process

Agenda: We’re here to LISTEN to YOU!

80% Listen20% Talk

Active listening - 80/20 Rule

Ask and LISTEN

Assess the relationship

Structure the dialog

Ask and listen

Report and plan

Commit and nurture

5-Step Teambuilding Process

• Introductions, name, title• What do you do?• What do you like most/why?• What do you like least/why?• What do you spend the most time on?• What is your most important responsibility?

Ask and LISTEN

• Introductions, name, title• What do you do?• What do you like most/why?• What do you like least/why?• What do you spend the most time on?• What is your most important

responsibility?

Key questions Here’s Where You Can Help Them!

Ask and LISTEN

• What is your main goal this year?• Who is your primary audience?• What action do you want them to

take/relationship you want to build?

Key questions Here’s What You Need to Develop Strategy

Ask and LISTEN

• What do you need from Public Relations?

• What do you do with what we give you?• Are there any gaps?

Key questions Here’s How You Expose and Assess the Process

Real-Life Example/Ask and LISTEN

Education/Public

Programs

Trust

PR & Marketing Dept

Morale

Report and plan

Assess the relationship

Structure the dialog

Ask and listen

Report and plan

Commit and nurture

5-Step Teambuilding Process

Report and plan

Assess the relationship

Structure the dialog

Ask and listen

Report and plan

Commit and nurture

5-Step Teambuilding Process

• Staff sharing (verbatim)• How we work together (process)• Overview of workflow• How Public Relations can help you

Commit and nurture

Assess the relationship

Structure the dialog

Ask and listen

Report and plan

Commit and nurture

5-Step Teambuilding Process

Commit and nurture

Assess the relationship

Structure the dialog

Ask and listen

Report and plan

Commit and nurture

5-Step Teambuilding Process

• Informal periodic check-ins• Celebrate successes• Report progress to leadership

7 Heavenly Communication Virtues

• Listening = Caring• Open the door for change

FAITHHOPE

• Assistance = Approachability• Hear the message, not the

tone

CHARITYTEMPERANCE

• Fairness = Trust• Relationships require

tenacity

JUSTICEFORTITUDE

7 Heavenly Communicatio

n Virtues

PRUDENCE

• When you seek out the gaps, you can make wiser decisions

Go forth and …

Assess the relationshi

p

Structure the dialog

Ask and listen

Report and plan

Commit and nurture

5-Step Teambuilding Process

Collaborate!

Contact me

Janet Asaro

Director of Marketing and Public RelationsAnchorage Museum at Rasmuson Centerjasaro@anchoragemuseum.org(907) 929-9229

Marketing/Public Relations/Communications Consultationjalaska99@yahoo.com(907) 351-5053