Communications professionals who can champion strategic initiatives, help manage change and collaborate successfully with individuals and teams are vital resources to any organization. This presentation offers a five-step process for opening a dialogue and rebuilding the working foundation of cross-functional teams to improve work processes in multiple situations.

1. Creative Conflict:
Turning Tension Into
Teamwork
A Five-Step Guide For
PR and Marketing Professionals
Presentation to PRSA Alaska Chapter by Janet Asaro

2. Your career in high gear

3. It’s not a crap shoot

4. Where you come in
• Complex processes
• Cross-functional groups
• Rapid change and response

5. Roles, skills, tools, relationships
Assess the
relationship
Structure
the dialog
Ask and
listen
Report and
plan
Commit and
nurture

6. 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

7. 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

8. 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

9. Learning Objectives
Assess the
relationship
Structure
the dialog
Ask and
listen
Report and
plan
Commit and
nurture
5-Step Teambuilding Process

10. When is it time to assess
and regroup?

11. Assess the
relationship

12. 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

13. Assess the relationship
Assess the
relationship
Structure
the dialog
Ask and
listen
Report and
plan
Commit and
nurture
5-Step Teambuilding Process

14. 7 Deadly Communication Sins
Self-Assess

15. 7 Deadly Communication Sins

16. • Why don’t they ever listen?
• They want it WHEN?!
WRATH
SLOTH
• Everyone thinks they can do my job
• Oh, to work somewhere I’m
appreciated
PRIDE
LUST
• I wish we had THEIR budget!
• I MUST control the BRAND!
ENVY
GLUTTONY
7 Deadly
Communication
(Attitude) Sins
GREED • I don’t get paid enough to put up
with this!

17. 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

18. Real-life example
Education/
Public
Programs
Turnover/
Trust
PR &
Marketing
Dept
Workload/
Morale

19. Structure the dialog
Assess the
relationship
Structure
the dialog
Ask and
listen
Report and
plan
Commit and
nurture
5-Step Teambuilding Process

20. Structure
the dialog

21. 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!

22. Ask and listen
Assess the
relationship
Structure
the dialog
Ask and
listen
Report and
plan
Commit and
nurture
5-Step Teambuilding Process

23. We only remember
20-50% of what
we hear.
Ask and listen

24. . Show respect
. Keep quiet
. Challenge assumptions
Seek to understand
Active listening

25. 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!

26. 80% Listen
20% Talk
Active listening - 80/20 Rule

27. 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?

28. 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?
Here’s Where You Can Help Them!

29. 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?
Here’s What You Need to
Develop Strategy

30. Ask and LISTEN
• What do you need from Public Relations?
• What do you do with what we give you?
• Are there any gaps?
Here’s How You Expose and
Assess the Process

31. Real-Life Example/Ask and LISTEN
Education/
Public
Programs
Trust
PR &
Marketing
Dept
Morale

32. Report and plan
Assess the
relationship
Structure
the dialog
Ask and
listen
Report and
plan
Commit and
nurture
5-Step Teambuilding Process

33. 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

34. Commit and nurture
Assess the
relationship
Structure
the dialog
Ask and
listen
Report and
plan
Commit and
nurture
5-Step Teambuilding Process

35. 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

36. 7 Heavenly Communication Virtues

37. • Listening = Caring
• Open the door for change
FAITH
HOPE
• Assistance = Approachability
• Hear the message, not the
tone
CHARITY
TEMPERANCE
• Fairness = Trust
• Relationships require tenacity
JUSTICE
FORTITUDE
7 Heavenly
Communication
Virtues
PRUDENCE
• When you seek out the gaps,
you can make wiser decisions

38. Go forth and …
Assess the
relationship
Structure
the dialog
Ask and
listen
Report and
plan
Commit and
nurture
5-Step Teambuilding Process
Collaborate!

39. Contact me
Janet Asaro
Director of Marketing and Public Relations
Anchorage Museum at Rasmuson Center
jasaro@anchoragemuseum.org
(907) 929-9229
Marketing/Public Relations/Communications Consultation
jalaska99@yahoo.com
(907) 351-5053