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Creative Conflict:
Turning Tension Into
Teamwork
A Five-Step Guide For 

PR and Marketing Professionals
Presentation 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?!
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!
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% Listen
20% 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?
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?
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?
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
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
Go forth and …
Assess the
relationship
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 Relations
Anchorage Museum at Rasmuson Center
jasaro@anchoragemuseum.org
(907) 929-9229
Marketing/Public Relations/Communications Consultation
jalaska99@yahoo.com
(907) 351-5053

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Creative Conflict: Turning Tension Into Teamwork

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