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

PR and Marketing Professionals
Presentation to PR...
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...
Learning Objectives
• Identify when the
relationship isn’t working
• Create collaboration through
mutual understanding
• R...
Learning Objectives
• Identify when the relationship
isn’t working
• Create collaboration through
mutual understanding
• R...
Learning Objectives
• Identify when the relationship
isn’t working
• Create collaboration through
mutual understanding
• R...
Learning Objectives
Assess the
relationship
Structure
the dialog
Ask and
listen
Report and
plan
Commit and
nurture
5-Step ...
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...
Assess the relationship
Assess the
relationship
Structure
the dialog
Ask and
listen
Report and
plan
Commit and
nurture
5-S...
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 somewhe...
Emotional Intelligence – It’s a tool
•  Understand people’s personal 

and practical needs
•  Understand the impact of 

y...
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...
Structure
the dialog
Structure the dialog
Assess the
relationship
Structure
the dialog
Ask and
listen
Report and
plan
Commit and
nurture
5-Step...
Ask and listen
Assess the
relationship
Structure
the dialog
Ask and
listen
Report and
plan
Commit and
nurture
5-Step Teamb...
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 Teamb...
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 Teamb...
Ask and LISTEN
•  Introductions, name, title
•  What do you do?
•  What do you like most/why?
•  What do you like least/wh...
Ask and LISTEN
•  What is your main goal this year?
•  Who is your primary audience?
•  What action do you want them to ta...
Ask and LISTEN
•  What do you need from Public Relations?
•  What do you do with what we give you?
•  Are there any gaps?
...
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 Team...
Report and plan
Assess the
relationship
Structure
the dialog
Ask and
listen
Report and
plan
Commit and
nurture
5-Step Team...
Commit and nurture
Assess the
relationship
Structure
the dialog
Ask and
listen
Report and
plan
Commit and
nurture
5-Step T...
Commit and nurture
Assess the
relationship
Structure
the dialog
Ask and
listen
Report and
plan
Commit and
nurture
5-Step T...
7 Heavenly Communication Virtues
•  Listening = Caring
•  Open the door for change
FAITH
HOPE
•  Assistance = Approachability
•  Hear the message, not the
...
Go forth and …
Assess the
relationship
Structure
the dialog
Ask and
listen
Report and
plan
Commit and
nurture
5-Step Teamb...
Contact me
Janet Asaro
Director of Marketing and Public Relations
Anchorage Museum at Rasmuson Center
jasaro@anchoragemuse...
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Creative Conflict: Turning Tension Into Teamwork

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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.

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Creative Conflict: Turning Tension Into Teamwork

  1. 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. 2. Your career in high gear
  3. 3. It’s not a crap shoot
  4. 4. Where you come in • Complex processes • Cross-functional groups • Rapid change and response
  5. 5. Roles, skills, tools, relationships Assess the relationship Structure the dialog Ask and listen Report and plan Commit and nurture
  6. 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. 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. 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. 9. Learning Objectives Assess the relationship Structure the dialog Ask and listen Report and plan Commit and nurture 5-Step Teambuilding Process
  10. 10. When is it time to assess and regroup?
  11. 11. Assess the relationship
  12. 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. 13. Assess the relationship Assess the relationship Structure the dialog Ask and listen Report and plan Commit and nurture 5-Step Teambuilding Process
  14. 14. 7 Deadly Communication Sins Self-Assess
  15. 15. 7 Deadly Communication Sins
  16. 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. 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. 18. Real-life example Education/ Public Programs Turnover/ Trust PR & Marketing Dept Workload/ Morale
  19. 19. Structure the dialog Assess the relationship Structure the dialog Ask and listen Report and plan Commit and nurture 5-Step Teambuilding Process
  20. 20. Structure the dialog
  21. 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. 22. Ask and listen Assess the relationship Structure the dialog Ask and listen Report and plan Commit and nurture 5-Step Teambuilding Process
  23. 23. We only remember 20-50% of what 
 we hear.
 Ask and listen
  24. 24. . Show respect
 . Keep quiet
 . Challenge assumptions Seek to understand Active listening
  25. 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. 26. 80% Listen 20% Talk Active listening - 80/20 Rule
  27. 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. 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. 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. 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. 31. Real-Life Example/Ask and LISTEN Education/ Public Programs Trust PR & Marketing Dept Morale
  32. 32. Report and plan Assess the relationship Structure the dialog Ask and listen Report and plan Commit and nurture 5-Step Teambuilding Process
  33. 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. 34. Commit and nurture Assess the relationship Structure the dialog Ask and listen Report and plan Commit and nurture 5-Step Teambuilding Process
  35. 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. 36. 7 Heavenly Communication Virtues
  37. 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. 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. 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

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