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PR Effectiveness: Handling Conflict

12/04/2013 Adrienne N. Hester

Fighting coworkersUnderstanding conflict is a key to your success for PR Effectiveness. Your PR team is the key to your business, and your coaching is the key to a great PR team. You can learn to coach your team to improve PR relationships.

Mind Tools is an excellent resource for the steps of effective coaching. They state that "people must learn to work together and understand how to relate to one another – otherwise the team's output will be less than it could be." If the team's output is less, then the business will suffer. One factor that can affect output is conflict, especially when looking at PR effectiveness.

The team must understand conflict with customers and with each other. This does not mean there is never conflict. It means the team knows how to deal with conflicts. An excellent resource is a book called People Problems.

Godwin suggests your team needs to be coached in understanding when their buttons are being pushed by each other and by customers. When your team understands button pushing, they can control reactions. In controlling reactions, they will seem more professional.

Godwin also suggests you coach your team in using five "muscles." These muscles are:

Humility: The ability to acknowledge potential personal wrongness.

Awareness: The ability to observe actual personal wrongness.

Responsibility: The ability to be bothered by personal wrongness.

Empathy: The ability to be bothered if your personal wrongness hurts others.

Reliability: The ability to correct personal wrongness.

When you have coached your team in understanding and strengthening these muscles, you will be empowering them for success by understanding conflict.

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