Want to increase profits? Work more efficiently? Accelerate your career? Reduce stress? Be happier? If the answer to any of these questions is “yes”, then read on to learn why working with a coach is now central to the success of so many people and organisations.
The changing world
Life moves fast, particularly in the PR industry. We are in an “always on” 24/7 world, blurring work and personal space. The business environment is changing rapidly and grows more complex, volatile and ambiguous.
To respond to this reality, more and more individuals and organisations are turning to coaching.
Whereas 20 years ago coaching was seen as a remedial intervention focused on addressing underperformance, coaching today is focused on value creation including both personal effectiveness and enabling organisations to achieve their goals.
A survey by the Chartered Institute of Personnel Development found 64% of organisations surveyed used external coaches. So why are more people and organisations working with executive coaches?
One key factor is because the way we work has radically changed. Historically people made progress by either expanding or specialising in technical skills. Supervisors or managers were appointed because they became increasingly expert.
A focus on “systems” in the 1980s and 1990s driven by management consultancy, took an organisation wide perspective, seeking to create and refine processes to make work more efficient and effective. The intent, to ensure all the people in an organisation worked in an optimal way.
But today, the game has changed. We deal with complicated and fast changing sets of stakeholders, customers and relationships. New technology, new societal norms and changing customer expectations mean we simply do not know what’s coming next. People and organisations are having to constantly change, evolve and reinvent themselves. The key to success is adaptation, innovation and ideas. Finding a better way.
Coaching addresses an uncertain world with elegance. The coach serves as a “thinking partner” focusing on identifying solutions and opportunities, together with their client. The coach concentrates on finding ways to unlock talent and productivity to drive performance outcomes. A good coach can help unleash new energy, ideas and commitment.
Many organisations now realize managers and leaders can’t be expected to have all the answers. As a result, organisations are adopting a coaching model in which managers facilitate problem solving and encourage employee development by asking questions and offering support and guidance rather than giving orders and making judgments. Equally, individuals are turning to coaches to help them with their challenges and the changing work environment in which they are operating.
Coaching Value
For those focused on the bottom line, the case for coaching is compelling. One study of a Fortune 500 company found that its use of executive coaching resulted in improvements in both overall productivity and employee satisfaction. They concluded coaching delivered a 788% return on investment. A survey by PWC on behalf of the International Coach Federation (ICF) found that 86% of companies surveyed said they made their investment back from executive coaching. The ICF has suggested coaching can generate an ROI of between $4 and $8 for every dollar invested.
The benefits of coaching are wide ranging. Studies have found that coaching can help increase self-confidence, improve work performance, relationships and communication skills. Research also indicates that coaching can benefit customer service, enhanced employee-supervisor relationships and increased retention of staff.
Concerns about mental health are front of mind currently, as the world seeks to recover from and adjust to, the COVID-19 pandemic. In the PR industry mental health and stress is a major issue. Research by the PRCA found that as many as 89% of PR practitioners surveyed have struggled with mental wellbeing. While in some cases, medical or therapeutic interventions will be most appropriate, coaching can play a role in addressing stress. A study by Jan Ramsøy and Sigrid Stover Kjeldsen, found that coaching reduced stress levels by, on average, 18% after only eight to 10 coaching conversations, with some participants experiencing stress level reductions as high as 47%.
Good for you – good for everyone
Finally, for those people wanting to contribute positively to society, several studies have shown that the benefits of coaching don’t stop at the office door. A study by Anthony Grant found that executives who received coaching experienced positive effects that transferred over into their family life, including heightened work–life balance and improved relationships with family members.
If you aren’t working with a coach now, what are you waiting for?
About the Author
Rob Colmer has worked in communications and public affairs for over 20 years in both agency and in-house roles. He began coaching in 2013 and has undertaken coach training with JMJ/The School of Coaching and the Henley Centre for Coaching at Henley Business School. He is also an experienced sports coach.
Learn More
International Coach Federation www.coachingfederation.org
Association for Coaching www.associationforcoaching.com