everywomanClub member and Modern Muse Pippa Isbell is Chief Executive of PRCo Ltd, the integrated Public Relations and Digital consultancy, with offices in London, Paris, Milan, Munich, Dubai, Moscow and New York. Pippa joined PRCo in January 2011 from Orient-Express Hotels, where, as Vice President, Corporate Communications and a member of the Executive Committee, she was responsible for public and investor relations throughout the world and established and ran a network of 13 international agencies. She joined Orient-Express in 1998, having started, built and sold PIPR, her own highly successful travel and leisure specialist public relations consultancy.
Founded in 1987, PIPR became the largest independent travel and leisure specialist, numbering among its clients the Thomas Cook Group, Avis Rent A Car and the Spanish Tourist Office. Pippa has over 30 years’ experience of public relations in the travel and hospitality industry. Hotel clients at PIPR included Inter-Continental Hotels and Resorts, Forte, Hilton International, Jarvis Hotels and Millennium and Copthorne. Exclusive to everywomanNetwork members, Pippa gives her top tips on how to give and receive feedback effectively.
How do you prepare to give negative feedback?
Prepare carefully and have actual and recent examples.
What is the impact of not feeding back to your staff?
If you do not give frequent and constructive feedback, nothing changes. Ultimately standards slip.
How do you deliver feedback, both positive and negative, to your team/staff?
Make sure your team has clear and achievable goals that they are motivated to attain. Brief them frequently on progress, good and bad. Give the praise that is due when goals are achieved. When things go badly, get the team involved in working out why and seek their input on how to improve the situation. You will not always be able to do what they recommend but if your track record is one of a fair, clear communicator and leader, they will understand your reasons for a different course of action.
Do you believe positive feedback is as important as negative feedback?
Absolutely!
Can you share an example of when you have given negative feedback and it has had a positive effect?
I have given negative feedback countless times in staff appraisals and in informal situations with my teams. Most people are aware of their own shortcomings or mistakes that have been made and are actually quite relieved to have the opportunity to discuss the problem and work out how to improve.
How did that make you feel?
It is quite often hard to give negative feedback because you are always aware that you are dealing with another human being. However, if the cause is just and the way you handle it is fair, it can almost always have a positive outcome.
What advice would you give to someone who feels the feedback they have received has been unfair?
If the feedback has been unfair and you did not say so at the time, ask to see the other person again and discuss it further. If it is still manifestly unfair and is disadvantaging you, many companies have grievance procedures which can be followed, or there may be redress in law.
