Masterclass

Q3 2026 Masterclass: The Coaching Mindset for Communicators

​Communicators often joke that we’re unpaid therapists. There’s some truth to it: much of our job is helping people navigate competing perspectives, unclear objectives, resistance, and change.

​In this masterclass, Anca Ammon, Ph.D., draws on her experience as a neuroscientist, biopharma communicator, and executive coach to translate coaching concepts into practical tools for communications work. She’ll show how to recognize when we’re writing someone off as “mad” or “bad” based on our own perspective; consider the wider system surrounding and influencing a challenge; ask questions that uncover the assumptions, relationships, incentives, and fears shaping a response; and explore how the Values Square model can help communicators separate the behavior causing friction from the value someone may be trying to protect. Participants will leave better equipped to lead difficult conversations, build shared understanding, and help teams move toward clearer decisions.

Learning objectives:

  • ​Recognize the assumptions and experiences shaping how people see a situation.

  • ​Look beyond individual behavior to understand the broader context influencing a challenge.

  • ​Use the Values Square model to identify the values that may be driving tension, resistance, or misalignment.

  • ​Replace snap judgments and fixed labels with questions that reveal what is really behind a response.

  • ​Lead discussions that clarify objectives, surface possible paths forward, and support better decisions.

  • ​Identify common barriers to change in themselves and the people they advise.

Meet our facilitator

Anca Ammon, Ph.D.

Anca Ammon, Ph.D.

Principal

Ammon Communications

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