There are elements of project management in everything that we do. It's your responsibility as the team leader or project manager to point this out to your team members and guide them to see the connections.
A programmer might manage her time and communication, while also helping to develop a module, for example. A junior analyst may manage budget and scope while discussing the change request with the client. Show your team members how the tasks they are performing are also project management practices.
This way, team members can appreciate that the work that they are doing is impacting the project as a whole. If team morale is often low, perhaps members don't see the significance of their work. You can help change their perspective by coaching them to view their contributions differently.
Not all of your team members will appreciate your efforts. Some of them will feel that it's an interruption of their productive time or that you're meddling in the actual work being done. But by showing the team members how their tasks relate to project management, they will see that project management is present in everything that we do.
And who knows? That skeptical team member could become your organization's next high performing project manager -- thanks to you.
What do you think? Are project team members already performing some tasks of a project manager? How do you coach your team members to become good project managers?