project management code

The Code of Practice for Project Management (2002) states:

"The Key Role of a Project Manager is to motivate, manage, co-ordinate and maintain morale of the whole project team"

In reality to project life, what initiatives can actually be taken by the project manager to achieve each of these roles set out in the Code of Practice?

And also what will be the main difficulties that might be encountered in relation to the concept of the 'Whole Project team' on a project using the traditional procurement route?