Just because something is "awkward" or makes the other person flustered or blush does not mean it's even a bad situation. You can make a comment like "You're so sexy" to a female friend and have her blush and it seem that she is uncomfortable, but then later find out that it really encouraged her. Like tonight, I made the comment to a dear friend "I have decided you're in a courtship 'cause you're so happy and feisty all the sudden these days." She giggled and another friend seemed annoyed at me because it seemed to place friend A in an awkward place. But, I found out tonight that it encouraged friend A because although she is not in a courtship her joy recently is an evidence of God's work changing her heart. So... it's not always bad.

Or in evangelism or confronting a brother or sister in Christ, it might be incredibly awkward in some situations to boldly speak the truth, but it RIGHT it is GOOD, and we should not allow the fear of an awkward situation to get in the way.

I am not advocating intentionally embarrassing your friends or not giving any thought/concern to the effect your words may have, but let's allow a little breathing room. There is no need to fear awkwardness it may be just the vessel God uses to draw someone closer to Himself.