A method of controlling a magneto-rheological power steering coupling is provided. The method is to be employed by a controller and is initiated upon engine start-up. The method includes initializing calibration parameters and reading a plurality of input values. Subsequently, a hand wheel angle rate value is calculated from one of said plurality of input values. A pump speed command value is calculated as a function of at least the hand wheel angle rate value. A pump speed error value is then calculated, and a proportional-integral-derivative calculation is performed acting on the pump speed error value to determine a pulse width modulation duty cycle value. The duty cycle value is then output to a power driver to provide a control signal to the magneto-rheological power steering coupling. Also provided is control system and apparatus operable to perform the functions described hereinabove.