When worlds collide!

What is a crisis? By definition, it is a crucial or decisive situation, a turning point. For those of us in the PR business, it is better defined as any event that causes us to stop what we are doing and react. Personally, I define a crisis as any situation that makes me reach into my desk drawer for my favorite bottle of headache relief!

Last month, I presented a workshop on crisis communication management to Superintendents and Principals attending a leadership conference sponsored by the Education Service Center Region 12 in Waco. (See my June 15th blog for more information) What a breeze it was lecturing people about what to do in a crisis when there wasn’t a crisis going on. It sure was easy being “the expert” on stage answering questions about managing the media when there wasn’t a line of reporters at my door. Life is so easy when you’re operating in “theory” mode rather than “reality” mode.

So what happens when, as George Costanza in Seinfeld stated, “worlds collide”? Just a few weeks ago, we had a crisis situation at work. A big one.

Instead of getting myself worked up into frenzy mode, I opted to close my office door, sit in the quiet for a few minutes, and jot down some notes as a plan of action. When I finished penning my third bullet point, I realized that what I was jotting down, was a parroting of what I presented as “theory” just a few weeks earlier. How interesting.

Although each crisis is different and should be weighed on its own merit, preparation is paramount. What does being prepared mean? Being prepared for me in this case was reviewing our crisis communications with key individuals in the district. We made sure that everyone knew what to do and what to say during and after the crisis period. We had at least three positives we wanted to share, and all people authorized to speak to the media spoke the same message. Be prepared.

Everyone knows that you should never say “no comment”. I always try to view the crisis from the eye of the public. Do they want to hear you say “no comment”? Anytime you ignore a crisis situation, it only makes things worse. If we provided no comment, we would have lost our greatest opportunity to control the crisis. Never say “no comment”.

It is always good practice to confront the situation immediately and take charge. If you’re hoping that the radar doesn’t find you because you’re lying low, that just doesn’t work. Embracing the crisis, being prepared, and having our statement ready allowed us to get on with business as usual after only one day of controlled chaos. Bleed for a day, not a week.

So those were the three bullet points I jotted down. As I look back, worlds can collide! Managing a crisis can be accomplished as long as you allow “reality” to meet with “theory”.

20 PR Tips for Superintendents …

This morning I had the opportunity to present “20 PR Tips for Superintendents” at the Texas Association of School Administrators First Time Superintendents Academy in Round Rock. This is the third year in a row that I have presented a public relations/communications session at this academy, and just like the past two years it was really fun to do. I met a few familiar faces and hopefully made some brand new acquaintances that I can keep in contact with over the years.

Here are the 20 PR Tips for Superintendents as presented today:

1. It’s not always easy to communicate.
2. Define your communication needs.
3. Communication is a planned effort.
4. It’s not easy getting others to follow your lead.
5. Know what it takes to communicate well.
6. Develop your communication goals.
7. Keep your board members in the know.
8. Always stay calm in a crisis.
9. Communicate with your community.
10. Communicate with all employees.
11. You can’t fix stupid.
12. The media knows that “juicy stuff” sells.
13. Always prepare before talking to the media.
14. Never lie to the media.
15. Never say “no comment”.
16. Never talk down to your public.
17. Cute kids make a cute story.
18. If it’s good for the kids, it’s probably good for the district.
19. Change your communications strategy when it’s not working.
20. Spelling is always important.

To view the slide deck from the presentation, go to my SlideShare account.

Farewell Bandera ISD …

It really is hard to believe that today is my last day working for the Bandera Independent School District. Fifteen years is a long time to stay in one place. As I sit here feeling excited about the new opportunities that wait for me at Georgetown ISD, I can’t help but feel rather nostalgic about this place that I have called home.

Why is it when you’re working at one place for a long time, little things tend to agitate you and dominate your thoughts all the time. As I sit here for only a few more hours, I am not thinking about those little things, but some really outstanding people that touched my lives.

I have to start in 1995. My dear wife Gina was talking with our neighbor Sherryl Jewett about me needing to find a new job since the consulting gig I was doing was really sucking wind. Sherryl was going to be the campus secretary at Hill Country Elementary School, a brand new school being opening up in the Pipe Creek/Lakehills area. Since I was pretty tech savvy, she introduced me to Andy Kline. Andy was the Principal of the school and he needed to hire someone to oversee the computer lab. We hit it off and I was hired. I never had so much fun in my life as the three years I spent at Hill Country. It was so cool working with all the kids from Kindergarten age to Fifth Grade. I also grew very found of many of the special needs children I worked with, and enjoyed seeing them grow and develop. Two that will always be very special to me are Tracy Salinas who graduated last year, and Justin Winters who will walk the stage next year. Those two kids put a warmth in my heart during that time that will never leave my spirit.

Andy fought hard to get me a promotion within the district. He encouraged the district administration to create a position called Instructional Technologist so my talents could be better utilized and I can get a better paycheck. Another person that was vital in creating this new position and helping me advance in the district was Business manager Barbara LeStourgeon. Three years of doing instructional technology was an eye opener and a lot of fun. I believe that I worked with every teacher and paraprofessional in the district because of all the training and workshops that were completed. Summers were filled with staff development and afternoons as well. During that time I got to work closely with Regina Howell and developed a wonderful working relationship with her that continues today,

The communications position that I hold today was created by Superintendent Dr. Renee Schulze. I owe a big thank you to Board Member Rand Hicks who was vital in supporting the need for a 3A district to establish a PR office. Unfortunately, Rand passed away a few months ago.

Dr. Schulze and Mrs. Howell both encouraged me to pursue a leadership role in the Texas Public Schools Association. I was extremely honored when Mrs. Howell and her husband Tim traveled to Houston to be a part of my Installation as President of TSPRA in 2008. That meant more to me than anything. Of course the humorous introduction by my current boss Dr. Kevin Dyes, provided an entertaining luncheon that people are still talking about and will never be beat.

I know that life is filled with passages, and people leave our lives as quickly as they enter it. I know that I will miss some people here and they will miss me. In a few weeks though, I am sure that whoever sits in this chair and at this desk will claim it as theirs and it will no longer be Brad’s office.

I am sure that a few emails back and forth will be shared for a while with my former co-workers, maybe a few telephone calls and text messages as well. The one thing that I do know is that as our common bond begins to shrink and the distance and time between us grows - new people and new stories will dominate my life. I also know that one day someone in Bandera ISD will reference me with “who was that guy that used to …”!

Passages. It is something that all of us live through. It is something that all of us experience in order to grow. I am glad I had this passage. It has helped me grow and it has helped me learn. I am glad that those people mentioned above were a part of my passage. I thank them one more time and will remember them always.

Being a Past-President has its privileges ...

Today, the Texas School Public Relations Association’s annual conference in Austin begins. As I sit here in Pipe Creek relaxing with a cup of coffee before heading out, I started to reflect on what it was like one year ago when I was the President instead of the Immediate Past President.

One of the big responsibilities of the President is making sure the conference is awesome. Last year I felt a lot of pressure the week before the conference and spent a lot of time tossing and turning during the night. When I arrived at the hotel to begin the conference last year it was non-stop activity. There was rarely a moment when someone wasn’t whispering something to you, or asking your opinion, or letting you know there was a problem. All in all the conference went off with only a few glitches. The conference planning team we assembled needed to hold their heads high for the tremendous job that was accomplished.

This year is so much different. My responsibilities include only a couple of reports during the Executive Committee Meeting on Sunday, a presentation with Terry Morawski on Monday, and making a brief speech at the Installation Luncheon on Tuesday. So much more relaxing.

Of course the week is still filled with excitement as I begin my new job on Friday as Director of School and Community Relations for Georgetown ISD. Unfortunately because of the weeks time constraints, I have to leave the TSPRA Conference right after the Installation Luncheon to return home. Wednesday and Thursday will be busy at Bandera ISD wrapping things up, training a few people on some of the things I do, and saying farewell. The evenings at home will be just as busy making sure loose ends are taken care of and everything is packed for my new adventure.

Gina gave me a wooden cross with a scripture from Jeremiah engraved on it as a present three years ago when we discussed looking for a new position and moving to the Austin area. I had it hanging in my office and have read it every morning when I arrived and every afternoon when I left. The cross reads “For I know the plans I have for you. Plans to prosper you and not to harm you. Plans to give you hope and a future”.

I am sure glad that God waited until this year to put this tremendous new opportunity into my hands. He always knows the right time for us and picks the right place so we can prosper and have a wonderful future.

Change is a beautiful thing …

Change is a beautiful thing. Not the change you have in your pocket, although that can be pretty cool especially when you’re a kid. But a life change.

After fifteen years of a comfortable life with a good job living in the Texas Hill Country, we made the decision to uproot and re-locate to Central Texas. I have had several people ask me “why at your age do you want to move?”.

Now I take offense to anytime someone (especially my doctor) uses the term “your age”! Hey, I’m only 53. I still have a lot of years to go, thank you very much. My brain still works, my creativity level is at its highest, I keep up with the latest trends in my industry. Sure I use a little Just for Men on my graying beard, but I really don’t think its time to update my obituary. So the question still remains, “why move?”.

In the past few years, Gina and I have been discussing that if the right opportunity came along, we would really like to move to the Austin area. Well the right opportunity has come along. On Tuesday, we were blessed by the official news that I will become the first Director of School and Community Relations for the Georgetown Independent School District. What a tremendous opportunity this is going to be.

Georgetown ISD is a vibrant, growing school district deep in tradition with a great history of success. They have excellent leadership and a supportive community. The City of Georgetown is a wonderful, quaint community poised for the growth that the experts anticipate. What a combination.

Although it will be hard to let go of familiar faces and routine places, what an experience it’s going to be. Gina and I are so at peace with this decision, we are not letting the thought of packing up everything we own impede our happiness. We are focusing on our goal and not the path. We are not listening to naysayers talk about a slow real estate market. We are firm believers that when the good Lord blesses you with opportunities, he will not allow obstacles to impede you from enjoying them.

A life change is a beautiful thing, and what a wonderful ride into the future its going to be.