TSPRA VOICE

We need to focus

on connection over

perfection, and grace over pace!

Conquering the enemy from within

By Monica Faulkenbery, APR

School districts are no strangers to crises. In many school districts, something unexpected goes awry almost every day. Superintendents and school public relations professionals deal with it and move on. We don’t like them, but we understand that they happen and have worked through enough scenarios to pretty much have a formula on how to deal with most of them. The pressure from those crises becomes almost second nature to some degree, and we’ve long learned how to shake them off and move on to the next one.

Then enters COVID-19. Unlike 9/11, we saw this coming — kind of.

We heard about a strange virus based in another country but never realized the impact that it would have as it came barreling our way. At my district, prior to spring break, we started having discussions about what we might need to do “if,” but none of us really thought that we would be closing campuses when we returned from break. By mid-spring break, it was all hands on deck, and the pressure was on for superintendents to come up with plans for distance learning, food distribution, working at home, paying employees even though they might not be working, modifying grading systems, sanitizing facilities, canceling traditional events, communicating with families and dozens of other things. What added to the stress was the rate of change and the information overload that came as a result of this virus.

Superintendents and school public relations professionals are planners by the nature of the job. When a crisis arrives, our offices are the first to respond and offer plans and support. Our jobs are 24/7 most of the time, and that can take a toll on a person. We are the ones used to taking care of others, and not worrying about ourselves.

“Like most who read this publication, I am here to help students be successful,” says Dr. Brian Woods, superintendent of Northside ISD in San Antonio. “One of the greatest perks of my job is to be able to, every day if I can, watch students do what they love. Like all of us, not having this connection adds to the stress.”

Healthcare workers, preachers, counselors and even superintendents and school PR professionals can suffer from what is called “vicarious trauma,” which in simple terms means “when compassion overwhelms the helper.” One can suffer from compassion fatigue, which is emotional residue from exposure to working with those suffering from the consequences of traumatic events.

This past year, both the National School Public Relations Association (NSPRA) and the Texas School Public Relations Association (TSPRA) have been focusing on “K12 PR Wellness,” something that superintendents should also consider.

When Edna St. Vincent Millay said her famous quote, “I burned the candle at both ends and it often gave a lovely light,” she wasn’t thinking about the consequences when it came to working in the school business. Dr. Edward T. Creagan, a professor of oncology at the Mayo Clinic said, “It’s become a

badge of honor in today’s driven society to push the envelope and burn the candles at both ends, but you can only do this so long before you flame out.”

Stress can make one ill and prolonged periods of stress can also increase the risk of several diseases, including heart disease and cancer. Stress hormones affect respiratory and cardiovascular systems in addition to disturbing the mental state of mind.

Some suggestions from Shawn McKillop and Kristin Magette, founders of the #k12prWell movement, list some helpful tips to start your wellness journey:

Make the most of the Do Not Disturb setting on your phone.

Make regular, uninterrupted sleep a priority.

Invest in your well-being while you’re at work — breathe, take short breaks, get up, walk around and hydrate.

Practice simple deep breathing, do some gentle stretches, take a short walk or go for a quiet drive.

Get fresh air, enjoy nature and exposure to sunshine, engage in regular physical activity.

Treat leave benefits as compensation.

Prioritize personal relationships in your life when the evenings and weekends arrive.

Let email wait (if it’s an emergency, they will text or call you).

In Anne Grady’s book “Strong Enough,” the author says, “most of us are not intentionally taught resilience; rather, we gain it through life experience. Given that the average person experiences five to six traumas in his/her life, these seem like pretty necessary skills.”

“Taking care of yourself is a non-negotiable, resilience-building strategy,” she says. “Part of treating yourself well is to identify what recharges you.”

When asked what she does to help relieve stress during the time of COVID-19, Dr. Sherri Bayes, superintendent of Floresville ISD said, “A lot of prayer, practicing mindfulness, exercising, and getting outside.”

“I have hired great people and I trust them to be the expert in their areas and keep me informed,” she said when asked what she would tell other superintendents when handling a crisis. “Don’t work in silos; collaborate and share. You can’t do this alone.”

Dr. Woods stated that continuing to observe some rituals has helped him cope, like seeing his parents for dinner every Sunday evening. “And a silver lining is being able to see my family much more than in a typical school year.”

“But regardless, as we transition from managing the crisis to working through the aftermath, districts will continue to do what is right for students,” he added.

To quote a TSPRA member from Tyler ISD, “we need to focus on connection over perfection, and grace over pace!” n

Monica Faulkenbery has 41 years of experience in public relations and has worked as director of communications for public and private colleges and public school systems in three states. She has been a TSPRA member for 22 years, most recently completing a term as TSPRA President. She currently serves as assistant director of communications in Northside ISD.