The Successful Athletic Director: Planning, Patience, Perseverance, Persistence, Passion
By Lyle Patzkowsky
The commitment required is incredible - six days a week, 80 hours a week. The skills and knowledge required - administrative, cognitive, communication, interpersonal, leadership, technical, motivation, organizational, self-management - are almost mind-boggling. The roles and responsibilities of the modern-day athletic director have become increasingly complex. This individual must be able to manage a myriad of issues ranging from mundane administrative tasks to sensitive and complex issues involving the emotional and psychological well-being of coaches, students and parents.
There are several variables, over which athletic directors have no control, that have intensified the challenges and have increased the demands on their time, skills and talents. The factors range from scarcity of resources, equity issues, increased involvement of stakeholders in decision-making and a changing world. How one responds to these variables determines success.
Every organization deals with finite resources; however, as school systems respond to No Child Left Behind (NCLB) and other mandates for increasing academic rigor, funding for other school needs diminishes. State and local government organizations struggle with maintaining levels of funding. Of course, increasing tax revenue is never a popular choice, especially in increasingly "graying" communities that have little or no vested interest in schools. As a result, school systems and schools seek and compete for other sources of funding - often from the same funding sources. This is exacerbated in communities where public and private schools compete for revenue.
Title IX has brought needed equity by providing opportunities and equal access to female students. However, scheduling, use and condition of facilities, providing equipment, and distribution of already scarce resources pose ever-increasing challenges for athletic directors. Knowledgeable parents expect compliance and accountability from schools. In a society in which athletics and sports is embedded in our way of life, the athletic director must know the law and find ways to work with limited budgets to ensure equity for all students.
The strength of a democracy is that it allows for involvement and diversity of opinion as we seek to resolve problems and issues. The decision and resolution is made better by the collective wisdom and expertise of the stakeholders. When consensus is reached, clear direction and priorities are established. Though the process is invaluable, it requires much patience.
The students who leave the hallowed halls of our high schools are entering a world that is opportunity-rich for those who are prepared for a rapidly changing world. It is a world in which increasing levels of knowledge and skills are an absolute necessity if students are going to successfully compete for jobs and careers in a global economy. Our students are no longer competing with students in their neighborhood, city, state or nation, but with students anywhere and everywhere in this world. Students and their families seek competitive advantage as they respond to these pressures. In turn, they are demanding more from our schools in every arena - academics, athletics and extracurricular experiences.
It is a given that an effective athletic director must have the administrative and organizational skills to successfully create and coordinate schedules, establish budgets, and handle a plethora of managerial tasks. To be successful in this new work environment requires that the athletic director possess and is able to consistently utilize another body of knowledge and set of skills that enables him/her to manage the human dynamics of leadership and change. The challenge for the principal is finding and/or developing an individual who embodies these qualities. Though presented as separate characteristics, they are closely intertwined.
Communicates! Communicates!: The athletic director must be articulate and convey information clearly and effectively orally, in presentations and in writing. He/she is expected to share ideas and address audiences frequently. All printed material must be of the highest quality; written documents must be flawless. Every word that is uttered or written is a reflection of the standard of excellence that is embraced by all members of the school community. The individual must actively listen to others, demonstrating his/her understanding by the comments made and/or questions asked. There is a reason we have one mouth and two ears.
Develops Relationships: In an increasingly diverse society, one must relate to all people in an open, friendly and accepting manner showing sincere interest in others and their concerns. Though sometimes a challenge, consistently showing and fostering respect and appreciation for each person is fundamental to success. Every individual should be treated with dignity and respect. The athletic director must seek to understand the agendas and perspectives of others. Cultivating strong formal and informal networks and partnerships in order to get things done and garner needed resources is essential. Some would characterize this as "politics" - politics is life.
Makes Conflict a Friend: Conflict management, not conflict avoidance, is a fundamental skill of the effective athletic director. As soon as there are two or more individuals, conflict is natural and inevitable. It has been said that, "If you and I always agree, then one of us is useless." Individuals who seek to see differences in people as an opportunity to learn about and approach things differently meet with greater success. Bringing conflict into the open and resolving issues collaboratively - though time consuming - is time well spent.
Builds a Team: Success is about "we" not "I." Utilizing the skills and talents of one's colleagues, students and parents is simply working smart. Being the "Lone Ranger" is self-defeating. Athletic directors who work with their school community to develop a shared mission and vision are able to provide clear direction and establish meaningful priorities. Involvement engenders enthusiasm, a willingness to invest time and energy, and the desire to excel. Mobilize coaches, students and parents to seek the support and commitment from the larger community to help build the athletic program.
Sets High Standards for Performance: High standards, coupled with a support system, are motivating to all. Those expectations should speak to performance on the athletic field, in the classroom and students' behavior in the community. Representing one's school by wearing an athletic uniform emblazoned with the school's name is a privilege. Leadership is expected. Ethical behavior is the expected norm. The standards are applicable to all - students, staff, parents. Establish clear and reasonable consequences for those who do not meet those standards. What one learns from the athletic experience - responsibility, teamwork, time management, persistence, perseverance, resilience, etc. - are the lifelong lessons that characterize a "winner." Wins and losses are momentary and soon forgotten.
A Strong Sense of Self: It's about integrity - demonstrating consistency among one's principles, values and behavior. The athletic director who follows through with commitments builds trust with his/her coaches, students and parents. There is no debate that the day-to-day work challenges of an athletic director are significant. The director who is able to adjust to multiple demands and shifting priorities, shows resilience in the face of obstacles, and demonstrates flexibility will have success. The athletic director who seeks and welcomes feedback, and is willing to modify his/her behavior in light of that feedback, will earn the trust and respect of the school community.
There are no guarantees for success. The best any of us can do is to develop the skills and competencies that enable success and practice them on a daily basis. The athletic directors possessing the qualities described are those who enjoy the admiration and respect of their colleagues, students and parents.
Lyle Patzkowsky is an area assistant superintendent for the Baltimore County Public Schools in Baltimore County, Maryland. He is a former high school principal at Dulaney High School and Patapsco High School in Baltimore County.
