When school starts ... Following through with all the planning you did back in June.

The athletic director's planning for the school year does not begin in September. It begins in June, and unless he does it right, his problems will begin immediately.

Experienced A.D.'s are fully aware of this. They also know that most parents expect them to be surrogate parents to their kids - motivate like Vince Lombardi, teach like Socrates, and win like John Wooden.

Such high expectations can make even the most confident A.D.s feel a little uncertain at times. They can, however, maintain their confidence through preparation. And that must start in June.

The following guidelines can be of considerable help in the preparation process:

JUNE

Be sure to send your fall and winter sport schedule to a calendar company so that the posters can be ready by August.

It's also wise to meet with Booster Club officers to plan the fundraisers, special events, and purchases.

Booster clubs can perform many functions for the athletic department, but great caution and scrutiny are needed when money is involved.

Coaches often allege that "winning the championship was a community effort." They believe that if people can be persuaded to care about the teams, they will be eager to contribute to them.

The A.D.'s task, then, is to convince parents and people in the community to support the programs. They are the people who make the donations that pay for the sports drinks, books, and videotapes. They bring friends and relatives to the games and make up the loud, strong, and united cheering sections. They also work at the scoring table or ticket booth for home contests.

To gain community support, you may initiate a networking system through which the parents can spread the word to neighbors and friends. You should sell your program to the local organizations such as the Kiwanis and Rotary (and join these associations).

The summer months are an ideal time to make yourself visible in the community - shop in local stores, eat in local restaurants, swim in the community pool.

Seek the support of the mayor and city council members by appearing at their meetings and talking to them individually. Publicize any team and individual accomplishments through brochures or pamphlets published by city hall.

Gaining support from an entire community is certainly challenging and, to be sure, often takes time to accomplish. But it will snowball once you get started. Your passion for the program will serve to inspire others to support it.

Potential support groups in the community are the Kiwanis, Rotary, American Legion, Lions, Chamber of Commerce, and local churches. They can give you the financial and political support that most successful programs must have to prosper.

You may begin by writing a letter to the organization's president, introducing yourself and the athletic program, including a brief history and current expectations. Indicate how they may contribute to the team by attending games, making a donation, or helping host a special event. You may also request the opportunity to speak at their next meeting.

Also in June, check the eligibility status of all the school athletes, including those who will be entering from your junior high school or another school.

You should also inventory all equipment and be sure you have enough supplies for the coming school year, such as football helmets and cross-country uniforms.

AUGUST

This is also the ideal time to begin networking in the community: alumni, siblings, and parents are important. You should establish a nucleus of support from parents who understand and respect your philosophy.

My school hosts a "Back to School Bash" - an open house/carnival type event in which students pick up their schedules, visit their classrooms, and meet informally with teachers. The event offers a wonderful opportunity to promote school spirit, distribute schedules, and sell T-shirts. We also distribute maps that show the locations of our opponents' schools.

August is also the appropriate time for important meetings, beginning with the junior high and high school principals. Coordinate your athletic events with them and update them on any developments.

You would also do well to hold an athletic council meeting at which the entire coaching staff can discuss issues related to the overall program. The agenda should be specific. It should revolve around such issues as the improvement of sportsmanship, the use of the facilities, and practice schedules - discussions that should end with the coaches ready to transform talk into action.

Above all, the members of the coaching staff should be linked by friendship and function as professionals. The athletic director should work to develop effective relationships with coaches and assistants, and should continually evaluate his staff for their interpersonal relationships and attitudes.

A pre-season meeting with each coach is very beneficial, and should be followed up with mid-season and post-season conferences. The meetings should also address the coach's expectations for the team and the methods with which he intends to accomplish his objectives.

Each coach should be expected to have a plan for safety, injuries, his/her "Parents' Night" game, and picture day.

Paperwork always has been a challenge for athletic directors. Before coaches can even blow their whistles for the first practice, they must distribute and file a full cabinet of forms:

* an athletic department rules and regulations form which usually has to be cosigned by parents

* emergency medical authorization

* an insurance waiver

* physical examination card

* equipment inventory sheet

* personal information form

* gym lock and locker card

Again, avoid any random or off-the-cuff discussions when meeting with coaches to prepare for the upcoming season. Prior to this pre-season meeting, you may invite coaches to offer topics that should be added to the agenda. This invitation will give them a stake in the overall program and enhance their commitment.

SEPTEMBER

The public relations for the athletic program should begin in the school itself. Several things can be done to win the support of the teachers:

1. Invite the teachers to attend your games. Offer them free tickets, if necessary, and thank them afterward for attending.

2. Convince them of their importance to your program, and initiate an "Adopt an Athlete" program through which they can become the personal "cheerleader" for an athlete - write him notes, wish him luck, inquire about the game.

3. Give each faculty member a free media guide or program.

4. Invite appropriate faculty members to speak to a team about goal-setting, positive attitude, or successful people.

5. Ask the school newspaper advisor to have student reporters write articles about selected athletes.

6. Give each teacher a copy of your schedule and goals and ask that he or she spend a moment between classes to encourage the athletes to achieve success in their sports.

Among the other groups and organizations within the school that can support and enhance your program are Spirit Groups or Pep Clubs, Cheerleaders, Statisticians, and the Student Council. They can:

1. Make posters and displays for the school hallways.

2. Organize pep assemblies and lead cheers.

3. Publicize your program in the school.

4. Increase the attendance at your games.

5. Write articles about your players for the school newspaper (or other publications).

6. Make announcements about the teams and top performers.

7. Photograph your players and highlight them in school display cases.

8. Put a team schedule and pictures in the window of stores and other community shops or building.

9. Pass resolutions (student government) praising the team and/or individual performers.

10. Spread the word about your programs.

Group advisors who are willing to support your athletic program will require only minimal guidance. You should let them create their own cheers, signs, and banners, and they may also be willing to provide beverages, snacks, or other treats to the athletes after the game.

Finally, be sure to periodically acknowledge and thank them for their efforts.

"MEET-THE-TEAM NIGHT"

The week before your first game is a perfect time for a "Meet-the-Team Night." Invite athletes, managers, statisticians, coaches, administrators, faculty members, fans, the media, students, and parents.

Most parents are proud to have their kids play on a team. They become even prouder to see and hear them extolled in front of their peers and the community. The "Meet-the-Team" Night - best held on a weekday evening - accomplishes this.

A typical agenda will take no more than an hour to an hour and a half:

1. Welcome the group and thank them for recognizing the importance of the event.

2. Introduce any administrators and acknowledge them for their support.

3. Have the advisor to the statistician introduce them and clarify their duties.

4. Introduce the coaching staff and touch on the highlights in their backgrounds.

5. Explain the athletic department's philosophy and goals, and mention what you expect from the parents, particularly their behavior in the stands.

6. Display a slide show or videotape of the athletes in practice or in a scrimmage.

7. Have a guest speaker(s) make a presentation to the parents. Possibilities as speakers: a sport psychologist, physical therapist, college coach, a licensed nutritionist, an experienced parent, a famous alumnus.

8. Distribute an information packet continuing a schedule, nutrition guide, and training rules.

9. Conclude by thanking the fans and parents for coming, and expressing your hope that they had a memorable experience. Invite everyone to stay for informal discussions and refreshments. (Select some mothers to arrange this for you)

10. Finally, allow the coaches to introduce, in order, the freshmen, jayvees, and varsity team. You might also have the team captains briefly comment on their expectations for the season.

These are the tasks that have to be done in order to start your year on a positive note. Proper preparation will minimize your problems, win many friends and supporters for your program, and get your team off to a flying start.