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Crisis and Conflict Management for Athletic Directors
From injuries during competition to parent-coach disagreements or sudden weather cancellations, conflict and crisis are part of the job. As an athletic director, the way you handle high-stress moments has lasting effects on your reputation, your relationships, and your program’s stability.
Leadership under pressure doesn’t require you to be perfect, it requires preparation, clarity, and the ability to stay composed when others can’t.
“Between stimulus and response there is a space. In that space is our power to choose our response. In our response lies our growth and our freedom.”
– Viktor Frankl in Man’s Search for Meaning
Tension is inevitable. The goal is to meet it with structure, not getting caught in a wild scramble.
Here are seven practical ways to lead effectively when challenges arise:
- Develop a Crisis Management Plan
- Define Communication Chains
- Remain Calm and Present
- Document Incidents Clearly
- Address Conflict Early and Privately
- Train Your Staff
- Debrief and Learn From Every Crisis
1: Develop a Crisis Management Plan
If you don’t plan ahead, you’ll be making it up in the moment. Build clear response protocols for medical emergencies, facility problems, security concerns, and weather events. Review the plan each season, and walk through it with coaches, custodians, and key staff.
Don’t assume people that know what to do. Practice.
Run scenarios in the offseason. Set expectations before the first whistle.
2: Define Communication Chains
In a crisis, who contacts families? Who updates social media? Who handles the transportation delay?
Establish your communication tree ahead of time and write it down. Roles should be clear, and responsibilities should never overlap. When people know who’s responsible for what, you reduce guesswork and protect your credibility.
3: Remain Calm and Present
Your reaction becomes the emotional baseline for everyone else. Stay visible. Speak clearly. Move with purpose.
Even if you’re sorting it out behind the scenes, your outward presence should project calm.
“The quality of our attention determines the quality of our impact.”
– Daniel Goleman in Emotional Intelligence
Coaches, parents, and athletes pick up on your tone, especially when things go sideways. Give them something steady to follow.
4: Document Incidents Clearly
Every incident, whether it’s a confrontation, injury, or emergency, deserves written documentation. Record who was involved, when it happened, what decisions were made, and any follow-up steps. Stick to the facts, date your notes, and share them with those who need them.
Keeping a paper trail is about making informed decisions and protecting everyone involved, better to be thorough and safe than unprepared and sorry.
5: Address Conflict Early and Privately
A disagreement that’s left unaddressed rarely stays small. When there’s tension between a coach and parent, or friction between players, handle it directly. Meet in person if possible. Listen first. Clarify expectations.
Most problems are manageable if you catch them early and keep them out of public view.
“Uncomfortable conversations are the price of strong relationships. Avoiding them only weakens the foundation.”
– Patrick Lencioni in The Five Dysfunctions of a Team
6: Train Your Staff
Coaches, ticket takers, and support staff are often the first to encounter conflict or confusion. Don’t assume they’ll know what to do—teach them.
Offer short trainings or pre-season refreshers on how to handle emergencies and de-escalate tense moments. When your team knows how to respond, your events run smoother and your community notices.
7: Debrief and Learn From Every Crisis
Once things settle, bring the right people together and review what happened. What worked? What didn’t? What should change?
You don’t need to overcomplicate it. Just take the time to reflect and adjust. Every crisis reveals gaps. Good leaders close them.
Stay prepared, stay resilient, stay cool.
Your program and the people you serve will thank you.
