2018 #ThankYourSID week picture from Pacific University
Process Over Applause
If you walked into my office, you would see the markers of a long career: awards for dedication to students, a President’s Award from CSC, and boxes filled with championship rings, watches, and trophies.
To an outsider, these are just tokens of victory. To me, they are symbols of the grueling, rewarding process required to earn them.
In the world of athletic communications—a field often defined by long hours and "thankless" behind-the-scenes work—the annual #ThankYourSID week provides a rare moment of peer recognition. While I am grateful to have been honored since its inception, this blog exists because of the other 51 weeks of the year.
Today’s topic, "Process Over Applause," is a reflection on where we stand as a profession. It’s an exploration of the intersection between the work we do and the internal drive required to do it, even when the lights are off and the crowd has gone home.
SID Validation vs. Internal Standards
In athletic communications, applause is inconsistent.
Some days your work is publicly praised. Other days it is quietly consumed. And occasionally, it is only noticed when something goes wrong.
If your sense of professional worth is tied to external validation, this reality becomes exhausting.
That is why Foundational Comfort for SIDs depends on choosing process over applause.
The Validation Trap in Athletic Communications
Validation in this profession is unpredictable:
Wins amplify praise; losses mute it
Coaches notice output differently than administrators
Fans react emotionally, not contextually
Good work is often assumed, not acknowledged
When SIDs chase validation, subtle shifts occur:
Standards bend to please the loudest voice
Priorities change based on reaction, not purpose
Confidence rises and falls with feedback
This creates reactive professionals instead of steady leaders.
Applause is not a reliable compass.
Process Is the Only Sustainable Anchor
Process does not fluctuate with outcomes.
Process asks:
Was the preparation thorough?
Were timelines respected?
Was communication clear and accurate?
Did the work align with institutional standards?
These questions remain valid whether the team wins or loses, whether anyone comments or not.
When SIDs commit to process, they create internal consistency in an external environment defined by inconsistency.
That consistency becomes credibility.
Internal Standards vs. External Noise
Every SID must decide:
Whose standards matter most?
External voices will always exist:
Coaches with urgency
Administrators with evolving priorities
Fans with opinions
Media with deadlines
Internal standards determine how you respond.
Foundational Comfort grows when SIDs establish non-negotiables:
Accuracy over speed when facts matter
Clarity over volume when information is fluid
Professional tone regardless of pressure
Internal standards do not ignore stakeholders. They protect the integrity of the work while serving them.
Process Protects You on the Hard Days
On difficult days—when results disappoint or criticism is loud—process becomes insulation.
Instead of spiraling into self-doubt, process allows you to say:
I followed the standard. I did the work the right way.
That statement does not eliminate frustration, but it prevents erosion of confidence.
Leaders who endure long careers are not those who receive the most praise.
They are those who do not require it to remain effective.
Applause Is a Byproduct, Not the Goal
Ironically, consistent process often produces recognition—eventually.
Trust builds quietly:
Coaches know what to expect
Administrators rely on your judgment
Colleagues seek your input
This trust rarely announces itself publicly, but it shows up in influence, autonomy, and opportunity.
Applause fades quickly. Credibility compounds.
Question
Process is a daily choice.
Ask yourself:
What standard am I committed to regardless of reaction?
Where am I adjusting my work to chase approval instead of excellence?
What part of my process deserves more discipline?
Foundational Comfort does not come from being noticed.
It comes from knowing your work holds up—especially when no one is clapping.
Reflection: What internal standard will you protect today, even if it earns no immediate recognition?
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