I interviewed Sandra Murphy to find out more about the work she is doing at Principl(ed), how the magazine is contributing to the BC school system, the way she feels technology is affecting the magazine industry, and what advice she would give for people who want to become involved in a leadership role.
Sandra, you worked in the television industry for a while, before you entered the magazine world. Tell us more about that.
At UBC, I majored in political science with an eye to journalism. I graduated in 1983. After that, I spent a few years learning television production and freelancing until I started to work for Shaw Cable (later Rogers Communications) in community and multicultural television programming as a producer and supervising producer. More than 30 years of my professional life was subsequently spent in this role, with wide-ranging responsibilities. Concurrent with that career, I pursued continuing education in communications and both traditional and commercial art. When I left my TV role, I sought a new role where I could use my communications, writing, and design skills. In 2017, Rogers discontinued the community television department in Vancouver, and I began my role with the BC Principals’ and Vice Principles’ Association (BCPVPA) the following fall.
How did you end up being the Director of Communications at BCPVPA?
This role encompasses absolutely everything that I want to do in my work, and I was fortunate that they invited me in! It is the perfect blend of creative pursuits, administrative work, and project leadership. The work I do contributes to the professional vigour of educational leaders, and by extension, to supporting BC kids and teens.
I had issued a very small magazine in my previous role, and the prospect of editing and designing a full magazine for our members, alongside all my other duties, was a huge draw.
I started with BCPVPA in September 2018 as Communications Manager (with a subsequent title change to Director of Communications).
I was editor of the existing publication, which had been published for 30 years and was called Adminfo, until November 2019 when I designed and launched Principl(ed) magazine as our flagship publication.
The term ‘administrator’ was widely used in the earlier years for principals and vice-principals, and it is now recognized that being an ‘administrator’ is just a part of the leadership roles of BC principals and vice-principals. I wanted to reflect the high standards and ethical nature of our members’ roles with Principl(ed), a play on words and a nudge to “education” with the bracketed “ed”.
While just part of my work relates to magazine publishing, I felt there would be an advantage in connecting with professionals doing similar work and gaining more of an understanding of the industry. I love that BC-grown magazines of all descriptions are celebrated, and I have learned a lot through our membership. That’s how we became a member magazine of MagsBC.
What are your typical tasks in a day of work? What is your favourite part of it?
My job is to lead the communication strategies, campaigns, and activities for BCPVPA, with a focus on the professional needs of our 2,700 members. A typical day for me might be writing and designing promotional materials and communications related to our learning and leadership programs; meeting with our team about the conception and planning of program events, and supporting onsite at those events with social media coverage; preparing scripts and PowerPoint decks for upcoming member meetings; convening an internal editorial meeting about an upcoming issue of Principl(ed) magazine; and editing and laying out content for the issue in production.
There are so many parts of my work I love, but the thread of creativity that runs through so many aspects of my work is what gives me a lot of satisfaction. Whether it is coming up with a campaign to promote one of our leadership programs or finding innovative ways to pay tribute to our members during National Principals’ Month, there is always something new.
Would you like to tell us a bit more about how the magazine is contributing to the BC school system and what you aim to achieve with it?
While Principl(ed) magazine has the primary intent of informing and entertaining our 2,700 members, we endeavour to cover a variety of aspects of BC’s education system, hear the perspectives of influencers in the sector, and write about education and leadership topics that have a global context. The magazine shares articles that can help our members and other educators and leaders to better understand the system and find out more about innovative leadership practices and projects. Our staff-led articles range from topics like building teams, the legal and regulatory aspects of the work, and understanding compensation and contracts, to school leadership in the digital age, developing leadership fitness, and leading with equity, to maintaining health, developing empathy, and understanding trauma. We invite our members to contribute articles about their experiences, projects taking place in their schools, and what they are learning as leaders. Through Principl(ed), we are projecting the voice of educational leaders in BC and are sharing the important work they do in every big and small, urban and rural community to support students, teachers and staff.
What do you find challenging about your job right now, and how do you handle it?
Technology can be the most slippery of challenges when it comes to new tools, new social platforms, new versions of favourite programs, and all those other quickly evolving elements of our day-to-day. I have coached myself to take a breath before jumping. Is that new social platform where I want our association to be represented? Do I need to learn more about a new tech feature before I implement it? “New and shiny” can have some drawbacks, and it helps to be a bit thoughtful.
How do you see AI affecting the magazine industry?
I think that all creative industries are anticipating and experiencing an impact. Writers, designers, photographers, editorial teams are worried about their roles. Probably, as with any new and disruptive technology, there will be both small ripples and bigger splashes ahead. I think we will see how AI might be able to enhance our work when it comes to design and processes, while ensuring that content doesn’t lose its spiky human edge and become homogenous. Many of the creators I know are cautious at this point.
What would you like to see happen in both the local and Canadian magazine industry?
I can’t say that I have expertise here, as I am creating a member magazine in a non-profit environment. But I would say that through my experience with MagsBC, my eyes have been opened to some outstanding BC and Canadian publications. I would like to see people fall in love with magazines again. Long form storytelling takes us out of the digital quick-read space for a while. When I see a beautifully illustrated article, with a cunning opening paragraph, I am drawn in. There is nothing like it.
Do you have any advice for people who want to build up a career in a managing leadership position?
I can only speak about the exceptional leaders that I have worked with at times in my career—they have been memorable role models. Many great leaders didn’t set out to be “leaders”; their career success came from their understanding of relationships.
To build a career toward leadership, I would advise someone to be respectful, to ask when they don’t understand, to be interested in the work of others, to be positive, and to listen.
If you get tapped on the shoulder for a new project, say yes. You never know where it will go.
Your reputation both precedes and follows you. Think about how you want to be known and remembered.
Your favourite quote?
“A word after a word after a word is power.” ― Margaret Atwood
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