But when you think about it, now's the time when you need your school community at its most positive. Students need to feel confident about themselves, their school and their teachers. Equally important, staff need reminding of the great things they and their school are doing to help avoid them looking for jobs elsewhere.
And raising self-esteem is also a key step for your school on the road to success if you follow the excellent spiral diagram above (the brainchild of Andy Goff of Resonate). Self-esteem allows you to say 'this is a great school', 'we can do great things', and 'we must get out and tell the world how good we are!' in order to attract students, staff and engage your communities.
So, how do you go about it? The key is to record and remember all the great things you do and have done throughout the year, and get your internal communications systems geared up to deliver regular doses of good news rather than just telling people which reports to write and which students are falling behind their (probably highly inaccurate) target grades.
Here are six tips (that hopefully won't take too much energy)....
1. Keep an ongoing list of the top 10 (or 20, or more!) highlights from the last year and share them internally and on social media if you've nothing new that day. Don't worry about repeating yourself.
2. Collect some great photos from trips, visits and lessons over the year and use Animoto (alternatives available but it's a great simple tool!) to create a great video for your Facebook page and website.
3. Keep in touch with former students and share their good news. If you're a primary school, you can do this by keeping in touch with parents or following the secondary schools they go to on social media. If they visit, ask them to share their thoughts, ideally on video!
4. Make it very easy for busy teachers and students to share news with you. Whether you're a school marketer or school leader, get out and about and ask what is going well. Set up a student news team or club to help. Encourage and train teachers to take good photos and video (following your safeguarding policies) and set up a Twitter network to capture this.
5. Survey parents and share the great things they say about your school - an especially good time to do this is at events that celebrate the end of school career - prizegivings, graduation ceremonies and so on. And use the quotes in all your adverts.
6. Create a weekly internal newsletter, blog or social media feed aimed at students and staff to share these good news stories, and make sharing them a regular part of form time or registration (most teachers will also be very grateful for something to fill the time!).