Mission CISD bids farewell to longtime PR director

Cynthia Ybarra Leal broke into a giggle when asked to describe her now-former boss Craig Verley. 

“He’s funny. There’s always a joke with Craig,” the Mission CISD public relations specialist said with a smile. “But you know, it has made for a very relaxed atmosphere. We’re all professionals, we all know what it is that we need to do in order to meet deadlines. But Craig makes it fun. Even if it’s for like a five second little joke and then we get back to work, it makes the day go by way faster and it brings joy.” 

When asked how she feels about Verley’s retirement, Ybarra Leal sighed heavily. 

“I’m a little saaaaad,” she said glumly. “I’m a little sad but all good things come to an end.”

Verley, who retires as Mission CISD’s director of public relations and marketing, joined the district in 1998. For many years, he and his secretary Irene Garza ran the public relations department and MCISD print shop alone. Eventually, the job description and department expanded as the district evolved with the times. 

From news writing and photography to media relations, event planning and community outreach to social media, and even policy managing, Verley has been the gatekeeper and guide for all communication in and out of Mission CISD. 

And now, after 25 years in public education, Craig Verley is hanging up his many hats. 

“It’s time,” he said. “That’s kind of the simplest way to phrase it. I just finally started listening more to that inner voice. And I learned a long time ago, back in my early 20s, if I don’t pay attention to that voice, there are consequences.” 

Verley explained that the first time he didn’t listen to his inner voice, he became a person he didn’t like. But now, after some thought and reflection, he admitted to himself he needed to move on. 

“It’s one of those things where you hear for years and years, ‘You’ll know when it’s time.’ I got to that point and finally paid attention to it, which is equally parts relieving and equally parts terrifying,” Verley said. 

During his time at Mission CISD, he accrued a list of honors, which includes an induction to the Rio Grande Valley Walk of Fame, the Professional Achievement Award with the Texas School Public Relations Association and two TSPRA Bright Idea Awards. 

But he remains exceedingly humble to the point that he requested Progress Times publish this article after his last day at Mission CISD on June 22. 

“I would prefer to go quietly into the night, as it were. LOL,” Verley said via text message.

The soon-to-be 61-year-old said he never thought he would end up in school communications and PR when he graduated from New Mexico State University in 1984. His background was in broadcast journalism. 

The self-proclaimed military brat, who grew up all over the country, ended up in the Rio Grande Valley on a fluke while visiting his father in Harlingen 31 years ago. After a series of events that can only be described as being in the right place at the right time, Verley found himself working at Channel 4 News covering the morning and noon weather. 

Timing is everything, Verley said.  

But after six years with the station, and the realization that local news icon Larry James was not going to give up his spot as lead weatherman anytime soon, Verley applied at Mission CISD. 

The outgoing PR director said he remembers sitting in his interview 25 years ago, indicating that, if all went well, he would retire from Mission Schools. At the time, he never actually believed it would happen. 

But as his final days in administration passed by, Verley said it felt strange knowing he won’t be walking the halls of MCISD anymore. 

When he looked back on his tenure with the school district, he described his experience as fulfilling. 

“Working for so many cool people who have a true heart for what they do has been fun to watch and be part of, and tell some of those stories,” Verley said. “There are so many people in so many different positions here that serve with all of their heart. And to be part of some of that is very fulfilling. And it’s the people who ultimately drive education.” 

The retiree said it’s the people he’ll miss most when he leaves. He spoke highly of his team and their accomplishments. And they shared the same sentiment about him. 

“Craig has been a pioneer in public relations. He has seen the changes and he’s adapted to the changes, so he’s always been one to look out for the next great big idea to implement in our department,” Ybarra Leal said. “He’s been an incredible boss. And although I’ve been in the industry almost as long as he has, I still have learned a lot from him.” 

Irene Garza, a Mission CISD employee of 37 years and Verley’s secretary of 25 years, said he has always been good to her and the rest of the team. 

“The whole department will miss him,” Garza said. “There’s not a dull moment in the office. He always made us laugh and he was fun to be around.” 

As for what lies ahead for Verley, he said he doesn’t know. Even though he is retiring from public education, he doesn’t plan to retire completely. But he hasn’t committed to his next move yet. 

“I’m going to allow myself a break to allow myself a reset and then just kind of see what comes my way and be choosy for the first time in over 40 years. I’ve jokingly said now I have to try to figure out what I want to be when I grow up, but it’s kind of true,” the 60-year-old said with a chuckle. “Sometimes life will bring you an opportunity, and it’s like, ‘OK, now is the right time. Let’s see where this goes.’”