Bringing job back? Prove its worth

Tysen Kendig's recent hiring by the University of Iowa wasn't greeted warmly by everyone. It had nothing to do with him. Instead, university officials took some flak for resurrecting the position for which he was hired - vice president for strategic communication - at a time when the UI is dealing with big cuts in state funding.

Critics raised valid questions. Now it's up to Kendig and UI leaders to prove the position's worth to the institution, its students and taxpayers.

Some of the decision's loudest critics were state Reps. Jeff Kaufmann, R-Wilton, who is a community college instructor, and Pat Grassley, R-New Hartford. They noted in a Jan. 4 guest column that the decision to fill the position was “boldly sandwiched between a new $100 surcharge on our students and a likely tuition increase.” State regents wound up canceling the surcharge but approved a UI tuition increase that, combined with fee hikes, will be a hefty 8.7 percent.

At a time of staffing cuts and greater financial burden for students amid lingering national recession, what justifies reinstating an administrative position that had been vacant for eight years and pays $200,000 a year?

President Sally Mason has said the job is too important to the UI's future to go without any longer. And national data shows the UI ranks lowest among Big Ten peers in its percentage of administrative and managerial positions.

Nonetheless, how critical is this position? How will results be measured?

Kendig told us what he envisions effecting within the next couple of years. In general, “It'll be the quality and quantity of ways we keep Iowans (and others) engaged and informed” about the UI and its mission. Specifically, that could be reflected in higher enrollment, higher student retention and solid gains in research grants.

As the UI's chief communication officer, Kendig said he aims to bring cohesiveness to the university's message and create a system that uses all communication technology - including social media - and effectively aggregates information from across the university spectrum. He cited a system at Penn State University that could serve as a model. He also plans to enhance promotion of UI strengths such as research and the Writers Workshop.

We'll also be monitoring how well the university upholds a free flow of information and respects Iowa's open records and meetings laws. Kendig promises a “culture of openness, as much as I can control.”

Kendig is well qualified, open and determined to help UI do a better job of selling itself and communicating with Iowans. We welcome him. His challenge is to prove the critics wrong.