Why We Do What We Do

I recently received an invitation from Katrina Cole Olson ’88 MEDIA, an adjunct professor in the University of Illinois College of Media, to guest-lecture in mid-October to her Advertising 400: Public Relations Writing class, held in the basement of the Foreign Languages Building on the southeast corner of the Quad.

It sounded like an interesting opportunity – she wanted me to talk about the UI Alumni Association’s communications strategy and, in particular, the open letter that UIAA Chairman Tom Vogelsinger ’73 BUS, MBA ’74, and I had issued during the summer when the work of the state Admissions Review Commission was ongoing, and local and Chicago media attention to the University was at its zenith.

“These students are open to talking about anything,” Katrina had said. “They aren’t shy.”

I soon learned that what Katrina said was true. When I entered her classroom, along with Vanessa Faurie ’86 MEDIA, our vice president for communications, we quickly found ourselves engaged in a fascinating discussion with an impressive group of upbeat, curious and very bright University of Illinois students.   

They asked why the Association had decided to issue the open letter – which, as you know, had been designed to provide some perspective about the University’s past, present and future greatness amid the prolonged negative publicity regarding admissions irregularities. Audiences wanted – and expected – a reaction from the Alumni Association.

The students asked about the role of alumni within the University. They asked about how to develop a communications strategy for key stakeholders, how to determine the right timing and the right audiences and how to maintain credibility.

It was truly an energizing discussion, and it prompted me to articulate the principles and core values that stand behind the UIAA’s actions.

Our message to them was that, as an organization, you must know who you are and what you stand for and then make sure your organizational behavior aligns with those core beliefs. We described three guiding principles to which the Alumni Association strives to adhere:

1. Integrity: Do the right thing, even when it’s not convenient and regardless of whether someone is watching. There is a higher cause to serve that is greater than any one or few individuals.
2. Credibility: You’ve got to walk the walk in good times and in bad. And with regard to our communications, hold true to journalistic standards and best practices.
3. Populism: Leverage the good that can come from our strength in numbers. Changing from a successful dues-based model to a universal membership model, providing more access to Alumni Career Center services, increasing the number of advocates in the Illinois Connection program – all of these examples are consistent with broader inclusivity and meaningful engagement.

As I discussed these issues with the students in Katrina Olson’s public relations class, I saw the very best aspects of education in action unfold before me, and I realized that what was happening in that classroom reflected not only the Alumni Association’s ideals and goals but those of the University of Illinois at large. Observing the students firsthand as they went through just one class hour’s worth of inquiry, learning and understanding provided a valuable reminder of why we do what we do – all of us, all of the time – at the U of I.

That is, we remain open to a wide range of learning experiences; we support the concept that the exchange of ideas is of immeasurable value; we commit to the task of educating our future leaders; and we continue to gain strength through standing together.

– Loren R. Taylor
President and CEO