Does UNC really need another cheerleader?

Today the personnel and tenure committee of the UNC Board of Governors voted to approve the UNC General Administration’s request to create a new position: Associate Vice President of Strategic Communications. The job description can be found on the University’s website:

The Associate Vice President for Strategic Communications (AVP) will report directly to the Vice President for Communications (VP) and will have primary responsibility for leading all University system strategic messaging and social media efforts. The AVP will serve as the division’s second-in-command on all communications matters, with authority to make communications decisions and take action on behalf of the VP when appropriate. In consultation with the VP and senior leadership team at UNC General Administration, the AVP will develop and implement a comprehensive communications strategy to build external awareness and knowledge of the UNC system’s contributions, impact, value, and brand identity. As part of a communications team, the AVP will play a key role in the development and proactive dissemination of strategic messaging and programs to advance University goals and priorities, and will provide communications counsel and advice to colleagues within General Administration and on the campuses, as requested. The AVP will work closely with the VP in providing editorial and presentation support to the President and coordinating and/or contributing to special projects. In partnership with the VP, the AVP also will promote greater collaboration and strategic coordination among communications officers across the UNC system.

In UNC President Tom Ross’ words, it’s someone to “be proactive” about sharing the good things UNC does, including to the General Assembly. This is in addition to the existing communications team at UNC, state government relations employees that already exist (two at UNC General Administration and at least one at every campus), members of the board who often lobby on behalf of UNC, and the many alumni and boosters that are deeply dedicated to bringing home more bacon for their alma maters.

If approved by the full board, the new position will pay $80,000 to $115,000 plus benefits. Marty Kotis was the only member of the committee to vote against the measure.