Alan Hoffman, senior vice president of External Relations

The creation of a new centralized communications unit will transform the way the Office of the President tells the story of UC's public contributions to the people of California.

Housed under the External Relations division, this newly created department will bring together editorial and creative design services in print, Web and video under one organizational umbrella. This department will also be responsible for media relations, speechwriting and marketing and branding efforts, all under the leadership of Alan Hoffman, newly appointed senior vice president of External Relations.

"Creating a highly skilled, integrated external relations operation that meets the highest standards of professionalism and service to the University of California is my first priority as I begin my new assignment," said Hoffman, who joined UCOP in August. "This division will act proactively, plan jointly, work with campus colleagues and Office of the President clients collaboratively and responsively, and above all succeed in telling the compelling story of the University of California to the people of California."
 
The External Relations division also includes state and federal governmental relations, institutional advocacy, and alumni relations. The consolidation of the communications unit began several months ago with the goal of achieving:

•    One integrated office working together toward shared goals

•    Better leveraging of resources and content

•    More proactive planning to anticipate needs

•    Integration and execution of UC messages

•    Consistent brand identity

•    Broader range of services available to more departments

•    Greater efficiency and economies of scale

•    Clear career paths and opportunities for cross-training

The consolidation will bring together communications functions being performed by 34 positions spread out over the existing Strategic Communications department, Human Resources and Benefits, Student Affairs and other UCOP departments. The new communications unit will hold 27 positions, which will be filled on a competitive basis beginning with the leadership positions. Job openings will be posted on the UCOP employment site. Hoffman said he will begin recruitment in the next few weeks and expects to complete most of the hiring by the end of January.

For more information on the communications unit and other restructuring efforts, visit www.universityofcalifornia.edu/future/workunderway.html

Donna Hemmila is editor of Our University.