Sept. 13, 1999

 

 

 

 

 

 

 

 

 

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Archive

News

 

UK unites for future
Forester gets warm reception as he tries to save planet
Marketing helps UK compete on top-20 level
UK's national advertising campaign unveiled
Leading the way
Dialogues open communication on diversity issues
UK's McKinley stars in U.S. video on loan education
Woods: Strengthen CC ties
UKadvance betters employees, University through leadership training
University employees 'Race for the Cure'

UK unites for future

Historic meeting brings UK leadership together

In the first-ever gathering of the collective leadership of the University of Kentucky, President Charles T. Wethington Jr. convened a summit to lay the groundwork for the next two years of critical growth at UK.
"The challenge to become a top-20 university by 2020 is a mandate grounded in ambition, and it is a worthy goal that can be and will be achieved. But to achieve this success, we must fully dedicate ourselves to attaining this goal," Wethington told nearly 200 people, comprised of the board of trustees and executive committees representing administrators, faculty, staff, students and alumni at an assembly titled "UK United" on Aug. 19.

Wethington evoked the conquest of Mount Everest in his message, noting that the accomplishment depended on the partnership between Sir Edmund Hillary and Tenzing Norgay, a Nepalese guide.

Tim Collins
University of Kentucky President Charles T. Wethington Jr. invoked the conquest of Mount Everest in challenging the UK United team to strive for top-20 status during an Aug. 19 summit.


"Unlike Hillary and Norgay's expedition, our project is not a life-and-death matter. However, our efforts will have a direct bearing on the quality of life and the higher education experience for generations to come," Wethington said.

Wethington noted UK already has laid the foundation needed to achieve national greatness. The University holds 37 national rankings for quality research, education and technology; has a distinguished faculty and one of the nation's premiere libraries; is burgeoning with new construction and growth; and has achieved many of the state's higher education diversity goals.

He also pointed out that the state's Research Challenge Trust Fund has permitted UK to increase the number of endowed chairs from 23 to 66 and endowed professorships from 52 to 126.

"As we bring our new endowed chairs and professors on board, people will sit up and take notice. And they will continue to take notice as our research produces information and products with tangible impact on our daily lives," Wethington said.

On Aug. 20, the summit continued with several University leaders sharing market research and an integrated marketing plan that outlines specific action steps related to UK's top-20 goal. Officials also unveiled the slogan for a new awareness campaign, "America's Next Great University."

The UK United leadership also discussed initiatives supporting UK's strategic plan.

Ideas offered included ways to increase UK's position as a national research and public institution, as well as ways to recruit and retain quality graduate and undergraduate students.

The University's positive local and statewide economic and social impact was discussed, as was the need for increased financial support such as the continuation of the Research Challenge Trust Fund. Other discussions during the summit focused on the need to increase awareness of UK throughout Lexington, the commonwealth, the nation and the world.

Staff report


Forester gets warm reception as he tries to save planet

Forestry professor Matthew Pelkki has been to the foulest place on Earth, and he liked it.

Submitted

Matthew Pelkki, center, journeyed through the Russian wilderness with fellow professors to study environmental needs.

Pelkki returned this month from sabbatical in western Siberia, where he taught at Novosibirsk State University and worked at the Novosibirsk Forest Branch of the Siberian Division of the Russian Academy of Sciences.

During that time, he wrote grants proposals and engaged in various research projects with Russian scientists to reforest the polluted oil, gas and coal fields of western Siberia.

Located in the center of the Russian Empire, the remote region is home to Samatlor, the world's single largest oil field, which Pelkki described as "the most polluted place on the planet."
Pelkki said as much as the equivalent of three Exxon Valdez oil spills occur along Russian oil pipelines each day, owing to the use of ungalvanized steel pipe, the use of water to maintain pressure in the remaining underground oil reserves, and the Russians' failure to monitor pressure and volume.

"Because all the pipelines are buried, they don't know where or when the spills occur until vegetation starts dying off," he said. "Russian oil drilling is about 30 to 40 years behind the times. Siberia is a land of great contrasts. It has some of the most pristine and undisturbed forest ecosystems in the world, and also the most polluted and destroyed forests."

The devastation wrought by the oil spills starts an environmental chain of events that could have worldwide implications.

"This vast forest ecosystem plays a very important role in carbon sequestration, global biodiversity, and forest production," Pelkki said.

Pelkki attacks the environmental disaster zone by developing plans for oil drilling and exploration that are less intrusive to the forest ecosystem and by developing technologies for restoring dead forests.

This was Pelkki's third trip to Siberia. It seems likely he will return there this fall. The Regional Forest Administration and Committee on Environmental Protection wants him to start projects in the coal region of Kuznetsk.

"So I will be exporting the knowledge we have here in Kentucky concerning reforestation of surface mines to Siberia," he said.

"We are also hosting several Siberian forest researchers here in Lexington this winter to assist us in understanding the basic forest forming processes on surface mines in Kentucky," Pelkki added.
Pelkki praised the Siberian people as being friendly.

"Many of them had never met an English-speaking person," he said. "I was quite a celebrity."

Pelkki's wife, Jane, accompanied him on one of his trips to Russia. They plan to take their son, Samuel, now 2, on their next trip to Siberia.

"It's a great place to live," said the Michigan-born Pelkki, despite the temperature, which can plummet in the winter to minus 35 degrees Celsius, or 30 below Fahrenheit.

George Lewis

Matthew Pelkki
UK forestry professor Matthew Pelkki spent the summer evaluating Samatlor, the world's single largest oil field, and working on pollution prevention for the area, located in western Siberia.


Marketing helps UK compete on top-20 level

The University of Kentucky's commitment to becoming a top-20 public institution is a formidable but attainable goal. This commitment requires new ways of addressing opportunities and business practices, and demands aggressive programming and communication strategies that will position the University as a national leader in higher education.
To this end, President Charles T. Wethington Jr. and the UK Board of Trustees are considering a new marketing plan that gives life and a national focus to the strategic plan. Recommendations are based on sound marketing principles and represent a paradigm shift in planning for higher education.

"UK is on the front end of a marketing trend sweeping higher education. Colleges and universities are facing competition, shifts in student and donor populations, and other factors that demand new ways of doing business to succeed. While UK's enrollment and fund raising are setting records, we have embraced marketing as a way to be the best," said Michele Ripley, UK's national marketing director.

Cornett Advertising
In an effort to create more awareness of the University of Kentucky across the state and nation, UK's new marketing plan calls for broad-based advertising. Several new advertisements began appearing in media in early September. At left, director Bob Egle talks with Tyler Banks, one of the television advertisement's stars, on location in rural northern Kentucky.


UK's shift in planning is best represented by its focus on constituent needs, market trends and decision science. To learn what the public wants and needs from higher education, UK commissioned a comprehensive research effort that surveyed 2,800 participants in 31 states. This new information was then analyzed with comparative data from UK's benchmark institutions and top universities as ranked by the National Science Foundation and U.S. News and World Report.

Founded on this new body of research, UK's marketing plan includes goals, objectives and action steps designed to complement the strategic plan and move the University toward top-20 status. It was drafted from recommendations by UK's Marketing Advisory Council, a group of senior-level decision makers representing academics, admissions, alumni, athletics, development, the medical center, research and graduate studies, student affairs and more. The working draft was presented to the University's leadership for input and support at UK United on Aug. 20.

"In addition to outlining clear direction and action, this marketing effort has given many of us the ability to work at the same table with other campus leaders and plan how we can share resources, cross over programs and work together toward a common goal," said Stan Key, director of the UK Alumni Association.

That goal is to become "America's Next Great University" - coincidentally the new marketing theme for the University that summarizes a year of market research and planning, and clearly defines the future for the University of Kentucky.

Staff report


UK's national advertising campaign unveiled

Intriguing. Courageous. Unique. Motivating.

These are the hallmarks of a good company line. Like United's "Rising." Nike's "Just Do It." Or the University of Kentucky's new theme, "America's Next Great University."

Selena Stevens
Advertisements like the one above will appear in print media across the nation to heighten awareness about the University of Kentucky.

"There is indeed something great happening at UK. There's a groundswell of enthusiasm and a shared sense of confidence that UK is on its way to becoming a top-20 institution," said National Marketing Director Michele Ripley.

This confidence is perhaps most evident by glancing at UK's new set of benchmark institutions, including UCLA, the University of Michigan, the University of North Carolina and others to which UK now compares itself.
"'America's Next Great University' redefines greatness for the University and clearly captures the new level of leadership to which we aspire in higher education. However, we learned through market research that nationally there's work to be done to generate awareness of UK as a whole," said College of Medicine Dean Emery Wilson, member of the UK Marketing Advisory Council.

A new image campaign has been designed to communicate the strengths of the University and its goal to achieve national prominence. The campaign is the University's first concentrated effort to increase awareness and to change perceptions about UK across the country.

The mass media effort began Sept. 4 and includes television, radio, newspaper and consumer magazine advertising. Look for ads to appear in Time, Newsweek, U.S. News and World Report, Sports Illustrated, The New York Times, The Wall Street Journal and USA Today; and cable programming on the Discovery Channel and A&E among others. UK also benefits from national exposure on televised football and basketball games.

"Of course we need our family in-state to help us become a top-20 institution, so many ads will appear locally and statewide in traditional media. I hope people will feel proud to partner with UK in its quest, because it really will take a village," Ripley said.

Students, alumni, donors, businesses - the campaign is targeted to all audiences. It embraces children as a metaphor for the future. To date six print ads have been created to highlight unit strengths, research, technology, the humanities, the medical sciences and economic impact. The campaign showcases campus diversity and allows for future flexibility and different messages.

Production of three radio spots and one television ad spanned six states and involved a 14-hour, overnight film shoot with cranes and a 30-member team.

"When the schedule calls for an 11 p.m. 'lunch,' you know you're in for an adventure," quipped Ripley.

Staff report


Leading the way

Submitted
Ashland Inc. announced July 29 the Ashland Inc. Foundation will give the University of Kentucky $1 million over the next five years in an effort to boost awareness and participation in the state's Research Challenge Trust Fund. The foundation gave $2,505,000 in gifts to Kentucky's eight state universities and the new Kentucky Community and Technical College System. At the check presentation ceremony are, left to right, Paul W. Chellgren, Ashland Inc. chairman, CEO and UK trustee; Gov. Paul Patton; UK President Charles T. Wethington Jr. and Charles Whitehead, president of the Ashland Inc. Foundation.


Dialogues open communication on diversity issues

In an effort to start the University of Kentucky faculty, staff and students talking about and more actively seeking diversity, the dean of students office and the student group AWARE are planning a new series of racial dialogues on campus this fall. The effort follows three spring semester discussions.

"Faculty, staff and students were very receptive to and ready to talk about issues of ethnicity on campus and in our society," said Dean of Students David Stockham. "We hope these dialogues will become an event that occurs each semester - dialogues on ethnicity, gender and more."

Each of the spring groups, made up of eight people including faculty, staff, students and Lexington community members, met for two hours one day per week for four consecutive weeks to discuss various aspects of race in America today. Trained facilitators from the Lexington community led the groups in topics ranging from the make-up of American society to building strong, more diverse communities.

Amy Jordan, a molecular biology graduate student, said society needs dialogue groups to become more sensitive.

"I have seen racial insults written on desk tops in classrooms. Hanging out around the city with African-American friends, we've been attacked and insulted on various occasions," she said. "If we, as a university, do not address ethnic and cultural harmony, who will?"

Jason McDonald, a UK student and staff member in the Chandler Medical Center Facts Center, attended last semester's dialogues and said the sessions allowed many different opinions to be heard and helped him see ethnic issues from other points of view.

"As a white male, it's easy to not think or be concerned about ethnic problems," he said. "The dialogues were a conscious effort by me to keep ethnicity in my consciousness."

McDonald, also a member of AWARE, said it is important for students and University administrators to be aware of ethnic issues and seek diversity on campus.

"Dialogues are great ways to promote thought and discussion on racism, which has been one of our country's biggest problems," he said. "People bring open minds to dialogues, and any views are welcome."

For faculty, a dialogue experience can help add to the educational process, said Lee Edgerton, a dialogue participant and professor in animal sciences. Understanding the broad range of perspectives students and colleagues bring to the classroom allows teachers to tap student interests, needs and experiences.

"In a university setting, we expose ourselves to a variety of value systems different from those we came to the university with. That gives us a greater understanding of the world," Edgerton said. "It makes us better citizens also because we begin to understand and respect the basis for other people's decisions."

McDonald said the dialogues also helped him see something entirely non-racial - that people have different issues based on their lifestyles, where they live, where they come from, their education levels and more.

John Lindsay, a UK student and AWARE member who is helping coordinate the ethnic dialogues, said response from the spring dialogue surveys shows UK students are ready to talk.

"Surprisingly, according to the evaluation sheets, the No. 1 complaint was 'not enough sessions.' Some students even wanted more long-term sessions," he said. "The biggest problem with holding a dialogue was finding a time slot that allowed the greatest number of participants to be present a difficult thing to do on a busy college campus."

The spring ethnic dialogues also were supported by the Inclusive Learning Community, the Student Government Association and the UK Vice Chancellor for Student Affairs.

The fall dialogues, held weekly, are tentatively scheduled for 6 to 8 p.m. Oct. 12-Nov. 10 in the UK Student Center. People interested in participating, supporting or wanting more information on the dialogues can contact David Stockham at 257-3754 or dstock@pop.uky.edu, or John Lindsay at 252-7781 or jclind1@sac.uky.edu.

Selena Stevens


UK's McKinley stars in U.S. video on loan education

Kathy McKinley traveled to the nation's capital in July to help make a video and ended up in front of the camera.

McKinley, 38, a UK student loan counselor, essentially portrays herself. She poses as a student loan counselor responding to questions she answers almost daily in her job in the Funkhouser Building.

Dan Adkins
Student loan counselor Kathy McKinley went to Washington, D.C., to advise a video production from the shadows but ended up in the spotlight.

"I talked about debt management, interest rates, repayment plans, loan consolidation, record keeping and consequences of defaulting on a loan,"
McKinley said after returning from Washington, D.C., where she helped the U.S. Department of Education in the taping.

"They had a couple of professional actors and actresses and several summer interns for the project. It was a question-and-answer scene," she said.
McKinley and a business officer from another university had gone to Washington to help the filmmakers understand the kinds of questions asked most frequently by students and former students about William D. Ford Federal Direct Student loans.

After a few takes that looked staged, the Department of Education and the filmmakers asked McKinley to play the part of a loan counselor.

"They wanted to make it look as real as possible," she said.

The education department will make the 15-minute video available to colleges and universities around the country for viewing by borrowers attending entrance or exit counseling, she said.

So, has the experience whetted an appetite for a new career in pictures?
McKinley smiled, shook her head and said, "I don't think so."

Dan Adkins


Woods: Strengthen CC ties

Partnerships key to success

Jacqueline E. Woods, U.S. Department of Education liaison for community colleges, was the guest speaker during Lexington Community College's Faculty and Staff Development Day Aug. 20.

LCC
Jacqueline E. Woods, U.S. Department of Education liaison for community colleges spoke to LCC employees.

Woods is a major policy advisor to the secretary of education and the administration on national public policy issues affecting the nation's 1,200 community colleges. Under her leadership and guidance, the Community College Liaison Office has developed an outreach agenda that includes providing structures for two-year colleges to use in strengthening interactions and recognition within the department and with other federal agencies. The office has placed specific emphasis on increasing the visibility of community colleges in the school reform movement, in the distance education and information technology arenas and in building public and private partnerships, domestically and globally, around work force and economic development opportunities.

Woods discussed the many opportunities that community colleges can take advantage of by forming partnerships. She challenged LCC's faculty and staff to use information technology to improve access, quality and resources and to "break out of the box" when planning for the future.

Staff report


UKadvance betters employees, University through leadership training

Perhaps it sounds too good to be true. Maybe you've seen the flyers, read the media notices about the upcoming UKadvance Leadership Development Institute 2000, but still don't understand it, don't believe it or figure it's a long shot. By the time you've finished reading this, you'll have a clearer perspective of the institute and will be able to make a better-informed decision about UKadvance and you.

What is UKadvance?
UKadvance offers hope, encouragement, skill building and a broader insight into self and surroundings primarily for women and minorities, although it doesn't exclude men and non-minorities in its goal to affect lives and advancement of employees. It is the commitment of President Charles T. Wethington Jr. and a dedicated staff in Human Resource Development to create an organized effort to focus on promotional opportunities for individuals working at UK.

"Especially did I feel for office personnel and others who may have been hourly employees that those individuals didn't see a way to get prepared to move themselves up the ladder into mid-management positions at UK," Wethington said. "So my idea was simply to put in place a mechanism to identify individuals who were interested in being promoted at UK and better utilize those excellent employees."

Lexington Campus Chancellor Elisabeth Zinser said this type of program is beneficial and necessary because of the strong dedication and capability of UK staff and the sheer volume and impact of staff within the human resource profile of UK. The majority of UK employees are staff, including many women and minorities.

"This type of program recognizes that staff members are important and vital to the organization and that the University cannot advance and achieve its high aspirations without helping staff members to advance in their jobs and careers at UK," Zinser said.

Chandler Medical Center Chancellor James Holsinger said UKadvance is not just a program to encourage staff members to consider their opportunities for advancing their UK careers.

"It also gives us an opportunity to help people understand we want to see them progress and move forward to meet their career goals here at the University, without them feeling they have to leave and go someplace else in order to advance," he said.

Funding was allocated for the UKadvance Leadership Development Institute based on recommendations of the ad hoc committees on minorities and the status of women, released in the early 1990s. The first program in June 1992 challenged 40 individuals from different departments and levels across the University with two weeks of leadership and team building exercises, back-to-back presentations from high-level administrators and outside speakers and tours of many departments and programs at UK.

"Anybody who goes to any part of this program and takes a hard look at the curriculum knows it is not fluff," Zinser said. "Rather, it is a program of great substance. Presenters are talented, knowledgeable and interesting people who give a big picture view of higher education and its relationship to society, along with an in-depth view of the University of Kentucky and why it is a university on the move."

When it is?
Every two years a new group of 40 highly motivated UK employees takes advantage of the UKadvance opportunity. Four groups have graduated thus far, and many graduates are involved in ensuring the success of the 2000 Leadership Development Institute, which begins March 13, 2000. A special UKadvance kickoff will be held Sept. 15, with staff available to answer questions and provide applications, posters and fliers. Applications also may be picked up in 123 Scovell Hall and are available on the UKadvance Web site at www.uky.edu/ FiscalAffairs/Human Resources/ UKadvance.The deadline for application submission is Jan. 14, 2000.

Why you should try
Not every person who applies and graduates from the UKadvance program wants to leave their current position, nor are they expected to do so.

"If that employee is satisfied with that position, does an excellent job, then he/she ought not feel they've got to take on additional responsibilities and move on up the ladder," Wethington said, "but I would like to see that everybody coming through this program has a better appreciation for the University - the size, the scope, the complexity of it ­ and understands better how his/her job fits in with the big picture and how important it is to the University. Supervisors should encourage employees to apply and should be on the lookout for individuals they believe would benefit from such an experience."

Holsinger said UKadvance often serves as a source of refreshment for new and seasoned employees alike.

"Staff members who have had a chance to go to UKadvance come back with a renewed sense of the importance of what they do within the overall scheme of what the University is about ... with morale high and feeling like they've been a apart of something that's of use to them in the development of their career and useful for their unit."

Zinser said supervisors should not let concerns about staff coverage prevent individuals from taking part in the two-week program.

"There is always time and a way to help a staff member advance in knowledge and skills whereby the department benefits by the investment," she said.

Deneese Jones, associate dean of the Graduate School, is a supervisor who supports staff involvement in UKadvance.

"If we think about the strategic goals of the University, and if we are going to function as a unit in a collaborative fashion, then every individual needs an opportunity to develop at every level they choose," Jones said. "We need to see this as a very collaborative, interdependent type of environment. The long run of that is this is how you become a top-20 university, by recognizing and valuing what each person brings to the table."

For President Wethington, programs like UKadvance are sound business practices in the University's quest for advancement.

"Unless an entity, whether it be a business or university, spends a considerable amount of time and money on staff development, then that entity will not be as competitive as others in the same field," he said. "As the recruitment of well-qualified employees gets tougher and tougher, it's even more critical that we look for ways to promote and enhance our own work force."

You have the power
Perhaps Laura Hall from Distance Learning Library Services sums up the UKadvance opportunity best.

"It's a wonderful experience, and I think everyone would find it enjoyable and beneficial. However, being accepted into that program is not the equivalent of someone waving a magic wand and propelling you to new heights within the University," she said. "To paraphrase what Glenda the Good Witch said to Dorothy, 'You don't need any magic. You had the power in yourself all along.'"

To find out more about UKadvance, visit information booths across campus Sept. 15 or contact Jeanie Caldwell, UKadvance program coordinator, at 257-9555, ext. 185 or jeanie@e-mail.uky.edu.

Deborah C. Burton


University employees 'Race for the Cure'

Faculty and staff of the University of Kentucky can help fight breast cancer in September.

In conjunction with the Susan G. Komen Breast Cancer Foundation, UK Health Care is co-sponsoring the "Race for the Cure" in Lexington Sept. 25. Nancy Brinker of Houston founded the Susan G. Komen Breast Cancer Foundation in 1982 in memory of her sister who died at an early age of breast cancer. The foundation's mission is to eradicate breast cancer and life-threatening diseases through the advancement of research, education, screening and treatment. The "Race for the Cure" has become a national event with 75 percent of all monies raised from the local event staying in Central Kentucky to support the advancement of breast cancer research.

A UK team will assemble under the UK Women's Forum banner at Phoenix Park in downtown Lexington at 7:45 a.m. Saturday, Sept. 25, to take part in the race. All members of the UK community are invited to join.
An entry fee of $12 must be postmarked no later than Sept. 15. To register or for more information, contact Angela Back of the Women's Forum at 257-1708 or aback@pop.uky.edu.

UK Chandler Medical Center Public Relations


Briefs

'50 Years' play debuts
The University of Kentucky's 1999/2000 theater season will open with a world premiere by Lexington-based playwright Herman Ferrell III.

"Desegregation" was commissioned as part of the commemoration of "50 Years of the African-American Legacy" at UK. It will run Oct. 5-9 and Oct. 12-17 in the Briggs Theater.

For tickets and information, call 257-3297.

Sexual politics discussed
The University of Kentucky Women's Studies Program will host the Women's Studies Colloquium Series on the third Monday of each month at 4:30 p.m. in Room 230 of the UK Student Center.

The first presentation will be "The Sexual Politics of American Agriculture: The Animal Science Profession as a Case Study" by Keith Schillo, animal science, Sept. 20.

For more information, call 257-4375 or visit www.uky.edu/Arts Sciences/WomenStudies.

UK Women's Club invites eligible members
Women who are part of instructional, administrative, Extension and research staffs of the University, as well as wives of members of these groups, are invited to join the UK Women's Club.

Women who have lost their affiliation with the University due to retirement or the death of a husband are still eligible for active membership. Women who have severed ties for other reasons may retain membership by paying dues of $12.

For information, call 277-2981.

Chemical hazard guide available on Internet
The "NIOSH Pocket Guide to Chemical Hazards" now is available online. The guide provides quick reference to nearly 700 chemicals. It gives physical properties, exposure limits, incompatibilities and reactivities, personal protective equipment, exposure routes, symptoms and more.
The guide can be found at www.cdc.gov/niosh/npg/pgdstart.html.