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Strategic Communications Workgroup 2009-2010

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					Strategic Communications
    Workgroup Report
        June 2010




    Maryann Villavert (Chair), Lawrence Berkeley National Lab
 Chuck Morgan (Vice Chair), University of California, San Diego
   Stephanie Coughlin, University of California, Santa Barbara
           Connie Croker, University of California, Santa Cruz
          Claudia Parrish, University of California, Santa Cruz
         Ashley Inman, University of California, San Francisco
CUCSA Strategic Communications Workgroup Report                                                                             2009-2010




                                                      Table of Contents

1. Executive Summary ............................................................................................................... 4

2. Strategic Communications SCWG Background and Overview ............................................... 5

   2.1. Implementing the 2008-2009 Report Recommendations ................................................. 5

3. Goals and Objectives for 2009-2010 ...................................................................................... 6

4. Research Activities................................................................................................................. 7

   4.1. Introduction...................................................................................................................... 7

   4.2. Connectivity from UC locations to UC System Web Sites ................................................ 8

          4.2.1. http://www.universityofcalifornia.edu (University of California Home Page) ........... 8

          4.2.2. http://www.ucop.edu (UC Office of the President Home Page) ............................11

          4.2.3. Comparative Data to other University Systems ....................................................15

          4.2.4. Impact Analysis ...................................................................................................17

   4.3. Profile of News Resources..............................................................................................18

          4.3.1. News and Information on UC locations Web Pages .............................................18

                  4.3.1.1. UC locations Displaying Local News ........................................................18

                  4.3.1.2. UC locations Connectivity to “UC for California” .......................................18

                  4.3.1.3. UC locations Connecting to UC Newsroom ..............................................19

          4.3.2. Staff Interest in News and Information .................................................................20

   4.4. Activities in Support of UCOP Internal Communications .................................................22

          4.4.1. Promoting Our University Newsletter ...................................................................22

                  4.4.1.2. Discovery and Recommendations ............................................................23

          4.4.2. Profile of Content on UC locations Human Resources Home Web Pages ...........24

                  4.4.2.1. Conclusions and Recommendations ........................................................26

5. Recommendations through Local Efforts for Consideration by Staff and Leadership.............29

   5.1. Unifying UC on the World Wide Web ..............................................................................29

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5.2. Staying Informed and Advocating for the Future.................................................................29

6. Internal CUCSA Recommendations towards Building a Sustainable SCWG.........................31

7. Summary.…………………………………………..…………………………………………………32

Appendix A. UC location Home Web Page Screen Shots .........................................................34

Appendix B. UC location Web Page Screen Shots....................................................................52

Appendix C. UC locations Human Resources Web Site Screenshots .......................................82

Appendix D. SCWG On-Going Issues/Concerns Log and Summary of
Actions…………...........Error! Bookmark not defined.




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1. Executive Summary
The Strategic Communications Workgroup initially planned to implement the recommendations
presented in the “Strategic Communications Workgroup Report 2008-2009 Campus Leadership
Survey”. However, with limited resources and time constraints the Strategic Communications
Workgroup (SCWG) refocused a portion of its time and energy to support advocacy for the
University of California (UC). This was accomplished by creating a newly restructured path for
the 2008-2009 recommendations and was done in consultation with Director Paul Schwartz at
UC Office of the President, Internal Communications Office.

In light of the current budget concerns for the UC, the biggest challenge was to make this
SCWG's efforts meaningful and words make an impact to this report's audience and perform the
research in a manner that would have minimal impact to potential report participants in the UC
Community who would typically get approached through the efforts of this SCWG. We
approached Director Schwartz on these challenges, as well as outlined with him a direction the
SCWG was interested in taking. The SCWG was looking to validate its value in the future and to
avoid addressing processes and issues related to strategic communications, as we are not the
subject matter experts. The outcome of our discussion with Director Schwartz on planning for
this year’s SCWG activities included a discussion of the goals the SCWG wanted to address, as
well as some near-term and potential longer-term activities that would be valuable to Director
Schwartz’s office. The longer-tem activity included this SCWG offering support, as usability
testers (users and recipients) of communication via the World Wide Web and this discussion, in
addition to how the SCWG, overall, can be more effective is included in the end of the report.

The 2009-2010 report evaluates the visibility of the UC in the web environment with some
profiling on cross linkages to the UC System websites http://www.universityofcalifornia.edu and
http://www.ucop.edu. While discussions with UCOP Internal Communications Systemwide
Coordinator, additional research was requested regarding what would be important news
content for readers of the World Wide Web and what are UC locations distributing on the World
Wide Web for content related to Human Resources and Benefits.

The information presented in our study should help readers to identify with the concepts of:

   1. Advocacy for UC through increasing visibility and connectivity on UC location websites

   2. The importance of staying informed by engaging readers to identify news and
      information that is important and informative as members of the UC

Communication continues to be a critical and important issue for the UC. The suggestions and
recommendations in this report may be utilized to facilitate open discussions about the
communication interests of our readers, The report includes evaluating, identifying, and
providing feedback on news content relevant and of interest to Staff and other readers; a
realization of the value added when presenting a unified connection to the UC System among
the UC locations; and as individuals the criticality of being informed and educated about the
current events and impacts to the community as it relates to the UC.


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2. Strategic Communications SCWG Background and Overview
The Council for the University of California Staff Assemblies (CUCSA) Strategic
Communications Workgroup (SCWG) was formed to facilitate a working partnership with the
University of California, Office of the President's Internal Communications (UCOP IC) Office,
currently led by Director Paul Schwartz. The purpose of the partnership is to address ongoing
topics related to communications from a University of California (UC) Staff perspective. As a
general rule, CUCSA addresses communication each year responding to the continuous growth
of telecommunication technologies and to formulate communication strategies that will reach all
generations of UC staff through a variety of tools and resources.

The size and scope of UC is extensive with more than 220,000 students, over 170,000 faculty
and staff, and more than 1.5 million alumni. Further, the university system is decentralized as a
series of campuses, national labs, and medical centers each with its own distinct identity,
strengths and areas of interest. The UC Office of the President (UCOP) is presented with
unique and significant challenges with managing strategic communications. In today’s
environment with limited budgetary and personnel resources, keeping individuals well informed
and willing to listen has become a new challenge. The CUCSA organization continues to be
willing partners in overcoming the many challenges presented to the UC, but has, itself, faced
its own challenges of maintaining a cohesive understanding of how to be an effective workforce
and working on activities that are meaningful to the individuals within the CUCSA group.

The 2009-2010 Strategic Communications Workgroup, impacted by limited resources struggled
to find the best approach in addressing and implementing the recommendations presented in
the June 2009 Strategic Communications Report, as well as, address the current SCWG
objectives and goals found in Section 3. To increase multiyear effectiveness the SCWG
established a new charter/scope to ensure that future CUCSA Strategic Communication’s
Workgroups are at the forefront of activities and initiatives in order to provide a Staff
perspective.

2.1. Implementing the 2008-2009 Report Recommendations
The 2008-2009 SCWG recommendations were reviewed and discussed with UCOP's Internal
Communications (UCOP IC) Director Paul Schwartz, and Systemwide Coordinator Anne Wolfe,
to establish communications protocols from UCOP to the UC locations and to identify paths to
better support UCOP IC.

The first (two part) recommendation was for UCOP IC to consider establishing a communication
protocol:

       (1) Provide a print link for messages relayed via the World Wide Web and

       (2) Request that UC locations establish a centralized communications email address
           such as communications@UCName.edu

This recommendation was discussed in brief, and as it turns out, for example, the Our University
newsletter exhibits a link to print a PDF version from the web page. Access to a PDF version


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allows UC locations to post and distribute hard copies for readers who do not typically receive
electronic messages.

A centralized communication email address, such as communications@UCName.edu, could
provide UCOP with two areas of support. First, to streamline UCOP IC efforts in maintaining
communication distribution lists in the event of UC staff location changes. Secondly, to ensure
that communications reach all UC staff without messages arriving in unattended email inboxes.
A level of consistent messaging would be maintained as long as a protocol for owning a
centralized communications email address is managed by each UC location. For example, if an
individual's position changes, or a post is vacated without a replacement, or if a position is
replaced, a central communication email would provide an updated and consistent list
distribution. The risks with managing this communication email falls at the location levels and it
is assumed that each location would internally establish a protocol to ensure it is covered.
Director Schwartz expressed confidence in each UC location’s ability to manage
communications during such staffing changes.

The second recommendation was for the SCWG to provide support to UCOP IC in evaluating
communication distribution lists (list-serves or the like). While this activity would support a
streamlined communication flow, the steps and understanding the breadth and scope of existing
lists were not outlined. As a result, the SCWG was unable to engage Director Schwartz in a
meaningful discussion. The SCWGs suggests that this recommendation be reserved for a future
SCWG consideration.

The third recommendation, tracking the communication effectiveness from UCOP to the
employee level, including measuring the progress and its impact on a specific communication
campaign will also be reserved for a future SCWG consideration. This decision was influenced
by the challenges of the current world economy and its impact on the budgetary climate for the
state of California and the University of California. Therefore, the SCWG discussed the
importance of UC to the state’s economy and whether or not the California population was well
informed about the value and benefits the UC System brings.

The SCWG pointed to how utilizing one of the largest communication tools, the World Wide
Web, could help increase the visibility of the UC. Increased visibility may be a necessary tool
to support UC advocacy efforts. By researching the current levels of connectivity that UC
locations have to the UC System, would provide some anecdotal analysis to support improved
communications.

3. Goals and Objectives for 2009-2010
The SCWG recognizes with the budgetary challenges that the University of California faces.
The CUCSA organization has established a communication network of Staff from each UC
location, which allows members to share their concerns, best practices, and quick responses to
a variety of issues. The CUCSA organization is dedicated to the success of the UC which
includes advocating for UC. The SCWG proposed tracking the effectiveness of communication
to the employee level, by reviewing individual UC location websites. Reviewed were levels of
consistency in how each UC location home web page connected back the UC system website


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and thus effectively communicating that they are part of UC. Specifically, the SCWG hoped to
show that the UC’s visibility would benefit from having UC locations provide a reciprocating
cross-link from their websites to the UC System web site.

The SCWG determined that keeping its members well informed with news and information was
an important factor in maintaining a strong institution. Director Schwartz also expressed interest
in news and information content that was important to the Staff and others. Therefore the
SCWG quickly aligned itself to address the following objectives and activities.

   1. Review UC locations home web pages to determine how they connect to the UC System
      web site, particularly to http://www.universityofcalifornia.edu and to http://www.ucop.edu.

   2. Identify news and information content that is relevant to readers of UC’s World Wide
      Web and in addition, review UC location web pages to determine how they connect to
      the news resources managed by the UC System.

   3. Provide the following feedback requested by Director Schwartz:

           a. Advertise the May 2010 edition of the Our University newsletter and encourage
              readers to take the survey about desired news and information content.

           b. Identify which Human Resources and Benefits information is being presented by
              UC location websites and add the findings to our current Web study.

In review the first goal for the SCWG was to support UC advocacy efforts and respond to the
UCOP IC requested for desired news and information content. The second goal was to
establish an immediate hands-on approach for subsequent strategic communications activities.

4. Research Activities

4.1. Introduction
The SCWG conducted a web study to gain an understanding of how each UC location
establishes portals to UC System resources on the web.

It is quite apparent that the UC System web pages

               http://www.universityofcalifornia.edu
               http://www.ucop.edu
cross-link to the UC locations home pages in multiple ways. The initial focus of the study was to
find out if and how UC locations identified themselves as part of the UC System and compare
the results with the California State University System. The web study was expanded to include
profiles of how UC locations connect to the UC System news web pages and what news
resources were actually being linked (Section 4.3). Lastly, to address the discussion on
advocacy for UC, the web study includes a profile of how UC locations connect to the “UC for
California” web site http://www.ucforcalifornia.org (Section 4.3.1.2).


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4.2. Connectivity from UC locations to UC System Web Sites

4.2.1. http://www.universityofcalifornia.edu (University of California Home Page)
Each SCWG member reviewed web pages of two to three UC locations starting with the home
web page and drilling down through subsequent web pages to sufficiently answer the following
questions:

       1. Does the UC location home web page have a link to the UC System URL?

       2. Describe how a link is made, if any, from the UC location web site.

As illustrated in Table 4.2.1 five of the UC locations home web pages had a direct link to the
University of California home web page, though marked and located in different places. Some
links were embedded within text, or stood alone as plain text, or listed under ‘related links’ while,
others were marked as a label that looked more like a design element than an obvious link. Four
UC location home web pages had no direct link to the University of California home web page.
In two cases, links were found by drilling further into the UC location’s web site on 2nd or 3rd-
level web pages.

After this initial search, the SCWG decided to expand its research to include the National
Laboratories and Medical Centers. One National Lab and one Medical Center displayed direct
links from their home web page with one using a grey scaled UC logo and the other using an
obvious strong link to the words ‘University of California’. The remaining UC locations had no
direct link from their home web page, but linkages were again found by drilling further into the
web sites.

Overall, no uniformity was found in how linkages are displayed in terms of a UC logo or text. Nor
were there any specific commonalities on where the UC locations decided to portray the links on
their home web page. Appendix A provides home web page screen shots of the time this
particular web study was completed.

Table 4.2.1    UC locations Cross-Link relationship to University of California Home page

UC locations         Linked to         How are any pages linked?
                     University of
                     California's Home
                     Page?

Campuses

Berkeley             No                 This page http://www.universityofcalifornia.edu does appear
                                        2nd out of 2 hits when searching for ‘UCOP’ in the UCB web
                                        search engine, but does not appear when searching for
                                        ‘University of California’. This expanded search delivers
                                        multiple listings of other Academic and departments at UCB
                                        because the naming convention of the ‘University of California’


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                                 is used along with the Academic/Department name throughout
                                 UC Berkeley's web pages.

Davis                 Yes        Lower bottom of home page ‘University of California’ in
                                 shaded box.

Irvine                No

Los Angeles           Yes        Lower bottom of page, small faint text by copyright: University
                                 of California

Merced                No         But the link to University of California can be found through a
                                 sublevel page link from “Administration”

Riverside             Yes        Bottom right of page, plain text under ‘Related Links’: UC
                                 Office of the President

San Diego             Yes        Middle left of page, plain text only.

San Francisco         No


Santa Barbara         Yes        Link is located in the copyright section at the bottom of the
                                 home page.

Santa Cruz            Yes        ‘ University of California’ at bottom right of page - looks like a
                                 design element - not an obvious link

National Labs

Lawrence Berkeley     Yes        A gray-scaled UC logo that appears at the bottom center of
National Laboratory              the page that is a link. Directly above this logo, is the text,
                                 "...operated by the University of California" which is not linked.

Lawrence Livermore No
National Laboratory

Los Alamos National No
Laboratory

Medical Centers

Davis                 Yes        There is an obvious button to 'University of California' at
                                 bottom right




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Irvine           No

Los Angeles      No

San Diego        No

San Francisco    No              A link can be found from the ‘About the Medical Center’ page.




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4.2.2. http://www.ucop.edu (UC Office of the President Home Page)
The SCWG evaluated the consistency of UC Office of the President home page and linkage
from the UC locations web sites (not necessarily the home web page) to see if linkages to this
identity. Our initial criteria included evaluating the cross-link to the UCOP home page
http://www.ucop.edu, but we realized that this particular entity is dedicated to the management
and operating functions of UC and so we decided to evaluate if any UCOP web pages were
linked. The SCWG found inconsistencies of cross-linking through various subject matters from
each UC location to no cross-linking at all. Table 4.2.2 illustrates a snapshot of the diversity of
these linkages.

However, to some degree this makes sense, in that the UC Office of the President web site is
not considered a main portal to the UC System. The UC Office of the President web site is more
beneficial to an audience that is integrated and familiar with the UC System and its
management and operations. Based on what types of UCOP web pages UC locations are
linking to, UC locations are relying on the most recent content being published by UCOP. As a
result they do not have to utilize their own resources to integrate the same information within
their web pages or rewrite information related to Human Resources, benefits, news, etc.

Navigating UCOP’s web site proved to be frustrating if you did not know what it had to offer.
UCOP’s website does provide easy linkages to the UC locations home web pages as well as
the University of California web site. Screen shots of UC locations home web pages are
provided from the time this particular web study was completed are for reference in Appendix B.

Table 4.2.2.   UC locations Cross-Linkages to UC Office of the President Web Pages

UC locations       Do UC locations If there are no connections to the home page, are there
                   have any web     connections to other web pages? (Where/How?)
                   page links to UC
                   Office of the
                   President’s home
                   page?


Campuses

                                      The UCOP home page does appear 1st out of 2 hits when
                                      searching for "UCOP" in the UCB web search engine. These
                                      web pages http://www.berkeley.edu/admin/ucsystem.shtml
                                      and http://www.berkeley.edu/about/ucsystem.shtml show a
                                      listing of these UCOP and University of California web pages:

                                      Office of the President

                                      University of California system home

Berkeley           Yes                UC Campuses


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                                UC Laboratories

                                UC Medical Centers

                                UC Extension

                                Webpage http://www.berkeley.edu/admin/ucsystem.shtml is
                                located within UCB's Administration and Services sub-level
                                pages.

                                Web page http://www.berkeley.edu/about/ucsystem.shtml is
                                located within UCB's About Berkeley sub-level pages.

                                One of these web pages is also linked from UCB's Home
                                page to the active text links (at the top of the page) for
                                Prospective Students, Faculty, and Staff.

                                Yes. Directly from the Homepage are links through the
                                following buttons:

                                Administration: to 'The University of California System-Office
                                of the President’

                                Research: to UC Office of the President Research
                                Administration Office

                                Faculty: UC Office of the President Academic Personnel;
                                Benefits - UCOP Bencom

                                Staff: UC Systemwide Employment Opportunities

                                Future Students: Admissions -UC Application Site

                                A straight search "Office of the President" from the UCD
                                search engine, yielded 1000 results, most contextual
Davis           Yes             references, the majority are PDF.

Irvine          Yes             Via http://uci.edu/ucweb.php to http://www.ucop.edu/

                                No obvious links to UC home page from searching the UCLA
                                web site (there were 6020 options when searching UCOP
                                and 16,200 options searching Office of the President).

                                UCLA Newsroom, Human Resources, Planning & Budget
                                web pages link to specific pages on the UCOP web site, not
Los Angeles     Yes             to the UCOP home page.



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Merced             No

                                Office of the Chancellor web site: bottom/right under "Related
                                Links": University of California

                                Human Resources web site: top/left under "Related Links":
Riverside          Yes          UCOP Home

San Diego          No           No. Not even in the top fifty.

San Francisco      No

                                Yes, Alpha index at top center of site, select “U”. UCOP is
Santa Barbara      Yes          seventh on the alpha pick list.

                                Yes, In the A-Z index from the Home Page, under ‘U’ link to:
                                UC Office of the President (UCOP). Also under 'B' link to
                                Benefits, UC Bencom Other links from within Santa Cruz
                                pages to subject specific UCOP sites (i.e. Staff HR,
                                Academic Senate, Risk Management, Sponsored Projects,
                                Institutional Research, etc.). A straight search "Office of the
                                President" from the UCSC search engine, yielded 930
Santa Cruz         Yes          results, most contextual references, the majority are PDF.

National Labs

                                UCOP web pages are not easily locatable from LBNL's
                                search engine. Results do not immediately refer to UCOP
                                pages that would be relevant to News resources or other key
                                UCOP web pages. Some of LBNL's pages refer to specific
Lawrence Berkeley               UCOP pages that are specific to policy, but it is relatively
National Laboratory Yes         buried.

Lawrence
Livermore National
Laboratory         No


Los Alamos
National Laboratory No


Medical Centers


Davis              Yes          Obvious button to 'University of California' at bottom right



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                                Directly from the Homepage are links through the following
                                buttons:

                                Medical Center: ucdmc.ucdavis.edu/welcome – Yes –
                                obvious link at bottom of page

                                LINKS Column at far right side of page:

                                "J": 'Jobs and Careers'

                                "U": University of California links: last link to UCOP

                                Used the search feature to look for UCOP links, however
                                could only locate an explanatory paragraph (for UC) on the
Irvine          No              jobs page http://www.healthcare.uci.edu/employ3.asp.

Los Angeles     No


San Diego       No


                                Did find a link from the "About the UCSF Med Center" page.
San Francisco   Yes             But not through the search option.




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4.2.3. Comparative Data to other University Systems
The SCWG reviewed California State University (CSU) system to determine the extent of that
system’s practice with cross-linkages from the individual campus locations home pages to the
CSU system-wide home page http://www.calstate.edu/ (Table 4.2.3.).

The SCWG found inconsistent practices in the CSU system. Of the 23 CSU campuses, only
eight linked directly to the CSU System web site with three of these campuses using text as
direct links to the CSU System home web page. The other CSU campuses used text, such as
‘Budget Central’, ‘Working for California’ and ‘CSU News’ as linkages to the a specific page
from the CSU System web site. Of the fifteen campuses that did not show direct links to the
CSU System web site from their main pages, links were found by drilling deeper into pages at
the individual campus sites. Those links were made through links titled ‘Media News links to
Budget’ or ‘Campus Budget News’ or ‘A-Z Budget Office’. In five cases, no link between the
campus and the CSU system-wide main site was found.

Further research is merited to identify if University Systems are benefiting from cross linkages to
better illustrate a working model. Subsection 4.2.4 provides anecdotal analysis of why UC
locations should connect to UC System.

Table 4.2.3.   California State University Locations connection to the CSU System Web
               Pages

Campus            Year    Linked to California         Description/Notes
                  Founded State University
                          System's Home
                          Page?

Bakersfield       1965        No                       "Can't find a link?" > CSU Resources

                                                       Campus Budget News > CSU Public
Channel Islands 2005          No                       Affairs

Chico             1887        No                       Campus News > CSU Public Affairs

                                                       Media News links to Budget Central >
Dominguez Hills 1965          No                       California State Universities

                                                       Was unsuccessful in finding a link to the
East Bay          1957        No                       CSU home page

                                                       Was unsuccessful in finding a link to the
Fresno            1911        No                       CSU home page




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                                              News: Governor's Proposed Budget…>
Fullerton          1957   No                  CSU Public Affairs

Humboldt State                                A-Z Budget Office > CSU Budget Office
University         1913   No                  or CSU Budget Central

                                              Was unsuccessful in finding a link to the
Long Beach         1949   No                  CSU home page

Los Angeles        1947   Yes                 CSU Budget Central

                                              About Cal Maritime > CSU System linked
                                              from left rail.
California
Maritime                                      Quick links > Budget Office > Budget
Academy            1929   No                  Office Home > CSU System.

Monterey Bay       1994   No                  Quick links > CSU System

Northridge         1958   Yes                 California State University

Cal Poly Pomona 1938      Yes                 CSU Working for California

Sacramento         1947   Yes                 The California State University

San Bernadino      1960   Yes                 CSU Budget Central and CSU News

San Diego State                               The California State University system
University      1897      Yes

San Francisco                                 Budget News > CSU Budget Central and
State University   1899   No                  CSU Impact

San Jose State                                Budget > Message from the Chancellor…
University         1857   No

Cal Poly San Luis                             Was unsuccessful in finding a link to the
Obispo            1903    No                  CSU home page

San Marcos         1979   Yes                 The California State University

                   1960   Yes                 The California State University
Sonoma State

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University

                                                       Unsuccessful in finding a link to the CSU
Stanislaus        1960         No                      home page




4.2.4. Impact Analysis
Encouraging an institution like the University of California to implement a unified cross linking
to/from UC locations and System web pages would be a challenging task that is simple to
implement. The key challenge is to convince each UC location to modify very precious real
estate on the home web page even though a small action could easily improve the connectivity
to the University of California. This action would offer an opportunity to increase visibility among
the UC locations and lead visitors to a specific UC location web site and demonstrate the
expansive sphere of influence UC has throughout California.

The concept of establishing a brand helps establish certain expectations to those who recognize
the company behind the brand. For example, Coca-Cola is one of the most recognizable
companies/brands in the world. When you drink Coke, the expectation is the same everywhere
and you know you would not be disappointed. A UC brand exists and connecting the brand to
the UC locations will strengthen that existence and promote what a UC has to offer.

The SCWG believes that Staff identify with their UC location first and the UC System second, or
not at all. Some UC location web pages seem to help build an employee’s self-identification.
Without the UC branding, Staff or visitors to the UC location website do not make an immediate
connection to the University of California system. The SCWG supports the institution of the
University of California because in the grand scheme of things, a unified University of California
would have greater impact on issues within the state of California and across the Nation.
Access to the University of California should be considered a perk for living in California.

In order for the concept of the UC System to be perceived as valuable, it must be seen as
something larger that an individual campus. The SCWG believes a unified representation
(brand) holds a larger impact. Proof in practice is the Council for UC Staff Assembly which now
has a direct connection with UC President Mark Yudof. This connection allows for Staff to
convey in one voice concerns and ideas and in correlation offer solutions that are of concern to
the UC President. This partnership, allows for positive exchange of ideas and solutions.

The SCWG discussed with Director Schwartz the concept of having all the UC locations add a
link from their home web to the UC System home web page. While his office did not have any
current plans to require the UC locations to implement this change, it is currently the practice to
recognize that each UC location may prefer to stand alone. The SCWG understands that space
and content on web pages are valuable and that implementing any changes to the look and feel
of a web page can be an arduous process. We hope a discussion of a unified representation of
the University of California will convey the impact it has beyond the UC locations to the State of
California.

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Furthermore, while each UC location’s home web page may serve a specific purpose for its
readers, it is critical to find opportunities to keep Staff and others informed and educated about
the UC and what impacts it has at local and system-wide levels. By staying informed and
reminded about how UC contributes beyond the individual Locations, Staff can feel included
beyond their specific UC location.

4.3. Profile of News Resources
The SCWG evaluated news resources that individual UC locations were connected to. Initially,
we wanted to determine how and what UC locations were displaying as news and information.
The SCWG also looked for links to advocacy issues and identified what news content was
important to Staff. Lastly, we profiled how UC locations connected to the UC System’s news and
information web page, “UC Newsroom.” The purpose of this review was to evaluate what
content was being published and how this coincided with content that would be important to
Staff.

4.3.1. News and Information on UC locations Web Pages
The intent of exploring what pathways web readers have available for getting news resources
was to find out if there are consistencies and trends that cater to the web users. There are many
avenues of interest open to web-readers; therefore, the committee chose to research the Staff
perspective. Each SCWG member reviewed a number of UC locations and noted how
accessible local news was on the home page. Although the presentation and visibility differed
from campus to campus, all 11 locations had some news item on their home page and a
pathway to more local news.

4.3.1.1. UC locations Displaying Local News
Some UC locations’ home web page’s local news consistently focused on the accomplishments
of faculty, staff, students, sports, events and sustainability progress at their UC location. Budget
news found a place on most home pages featuring the economic climate and the Governor’s
May budget revise. Most budget references listed local articles with a link to UC Newsroom or
budget news from the UC Office of the President.

4.3.1.2. UC locations Connectivity to “UC for California”
Advocacy is apparent on each UC locations’ home page via the accomplishments of faculty,
staff and students and are highlighted on a daily basis. The SCWG decided to review how each
UC location is connected to the “UC for California” website (http://www.ucforcalifornia.org) or
profile how UC locations address the advocacy issue. For example, UC Berkeley’s local website
“UC Advocate” appears to be the only campus that links to advocacy information directly from
the home page. More than half of the UC locations did not have an obvious link to advocacy
information (Table 4.3.1). It is not clear as to why, but the members of CUCSA understand there
are still some undefined practices with respect to how to support advocacy as a UC employee
versus as an individual citizen of California.

In 2010, the SCWG prepared a short presentation promoting advocacy for the UC. At that time,
CUCSA members were unaware of http://www.ucforcalifornia.org. There was interest in utilizing

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best practices for engaging Staff to become UC advocates. Now one year later, through UCOP
emails and newsletters there are links on most of the UC locations’ home pages to “UC for
California”. Staff and others who visit the UC locations web pages, now have numerous
opportunities to advocate for UC through simple acts of contacting local legislature and staying
informed.

Table 4.3.1. shows how the UC locations connect to the “UC for California” web site directly
from their home web page. If there was no obvious link, the table describes how links (if
available) are made to other advocacy news.

Table 4.3.1.   Profile of UC locations Connectivity to “UC for California”

UC location             Link to “UC for       How connections are made to other advocacy
                          California”         news
                                              News Center>Budget Central>Advocate for UC>CAL
UC Berkeley                    No             Advocacy>Take Action UC for CA
UC Davis                       Yes            University of California>UC for California
                                              UC on the Web (difficult to find)>University of
UC   Irvine                   No              California>UC for California
UC   Los Angeles              Yes             University of California>UC for California
UC   Merced                   No              No UC for California link found
UC   Riverside                Yes             Office of the President>UC for California
                                              University of California (next to copyright date)>UC
UC San Diego                   No             for California
                                              Home Page right rail “Advocacy for UCSF”>UC for
UC San Francisco              Yes             California
                                              Index A-Z>"U" UC Office of the President (UCOP)>UC
UC Santa Barbara              No              for California
UC Santa Cruz                 Yes             University of California>UC for California
                                              A-Z index>"U" University of California, Office of the
Lawrence Berkeley                             President (UCOP): Newsroom> Systemwide home>UC
National Laboratory            No             for California



4.3.1.3. UC locations Connections to UC Newsroom
The SCWG reviewed if UC locations were cross-linking back to the UC Systems UC Newsroom
web page, http://www.universityofcalifornia.edu/news/index.php. The results were less
consistent than those from the research on the local news. Most UC location’s home web
pages provided a pathway to University of California, which lead to the UCOP home page. The
UCOP home page provided a link to the UC Newsroom. At three locations, UC Newsroom was
only available through the A-Z index and often via UC Office of the President web page, so a
conscious effort was necessary to look for UC Newsroom.

During the review period the SCWG discovered that web sites were rapidly changing. On a first
visit to the UC Irvine home page, access to UC Newsroom was only through “UC on the web,”
which most readers outside of UC Irvine would have difficulty finding. Returning a second time
to UC Irvine home page, there was a budget article under "Of Note" that linked directly to UC
Newsroom. On the UC Merced home web page there was no obvious link to the home page for
UCOP or UC Newsroom. A more cohesive study could be revisited in the following year to see


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where UC locations are with respect to utilizing the UC Newsroom as a news resource for their
locations. Details of how many of the UC locations connected to UC Newsroom are listed on
Table 4.3.2.

Table 4.3.2.   UC locations connectivity to UC Newsroom

UC location                 A         An           How connections are made to UC
                            Direct    Obvious      Newsroom
                            Link?     Link?
                                                   News Center>Budget Central>News from
UC Berkeley                 No        Yes          UCOP>UC Newsroom
UC Davis                    No        Yes          University of California>UC Newsroom
                                                   UC on the Web (difficult to find)>University
UC Irvine                   No        No           of California
                                                   Headlines>UCLA Newsroom>UC
UC Los Angeles              No        Yes          Newsroom
UC Merced                   No        No           Link was not found
UC Riverside                No        Yes          Office of the President>UC Newsroom
                                                   University of California (difficult to find, next
UC San Diego                No        No           to copyright date)>UC Newsroom
UC San Francisco            No        No           A-Z website>"U" UC Newsroom
                                                   Index A-Z>"U" UC Office of the President
UC Santa Barbara            No        No           (UCOP)>UC Newsroom
UC Santa Cruz               No        Yes          University of California>UC Newsroom
Lawrence Berkeley                                  A-Z index>"U" University of California,
National Laboratory         No        No           Office of the President (UCOP)>Newsroom


4.3.2. Staff Interest in News and Information
The SCWG surveyed what news content was important to Staff and what information was being
presented to Staff. The SCWG compiled a list of information that is critical to staff which
includes the following bulleted items.

   •   UC Newsroom - http://www.universityofcalifornia.edu/news/

   •   University of California News Resources
       http://www.universityofcalifornia.edu/news/newsresources.html

   •   At Your Service (UC benefits information)

   •   Benefits

   •   Vacation and sick leave balances

   •   Major news from other UC campuses

   •   Job posting or career websites from all UC’s

   •   All UC staff assemblies or associations

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   •   Which campuses are affected by furlough/salary cuts/etc

   •   Diversity Commitment

   •   Connections to social network sites such as, Linked In UC Alumni groups

   •   During times of deep budge cuts: "UC's budget: What's at stake"

   •   "UC for California"

   •   An easy 'look up' from the UCOP site would be great

The most common interests raised were: benefits (including "At Your Service"), the UC
Newsroom (for current UC budget information), and career websites (including job postings from
all UC locations). Other important interests included advocacy (“UC for California”) and UC’s
diversity commitment.

Director Schwartz was interested in finding out what people wanted to read more of and shared
with the SCWG that UCOP IC was preparing to release a survey in an upcoming on-line issue
of the Our University newsletter. The survey allows readers to provide input on what news and
content would be of interest.

The 10-question survey which appeared in the May 2010 of Our University asked readers to
provide important feedback on what is most or least interesting in the Our University newsletter
and what would readers like to see included in the newsletter. In addition, the survey asked
readers to describe the format readers are using to read Our University (via email, on the web,
hard copy) and where are readers getting UC news. CUCSA delegates and the Executive Board
often discuss and move forward with important issues for staff and recently did take an active
role in encouraging their local staff assemblies to participate in the survey. However, during our
discussions with the CUCSA delegates, it became apparent that delivery of Our University was
inconsistent. The SCWG briefly polled CUCSA delegates and the results are discussed in
Section 4.4.1.




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4.4. Activities in Support of UCOP Internal Communications
SCWG members held a teleconference with Director Schwartz and Anne Wolfe to discuss the
plans for the 2009-2010 year. One of the first topics discussed was, the SCWG’s discovery that
UC locations were lacked consistency in identifying itself with the UC System (refer to Section
4.2). Director Schwartz pointed out that many of campuses, medical centers and laboratories
preferred to identify or stand alone on their own reputations and that UCOP would not currently
consider implementing across the UC System a standardization of all website home pages with
a UC identity tag. Schwartz recommend this action could be addressed by CUCSA at the local
levels. Schwartz also expressed interest for the SCWG to support two additional activities. The
first activity was advertising the distribution and content of the Our University newsletter and
promoting the survey it contained. The second activity was to profile the content of UC locations’
Human Resources home pages. These discussions appear in the following Sections 4.4.1 and
4.4.2.

4.4.1. Promoting Our University Newsletter
At the June 2009 CUCSA Meeting UC President Yudof, expressed that he wanted to bring UC
locations together as an advocating force. He wanted to find ways to strengthen the UC
communication base in order to better represent our needs to the Governor of California. The
SCWG supports the Our University newsletter as one communication vehicle that can support
President Yudof’s desire for that unified voice.

The SCWG encouraged CUCSA delegates to promote Our University and the upcoming May
edition which would contain the reader’s survey. The SCWG also assessed whether the
newsletter was being distributed successfully and if its content was appealing and informative to
Staff. When the May 2010 Our University newsletter was distributed, the SCWG polled the
CUCSA delegation to identify how, when, and from where the communication was delivered.
This information is summarized in Table 4.4.1.

Table 4.4.1.   Poll of the CUCSA Delegates regarding Receipt of the May 2010 Our
               University Newsletter

CUCSA Delegates UC          Was it         Date           From What Source?
location                    Received?      Received?

                                                          E-mail link from the Vice Chancellor
UC Berkeley                 Yes            05/05/10       of Public Affairs.
UC Davis                    Yes                           Received directly from server
UC Davis Medical
Center                      Yes            05/05/10       Via communications@ucop.edu

UC Irvine                   Yes
UC Los Angeles              Yes            05/04/10       Via communications@ucop.edu
UC Merced                   No
UC Riverside                No



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UC San Diego                No
UC San Francisco            No

UCSF Medical Center         No
                                                         E-mail link from Vice Chancellor of
UC Santa Barbara            Yes            05/03/10      Administrative Services
UC Santa Cruz               No

Office of the President     Yes            05/04/10      Via communications@ucop.edu
Lawrence Berkeley
National Laboratory         Yes            05/07/10      Link on their on-line newsletter TABL


4.4.1.2. Suggestions
The SCWG discovered that even among its members there was no commonality in the
mode/source of delivery of the Our University newsletter. One suggestion would be to continue
revisiting the 2008-2009 report which noted that some measurement of progress be made for a
specific communication campaign. This could include profiling the distribution methods and
timeliness of distribution to when Our University is received by Staff, as well as outline the
communications protocols for this particular publication at each UC location. This information
could be a basis for analyzing communication effectiveness and identify some best practices
that can be shared and implemented across UC locations.

The SCWG learned that Staff was confused by the two UCOP newsletters, which have very
similar titles. Specifically, we are speaking of the Our University and the President’s advocacy
publication entitled Your University. While we understand the concept of reaching out to all
Californians and encouraging them to view the university as Your University, it understandably
causes confusion. One suggestion is to consider consolidation of the two publications and
increase the visibility of all UC publications (newsletters, briefings, reports) into one index
page—a magazine rack of sorts. Another suggestion is to consolidate publications under one
directory, which would hopefully offer efficiencies in terms of maintaining a comprehensive and
up to date list. Furthermore, it could eliminate some confusion on where to get the more up to
date information for related documentation.

In addition to utilizing the UC System’s websites (UCOP and University of California) to host the
publications index page, the SCWG found that the At Your Service web site could serve the
index page as it does reference various articles and publications, though not all. The At Your
Service web site does serve a particular purpose and therefore, perhaps the type of news and
documentation should be short-listed for the At Your Service subject areas with a link to the
more comprehensive index page for all available UC publications. This could reduce confusion
and concerns for proper dispersal of the information. It could also offer UC an opportunity to
reevaluate human resource needs to maintain several different publications from various
resources. There does appear to be some redundancy within the different newsletters that are
linking to the same publications repetitively. In a perfect case scenario, newsletters would be
organized at one common access point with cross-linkages referring back to that point.


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4.4.2. Profile of Content on UC locations Human Resources Home Web Pages
Finally the SCWG included in its website study an assessment of the UC locations’ Human
Resources home web pages. Also reviewed were the way benefits or other human resource
information were being represented on these sites especially the Post-Employment Benefits
(PEB) link.

Where UC locations made access available, the SCWG reviewed a limited number of UC
location’s Human Resources home web pages. Table 4.4.2 provides screen shots of each
Human Resources home web page and show secondary shots of linked pages. The table also
shows other key Human Resources features that are being highlighted on the UC location home
web page. Screen shots of UC locations HR web pages are provided in Appendix C.

Table 4.4.2.   Profile of content from UC locations Human Resources Home Web Pages

UC location       "At Your     Post       What key HR features are on the home page?
                  Service" Employment
                    link?  Benefits (PEB)
                               link?

UC Berkeley         no            yes       career@Berkeley>new employee>current employee

                                            looking for a job>employee resources>supervisor
UC Davis            no            no        resources>HR hot topics

UC Irvine           yes      yes via AYS    what's new>HR news>HR additional resources

                                            bargaining updates>calendar of events>news&
UC Los Angeles      yes      yes via AYS    events>additional resources>HR mission

UC Merced           yes      yes via AYS    announcements>HR events calendar

UC Riverside        no            yes       news & resources>PEB forums

                                            current issues>plan ahead>resources>HR business
UC San Diego        no            no        units

UC San                                      employment opportunities mgil list>employment
Francisco           no            no        practices>search for a job

                                            upcoming training>budget news>human capital
UC Santa                                    report> mandatory compliance>our mission
Barbara             yes      yes via AYS    statement >training




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                                         announcements>what's new>about staff HR>
UC Santa Cruz     no           no        compliance training

                                         affirmative action>working at LBNL>benefits>lab
LBN Laboratory    no           no        info>international researchers

LLN Laboratory    no           no

UCOP              yes      yes via AYS   Human Resources>Open Letter to the Staff

Medical Centers

UC Davis          yes      yes via AYS   job opportunities>HR resources & departments

                                         general info>when submitting your application>the
UC Irvine         no           no        application & employment process>for more info

UC Los Angeles    no           no        HR news board>workshops>retirement

UC San Diego      yes      yes via AYS   for employees

UC San
Francisco         yes      yes via AYS   jobs




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4.4.2.1. Conclusion
The SCWG discovered that the key to consistent Human Resources (HR) information delivery
and connectivity to the Post Employment Benefits site was via the At Your Service (AYS) site.
AYS has a direct connection to PEB, so if a UC location had this link; it automatically had the
PEB connection as well. This can be seen from the screenshots of some of the web pages that
follow.

After reviewing all UC location home web pages, we discovered the majority of UC locations
had a Human Resource page. Over half of the HR home pages linked directly to the AYS
homepage while others were more deeply imbedded into links by two to three pages. The HR
content on UC locations home web pages varied and although a benefits option was offered in
most instances, it was not consistent. The real consistency of information delivery seems to be
coming via At Your Service and the information is available after login. Furthermore, timeliness
and frequency of visiting AYS (monthly for employees who receive salary statements) could
offer better opportunities to deliver consistent messages that need to be frequently revisited. It is
suggested that all news and announcements be linked through AYS as this site includes a
wealth of information and useful links such as HR Benefits Review, HR Briefing Newsletter, New
Dimensions (for Retirees), Fidelity login site, AYS Online login site, and the UC Living Well login
site. The future of retirement benefits take employees selection takes staff directly to the Post
Employment Benefits site. The AYS site has potential to be utilized more effectively as the most
direct route to the staff information highway.

Additionally, it is the experience of the SCWG and the CUCSA delegation that the delivery of
important announcements and news from UCOP via our unique and individualistic UC location-
designed communication distribution processes, seem to wax and wane. The challenges could
be attributed to how communication teams are organized and are accessible to entities that
wish to distribute communications and how processes are created and implemented.

More research on this topic may be warranted, to provide a more comprehensive outline of what
UC locations are publishing for HR content and determine what news and announcements
should be added via the AYS site.




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Screen shot showing “At Your Service” with a direct link to the Our University
newsletter.




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Screen shot showing the Our University newsletter, which contains the following link to
PEB.




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5. Recommendations through Local Efforts for Consideration by Staff
and Leadership
The recommendations offered below are a result of hands on work by the SCWG members and
from a Staff perspective. Furthermore, the results are also only as good as the period of time
the World Wide Web stands still. (In a few cases while revisiting a UC location’s website, new
content was already in place.) Recommendations are outlined in the following sections as
themes to simplify the statement of the SCWG’s goals. They are followed by a summary of the
research activities and anecdotal statements to support the need to carry the efforts forward
until a productive, effective, positive resolution presents.

5.1. Unifying UC on the World Wide Web
The SCWG wondered how knowledgeable the California population is about the UC System.
That is, the benefits of sustaining education and the UC impacts to local economies. The
Workgroup also wondered about the visibility of the UC to Staff and others on the World Wide
Web.

UC locations home web pages do not uniformly use the UC Brand (UC logo or text). There is
no uniform placement on UC location’s home page to portray cross linkages to UC System web
pages (Section 4.2). The SCWG recognizes that each UC location desires to hold their
individuality, and the Workgroup does not want to impose on the creative spirit of each location.
The SCWG does believe that there is a need for the University of California to hold a strong
Internet presence with some level of uniformity. A strong united World Wide Web presence
would help increase the visibility of a well-known education system that may currently be more
widely known through a few individual campuses (Berkeley and Los Angeles).

Though use of uniform branding at all locations, the UC system can showcase the excellent
contributions in research, teaching, and public service and show how UC impacts the state and
nation. If one location is doing great things it should be connected throughout all the locations,
which in turn reflects well for the University of California. This would also offer Staff and local
public communities a sense of being part of something that has great influence and presence
throughout the State of California. Furthermore, this is an opportunity to reiterate the quality and
expectations that any University of California location has to offer to the public. Generations of
individuals will recognize and invest in UC overall and help in keeping it a sustainable institution.

Branding is what makes McDonalds, Fed Ex and Coca Cola the powerhouses they are. It is
their logo and trademark that establishes a visual consistency throughout their company that
employees and the public recognize to relate to. Consistency in branding secures trust—you
always know what to expect. The UC System would benefit from consistent representation to
ensure public trust and facilitate Staff loyalty. This relatively straightforward concept can help
publicize UC as an institution with many individual campuses, national labs, and medical
centers throughout California that offer and support its surrounding communities with a diverse
influence over local economies, culture, educations, public service.




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The SCWG and the delegates of CUCSA should move forward to their respective local level (as
recommended by Director Schwartz) to raise the awareness of including the University of
California as part of the UC location brand and specifically doing so by implementing a
cross-link from their home web page to the UC System web site. The SCWG’s next activity
should also include further benchmarking by assessing/finding similar educations
systems where this concept is implemented and appears to hold merit in order to better
speak to leaders beyond the local levels.

5.2. Staying Informed and Advocating for the Future
Staff are encouraged to stay informed and motivate peers, leaders and stakeholders to continue
to invest in the UC and its future. The investment is time and service. This may mean
communities of people communicating to legislature about big change or to individuals
(students, faculty, staff) looking to its UC location about small changes with potentially large
impacts. The following are the recommendations the SCWG are encouraging all of CUCSA to
take forward to local channels to influence change.

All UC locations should have a dedicated location on home web pages for news or a link to a
comprehensive news index as it relates to the UC location along. Each location should also
provide     a     link     to     the     University    of    California's   UC     Newsroom
(http://www.universityofcalifornia.edu/). Possible subject matters and links could refer to the
following.

        “At Your Service>UC's Budget: What's at Stake”

       “UC for California”

       Major news about other UC campuses

       Job postings from all UC’s

       Links to UC staff assemblies or associations,

       Campus career websites

The goal is to keep communities and the workforce informed so that individuals can take part
where the need is great or holds the most impact.

The SCWG recommends that UCOP IC create a definitive contrast between the Our University
and Your University newsletters to avoid confusion. In addition, clear information on how to
receive these newsletters can be better defined. On suggestion is to create better visibility via
the UC Newsroom’s publication index. Staff, students, faculty should be invited to directly sign
up to receive these publications.




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6. Internal CUCSA Recommendations towards Building a Sustainable
SCWG
The Strategic Communications SCWG seeks to provide support to the UC Office of the
President, Internal Communications Unit (UCOP IC). As the SCWG continues into the 2010-11
year, its first charge will be to communicate with the UCOP IC Director regarding pressing
issues that are important to Staff and to identify the support the SCWG can provide. Moving
forward, the objective of the Strategic Communications SCWG should be to align with the
activities and objectives of UCOP IC, in support of its role to the UC System, to provide a
coordinating function among system-wide communications operations, to foster message
continuity from UCOP, and to provide feedback on message delivery and reception at the
various locations.

An on-going framework for the SCWG could consist of the following items.

       1. The Strategic Communications SCWG Chair will establish a connection with the
          UCOP Internal Communications Director in September and maintain regular contact
          throughout the year. Initial contact will serve to prioritize short and long term activities
          for the SCWG.

       2. Respond to the UCOP Internal Communications Office when called upon for input or
          assistance in communications development and distribution.

              a. The SCWG will serve as a dynamic link between the campuses and OP
                 Internal Communications office by anticipating announcements and promote
                 awareness of messages from OP to the campuses.

              b. The SCWG will serve as a consultative body to communications between the
                 Office of the President and UC locations, and serve as a beta-test group for
                 such communications, providing particular feedback on surveys aimed at
                 measuring system wide staff opinion and climate.

       3. When possible a UCOP CUCSA delegate should serve as part of the SCWG. The
          benefit of having a UCOP delegate represents an opportunity for a direct connection
          to UCOP IC and would provide the SCWG with immediate insight to current
          concerns and challenges that would benefit from input by CUCSA members.

       4. Close the year (no later than the end of June) with the UCOP Internal
          Communications Director by sharing the SCWG’s activities, results, and outcomes.

       5. Continue to advocate for Staff and address issues important to staff in light of
          common objectives established with UCOP IC.

       6. Create a list of concerns/issues. Maintain a live list of issues that affect the UC and
          that are important to Staff such as those suggested within this document. From the
          list, select 1 or 2 priorities to pursue during the CUCSA year. The list should also
          identify timeframes, priorities and provide a historical accounting by tracking


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           completion of an activity or listing best practices. The list will help focus the efforts of
           the SCWG, as communication remains a critical topic among Staff. An example of is
           shown in the table below using a recommendation (quickly summarized) that CUCSA
           will revisit.



7. Summary
In formulating the approach for this year, the SCWG faced challenges (budget and other
resource constraints) with completing its commitment to carry forward the SCWG activities from
the 2009. In looking to the future, the SCWG discussed the value of activities that have been
completed in the past, and to what extent are the recommendations being reviewed, considered
and implemented. The Workgroup also considered how to build a sustainable SCWG as
delegates rotate participation on CUCSA.

Since its inception the CUCSA Strategic Communication Workgroup has partnered with the UC
Office of the President’s Internal Communications Unit.            This partnership provides
understanding of the intricacies and complexities of the flow and outreach of communication to
location gate keepers and finally to the employee. The SCWG has spent a three to four year
period surveying and mapping communication flow, discovering drivers for gate keepers to
modify communication content, as well as relying on the participation of UC Staff and
stakeholders. CUCSA continues to remain in a fortunate position to provide a voice for Staff and
relay concerns directly with the UC President Mark Yudof. Continued effort will be required to
carry these recommendations and ideas forward in order to make a positive impact for the
University of California.

We hope that the SCWG will carry forward the suggestions detailed in this report, especially as
it relates to supporting a unified representation of the University of California especially as it
relates to advocacy. While this may be achieved through the motivation of local Staff, this
should be a collectively supported recommendation with an organized campaign from various
levels of leadership.




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Appendix A. UC location Home Web Page Screen Shots
UC locations Connectivity to http://www.universityofcalifornia.edu

UC Berkeley




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UC Berkeley (2nd Page)




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UC Davis




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UC Irvine




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UC Irvine (2nd page)




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UC Los Angeles




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UC Merced




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UC Merced (2nd page)




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UC Riverside




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UC Office of the President




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UC San Diego




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UC San Francisco




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UC Santa Barbara




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UC Santa Cruz




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Lawrence Berkeley National Lab




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UC Davis Medical Center




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UC San Francisco Medical Center




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Appendix B. UC location Web Page Screen Shots
UC locations Connectivity to http://www.ucop.edu

UC Berkeley




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UC Berkeley (2nd page)




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UC Davis




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UC Davis (2nd page)




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UC Irvine




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UC Irvine (2nd Page)




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UC Los Angeles




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UCLA (2nd page)




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UC Los Angeles (Page 3)




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UC Los Angeles (page 4)




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UC Merced




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UC Merced (page 2)




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UC Merced (page 3)




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UC Riverside




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UC San Diego

Has no link to the Office of the President home page.




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UC San Francisco




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UC San Francisco (page 2)




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UC Santa Barbara




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UC Santa Barbara (2nd Page)




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UC Santa Cruz




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UC Santa Cruz (page 2)




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UC Santa Cruz (page 3)




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CUCSA Strategic Communications Workgroup Report                        2009-2010


UC LABORATORIES

The following have no links to the Office of the President homepage

   •   Lawrence Livermore National Laboratory
   •   Los Alamos National Laboratory


UC MEDICAL CENTERS

The following two centers have no links to the Office of the President homepage

   •   UC Irvine Medical Center
   •   UC San Diego Medical Center




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UC DAVIS MEDICAL CENTER




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UC Los Angeles Medical Center




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UC Los Angeles Medical Center (page 2)




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UC Los Angeles Medical Center (page 3)




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UC San Francisco Medical Center




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UC San Francisco Medical Center (page 2)




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                        PAGE LEFT INTENTIONALLY BLANK




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Appendix C. UC locations Human Resources Web Site Screenshots


UC Irvine




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UC Los Angeles




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UC Riverside




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UC Santa Barbara




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UC San Diego




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UC San Diego (Continued)




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UC San Diego (Continued)




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UC San Diego (Continued)




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CUCSA Strategic Communications Workgroup Report                                                                                         2009-2010



Appendix D. Strategic Communications SCWG On-Going Issues/Concerns Log and Summary of Actions



Issue/Concern: Lack of transparent process of UC location’s communication gatekeepers distributing communication from UCOP to the local
levels.

Initiation Date: 2009-2010

Impact(s) to Staff: Potentially leaves staff uninformed, late to responding to critical issues.

How impacts can be mitigated or                Pros for mitigating       Cons for mitigating      SCWG        Summary of inquiries
diminished:                                    concern                   concern                  Response
                                                                                                  Year

Advocate to UCOP IC or local                   Streamlines efforts at    Could potentially        2009-2010   UCOP IC trusts that UC locations
communication gate keepers to implement        UCOP IC as well as        impose a process                     are responding appropriately and
a role-based email address such as             UC locations              that UC locations are                timely. Currently does not plan to
communications@UCName.edu                                                not prepared to                      impose a modification
                                                                         support
                                                                                                  2010-2011   TBD

Interview UC locations to map out how they     Provides                                           2010-2011   TBD
distribute communications to staff             transparency to those
                                               interested in
                                               understanding the
                                               communication
                                               process. Could
                                               provide some lines of
                                               best practices and
                                               efficiencies.




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