U searches for new spokesman

The University of Minnesota is getting a new voice.

Less than a month before the University’s president and a slew of vice presidents step down, Dan Wolter is also leaving after more than six years as the University News Service director.

As head of the office responsible for filtering daily requests from local and national media, Wolter is the main link between the University’s administration and the public.

Wolter will leave the University on Friday for a new job, he said. His departure coincides with the transition between President Bob Bruininks and Eric Kaler, who will take over as the University’s 16th president July 1.

Amy Phenix, who will be Kaler’s chief of staff, is leading the search for Wolter’s replacement. She said she hasn’t begun the search process, but has appointed Patty Mattern, a nine-year veteran of the News Service, as interim director.

With a salary of $115,000 in 2010, the position pays more than the University police deputy chief and most professors.

Personal v. private

During his tenure at the University, Wolter changed the way the University communicates with the public through use of social media, while also drawing attention for his personal use of Twitter.

The University became one of the first schools in the nation to use Twitter as a main channel for public relations.

But some criticized Wolter’s use of the site after he posted his own political beliefs on his Twitter account, which he also used to promote the University.

Wolter said he always identified his personal views as separate.

But it can be difficult for a spokesman for a large institution to speak only on his own behalf, said Dave Mona, chairman of the Minneapolis branch of the public relations firm Weber Shandwick.

“You constantly have to be aware of how you’re perceived,” he said.

The News Service does not have a social media use policy for its employees, but expects good judgment from individuals in separating their own messages from the University’s, Wolter said in an email.

“I think I navigated [the social media] in a way that never reflected poorly on the University,” he said.

Wolter was also scrutinized for serving on the Metropolitan Council while representing the University. His connection to both during litigation over Central Corridor light-rail construction brought questions of a possible conflict of interest. Wolter kept his position on Met Council and was reappointed again in 2007 until his term ended in January.

Wolter describes the job he will leave at the week’s end as “a constant exercise in diplomacy.”

Prior to coming to the University in February 2005, Wolter’s career was heavily concentrated in politics, when he spent years as a spokesman for various political figures, including former Gov. Tim Pawlenty.

Next he’ll tackle private industry — he’s leaving the University for a similar job at pharmaceutical giant Pfizer Inc.

‘A special obligation’

Contacted daily by the media, Wolter said his office works to accommodate all requests and keep the University open.

“I think we do a relatively good job of that,” Wolter said.

But some disagree.

Chris Ison, an associate professor in the School of Journalism and Mass Communication and a former reporter in the Twin Cities, said the News Service has been more obstructive than helpful to the media.

Instead of allowing easy access to all the information, Ison said, the News Service has tried to funnel everything through its office, often stymieing reporters from getting public information — especially in controversial issues.

Paul Hassen, vice president of public affairs for the Association of Public Land-grant Universities, said that a spokesman’s job in controversial situations should not be to explain what happened, but only to release facts “as they are known at any given point in time.”

But he also said the job involves promoting the institution and its goals — something Wolter has done extensively by promoting individual success stories within the University.

“My job is about telling the University’s story,” Wolter said.

The replacement

Phenix said she asked Mattern to step in because she’s the senior member of the team and is qualified for the time of transition.

The search for a permanent replacement could take up to three months and will begin once other senior administrative positions are filled, Phenix said.

She could not provide any details on the type of candidate the University will look for, and said it is “premature” to comment before forming a search committee.

Mona said this might be the best time for the position change, as a new administration is likely to have a different agenda.

He said local candidates are best.

“Familiarity with both the news media and the general public here in the greater Minnesota area … would be important,” Mona said, especially because the incoming president is from another state.

Wolter said that whoever takes over will have to be ready for a dynamic and changing workspace.

“You really don’t know what you’re going to be dealing with coming into each morning,” he said.