UC spent $158,000 on campaign to counter critical state audit

In the wake of a scathing state audit released in March, the University of California mounted a $158,000 publicity campaign to dispute claims that its admissions policies had disadvantaged resident students.

The campaign included a report rebutting the conclusions of the audit; digital ads on websites, Facebook and Twitter; and sponsorships on public radio stations throughout the state, according to documents obtained by The Sacramento Bee.

Dianne Klein, director of media engagement and strategy at UC’s Office of the President, said no state or tuition revenue was used for the campaign. She said it was paid for out of the “endowment cost recovery fund,” which collects a small percentage of endowment earnings for administrative purposes, including projects to enhance the university’s fundraising efforts.

“Negative tends to stick in the public’s mind much more than positive news,” she said. “Rather than let a blemish take over the whole state, so to speak, we felt it was necessary and good to get out a positive message.”

Klein added that it is common for universities to run publicity campaigns showing what they are doing for their states.

“I want to stress that we do this routinely,” she said. “This was not unique.”

UC’s response to the audit, however, was unusual. The state auditor’s office could not recall any previous reports that had generated a similar campaign.

“Most auditees generally respond to our report by submitting a formal response to our draft report, which we include in our published report,” State Auditor Elaine Howle said in a statement. “Although not common, some departments may also issue a press release with a statement the day our report is published. However, we had never experienced an auditee issue a separate report the day we publish our report.” Read more >>>