News from the President

For my first president's letter, I though I would take this opportunity to include my remarks from the luncheon at the fall conference, since many of you were not able to attend. We missed you and hope you will seriously consider attending the 2003 spring and fall meetings. The NABE/AUBER meeting and the activities that Marshall Vest, Stephen Smith, and Janet Spreyrer are planning for New Orleans will be excellent. Put those events on your calendar and mark them "must attend."

"Almost as an afterthought amidst the blur of preparing a program, it occurred to me that an incoming president is expected to make some remarks for the good of the organization. As I look around the audience, I see many presidents that have gone before me and others that will follow me, and wondered what I could say that would be beneficial. Over the years, some presidential addresses have been imaginative and inspirational, others have been humorous and insightful, and at least one, somewhat indecorous. Many have been mercifully short, but others unflaggingly long. And if you past presidents wonder which category I have put you in, I simply will say if the shoe fits, wear it.

My first meeting with AUBER was the 1983 meeting in Las Vegas-it appears that I have gone full circle upon this return to Las Vegas. I have always enjoyed these semi-annual opportunities to learn from and socialize with other directors. I have found without exception directors are welcoming, insightful, and helpful in every interaction that I have required of them. But while serving as secretary-treasurer, I learned they are often quite dilatory in responding and always willing to debate any issue to death-from the greatest to the smallest, with too few of these issues ever being resolved-but perhaps that is in the nature of academics. Nonetheless, it is a good organization and well worth the time spent cultivating its members.

So what words of wisdom can I provide for this august body? I think I will take the approach of an old director advising a new director about best practices for a center or bureau. I would like to suggest seven ways you can improve a center.

First, show that you are committed. Make your clients feel that you are committed not only to your center or bureau, but to your college and university. By your actions, you can demonstrate your commitment to serve. Clients will be skeptical if you denigrate your college, your university, or your superiors. If you are not committed to your organization, how can you expect a client to commit himself to your organization?

Second, display enthusiasm. Nothing of consequence is ever accomplished without some passion. You will find that enthusiasm is transmittable not only to your clients, but to your staff. Hopefully, you have chosen your job because you like it, and your happiness can be contagious. Clients like your happy, enthusiastic organizations because it makes them feel good, too.

Third, be flexible. Recognize that life doesn't necessarily follow patterns you have laid out. Rigidity in thinking and action, particularly with new clients, can be fatal. I regularly think back to more than a decade ago when I was asked whether my center could perform a statewide telephone survey about behavioral health practices. I said "yes," knowing full well that we had no telephone survey capabilities, no resources, and only a dream of doing this kind of work. Now we do hundreds of surveys each month.

Fourth, don't cut corners. While no work is ever perfect, be sure you are delivering the product that you promised-even better if you can provide slightly more than the client expects. You often will receive even more benefits-a couple of extra charts and graphs can go a long way toward engendering client goodwill. Make your client feel important and loved.

Fifth, be prompt. Clients pay for a product to be delivered at a specific time. While academics have long been known for working to their own schedule, try to be careful of your time and your client's time. Build flexibility into your planning so the product is there when planned. We all have had the disappointment of a project that seems to drag on forever. This benefits no one and destroys client confidence.

Sixth, do your best to ensure a correct portrayal of statistics. Clients come to you for an accurate, credible picture of their world. We all know there are liars, damn liars, and statisticians, and we make our living with statistics. Don't be afraid to offer insight into those statistics that go beyond a simple statement-I call this process the care and feeding of reporters, but it also fits clients. I like to think clients or the media ultimately will appreciate the fact that you took a little time to make sure they understood what a statistic meant, rather than simply giving them a number.

Seventh, take personal responsibility for every project. You are your center, and you are expected to deliver. When something doesn't go according to plan, offer the client an explanation and a solution. Don't make excuses and appear incompetent. If you have made a mistake, admit it and correct it. Try to position yourself for success by helping clients get what they want, when they need it.

While these may be lofty thoughts, I think they will stand you in good stead for client relations, and will position you and your center to accomplish even more in the future than in the past.

I would like to end by thanking a couple of people. They say that behind every successful chief executive there is another person. In my case, there are at least two. The first is my wife, Katharine, who has been to almost every AUBER fall conference since I joined, and who has supported and encouraged my continued involvement. The second is Dee Jones, who served as office manager during those six years the Secretary/Treasurer's Office was at ULM, and was truly the heart and soul of AUBER during that time. She truly cares about this organization and making it successful, and we will miss her as she leaves my center to follow her husband in his retirement. And finally, I would like to extend my thanks to the rest of you for giving me the chance to be your president for 2002-2003. I wish you well in the coming year. I expect it to be a good year for AUBER, and hope it will be a good year for you and your center as will."

Jerry L. Wall
University of Louisiana
at Monroe