University of Virginia Library

Director Of Information

Administrator On The Move

By Audra Whitelow

A personable, youthful-appearing
man with an active interest
in all events at the University—
that is a thumbnail description of
William H. Fishback, director of
The University Information Service.
Now in his second year as
director of the service, he was
graduated from Washington and
Lee University in 1956, with a
degree in journalism. He became
Assistant State Editor for the Richmond
Times-Dispatch, a position
he held for ten years prior to
becoming head of the University
Information Service.

William Flashback

The efforts of the Information
Service, id Mr. Fishback, are
concentrated in disseminating information
about the University to
the state and national press.
"Articles, announcements, and
pronouncements" about the University
are prepared in his office
for distribution to virtually all
phases of mass media—newspaper,
magazines, radio, television, and
educational and scientific journals.

Much ground work has been laid
to attain such respect and trust
for the service's news judgment and
evaluation. The Information Service
enjoys a close relationship
with the state and national press,
so that "when we have a major
story, our judgment in referring to
it as a major item will be respected,"
Mr. Fishback said. He
cited the example of the announcement
last spring of the six-year
capital outlay program for the University,
which was covered extensively
by Washington and major
Virginia newspapers. Other announcements,
especially those of
new research developments, are
treated equally well. For this reason,
"when we say something is
the best or unique, we make darn
sure it is."

Mr. Fishback emphasized
the great responsibility of the Information
Service to inform the
public of events at the University,
a state-aided institution. "We're
not crowd builders," he said.
"Items about speakers at the University
are distributed for local
interest and on a news-merit basis
rather than to attract great numbers
of people here."

The Information Service Director
works closely with newspaper
writers; helping them with story
ideas and information. They know
to work through his office because
he can get them in touch with
the right people quickly and with
case. He gives information to any
University professor or student
being interviewed by a newspaper
reporter without censoring the
article. The Information Service
also acts as an information center
for University policy and statements
and is cooperative with
all who request this information.

He attributes a major part of
the University's national prominence
to Edgar F. Shannon and his
drive in promoting excellence. A
good example of this, he said, is
the number of excellent faculty
members who have been attracted
to the University from throughout
the United States and abroad.

Asked if he had met any unusual
problems when he first took
his position here, the young-looking
Mr. Fishback quipped, "I
looked too much like a student."
He continued that this is no longer
a problem, because he has aged
during the past year "with the fast
developments at the University."

Mr. Fishback is director of a
small but select staff. Mrs. Constance
Koenenn is news editor,
who "serves as city editor, but
writes, too." Completing the staff
are two writers who cover the University
on the "beat" system. The
Information Service is not directly
connected with any other department.
It does, however, work
closely with the director of University
Relations, Paul Saunier,
Jr.

Mr. Fishback says that he maintains
no direct contact with any
of the student publications at the
University, but that he treats them
just as the national and state press.
He says that the amount of independence
in these publications is
"a real strong point," and that
"the more responsible they are,
the more I like them."