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Using satire and quotations, it tracks how slogans backfire, how staff and institutional messaging spark public confusion, and how the new vice-president reshapes structures through a sweeping organisational review. A recurring theme is turning setbacks into opportunistic reinvention.",{"@graph":69,"@context":116},[70,84,99],{"@type":71,"itemListElement":72},"BreadcrumbList",[73,77,79,82],{"item":74,"name":75,"@type":76,"position":8},"https://docshare.wps.com","Home","ListItem",{"item":78,"name":9,"@type":76,"position":14},"https://docshare.wps.com/document/",{"item":80,"name":10,"@type":76,"position":81},"https://docshare.wps.com/document/story-novel/",3,{"item":83,"name":65,"@type":76,"position":19},"https://docshare.wps.com/document/the-new-broom-a-fiction-for-our-times-with-true-quotes-arthur-oneill/594614/",{"url":83,"name":65,"@type":85,"author":86,"headline":65,"publisher":89,"fileFormat":92,"inLanguage":63,"description":67,"dateModified":93,"datePublished":93,"encodingFormat":92,"isAccessibleForFree":94,"interactionStatistic":95},"DigitalDocument",{"name":87,"@type":88},"Ben ","Person",{"url":74,"name":90,"@type":91},"DocShare","Organization","application/pdf","2026-10-15",true,{"@type":96,"interactionType":97,"userInteractionCount":4},"InteractionCounter",{"@type":98},"ViewAction",{"@type":100,"mainEntity":101},"FAQPage",[102,108,112],{"name":103,"@type":104,"acceptedAnswer":105},"Who is António Coimbra in the story?","Question",{"text":106,"@type":107},"António Coimbra is the first vice-chancellor in the narrative, brought in to lead an Australian university after his credentials and background impress a selection process.","Answer",{"name":109,"@type":104,"acceptedAnswer":110},"What trouble arises after António arrives?",{"text":111,"@type":107},"The university’s marketing slogan is reused and repurposed by others, leading to a public relations problem and confusion around the intended message.",{"name":113,"@type":104,"acceptedAnswer":114},"How does António respond to the institutional crisis?",{"text":115,"@type":107},"He initiates a root-and-branch review of organisational structures, establishing a new School of Communication and Arts and bringing in new public relations leadership.","https://schema.org",{"og:url":83,"og:type":118,"og:title":65,"og:site_name":90,"og:description":67},"article",{"robots":120,"canonical":83},"index,follow",{"doc_id":122,"site_id":62},594614,1792079496,{"code":4,"msg":5,"data":125},{"doc_id":122,"user_id":126,"nickname":87,"user_avatar":127,"doc_module":4,"category_id":8,"category_name":10,"doc_title":65,"doc_description":67,"doc_content":128,"file_id":129,"file_url":130,"file_type":131,"file_size":132,"view_count":4,"is_deleted":4,"is_public":8,"is_downloadable":8,"audit_status":8,"page_count":24,"language":133,"language_code":63,"site_id":62,"html_lang":63,"table_of_contents":134,"faqs":135,"seo_title":136,"seo_description":67,"update_tm":123,"read_time":39},2336478951081,"https://ap-avatar.wpscdn.com/davatar_276721f389ce27ea32af1340a28f341c","A U S T R A L I A N U N I V E R S I T I E S ’ R E V I E W  \nThe new broom  \nA fiction for our times with true quotes  \nArthur O’Neill  \nA naughty person, a wicked man, walketh with afroward mouth.  \nHe winketh with his eyes, he speaketh with his feet, he teacheth with his fingers;  \nFrowardness is in his heart, he deviseth mischief continually; he soweth discord.  \nProverbs, 6: 12-14  \nAntónio Coimbra, the first vice-chancellor of an Australian university to come from Portugal, was wellequipped for the job. In his elegant application, António played up to expectations that candidates should be able to demonstrate ‘>Outstanding communication, interpersonal and persuasion skills …’and ‘>High-level management, financial and fundraising expertise’. Two doctorates from north European universities – ‘Endocrine secretions and polar bear mating’(Bergen/Spitsbergen) and ‘Heidegger’s influence on the formation of Japanese aesthetics’(Freiburg)– impressed the two deans on the search committee: António had the right combination of credentials, salving their respective worries that the anointed candidate might lean one way or the other. A search consultancy, Eagles & Onions, was more impressed by António’s mid-life MBA from an esteemed American Business School. Its executive director told the consultants that António had shone by investigating the beneficial effect of demolishing silos in the higher education system of a former Soviet republic.The consultants advised that new leaders of that country had embraced António’s conclusions and, further, had adopted them for healthcare and public transport reforms. Eagles & Onions had tested local stakeholder feelings at the highest political and business levels, finding that a new era in relations with the University could issue from appointment of this candidate. The unanimous recommendation to Council was that António get the job.  \n96 The new broom Arthur O’Neill  \nTrouble was soon to follow on his arrival. The university’s top marketing man told António that he needed to do something quickly to match advertising by competing institutions. He suggested and António agreed to a campaign built around an invitation to ‘Discover the difference’ at the University; and advertisements for staff and students, banners for open days, even disposable plates in the cafeteria bore these words. Then a stirrer left over in an academic bolt-hole found that a funeral director used the adjuration as slogan. Wits made much of the discovery: a graffiti artist sprayed ‘undertake the debt’ on a sandstone wall of what used to be called the Old Arts building; and another, suspected of being from the Medical School, put ‘coffin won’t bring up the fees phlegm’on a side of the anatomy lab.  \nWhat was to be done? António, taught to turn every disadvantage into an opportunity, called the university’s slogan an apophthegm (earning plaudits from rarefied minds); and changed it to ‘Be the difference’ which suggested existential propulsion rather than post-mortem apprehension. Then he moved out the marketing flack, upped the monetary ante and invented an astral title for a new bunny: Vice President, Division of People and Advancement.António knew that the thing to do was casta wide net with an open weave: ‘This is a new position which will be a pivotal role [sic] in the … Executive team as the University embarks on the next phase of its development locally, nationally and internationally.’ The ideal candidate combined the grasp of a field marshal (‘proven leadership skills in the development of high level strategy and policy’) with the touch of a private (‘a particular focus on the student experience, student lifecycle’); and – parenthetically – ‘promotion of the university’. Not only did the role require ‘the capacity  \nvol. 57, no. 2, 2015  \nA U S T R A L I A N U N I V E R S I T I E S ’ R E V I E W  \nto work effectively across the entire organisation with a strategic and collaborative outlook’ but also a baptism by total im","cbCais90TKtmPURY","https://ap.wps.com/l/cbCais90TKtmPURY","pdf",126201,"English","# The new broom\n## António Coimbra’s appointment\n## The marketing slogan backlash\n## Restructuring through communication and arts","[{\"question\":\"Who is António Coimbra in the story?\",\"answer\":\"António Coimbra is the first vice-chancellor in the narrative, brought in to lead an Australian university after his credentials and background impress a selection process.\"},{\"question\":\"What trouble arises after António arrives?\",\"answer\":\"The university’s marketing slogan is reused and repurposed by others, leading to a public relations problem and confusion around the intended message.\"},{\"question\":\"How does António respond to the institutional crisis?\",\"answer\":\"He initiates a root-and-branch review of organisational structures, establishing a new School of Communication and Arts and bringing in new public relations leadership.\"}]","The new broom - A fiction for our times with true quotes - Arthur O’Neill | PDF"]