The University of Wisconsin Board of Regents recently voted to raise the salary ranges of certain UW senior executive positions. The regents made the move with an eye squarely on the higher salaries given for similar positions at many peer institutions, fearing the compensation gap would hinder UW's competitiveness in attracting top-notch administrators to Wisconsin.

No one can deny UW has fallen behind the curve in its compensation for top executives. To find evidence, one need look no further than the recent loss of a top stem-cell researcher Ren-He Xu to the greener pastures of U-Conn, and the search to fill UW's provost position, when one of three finalists to fill the spot accepted the same position at the University of Kentucky at a significantly higher salary.

But while the regents properly accounted for circumstances at competing schools in making their decision to hike salaries, they failed yet again to recognize conditions within the state of Wisconsin. As a result, the regents made a poorly timed decision that may ultimately prove counterproductive to UW's fortunes.

As noted by a statewide survey released last week, Wisconsin residents have grave misgivings about the handling of the UW System, with many claiming it is badly out of touch with the general public. Indeed, UW was rocked by a series of scandals throughout the past year — from the Paul Barrows saga to a trio of professors remaining on the university's payroll after being convicted of felonies — that left more than a minor dent in the system's reputation.

While some survey respondents undoubtedly held uninformed opinions about the vital service UW provides to the state, the broad discontent found from all corners of Wisconsin is not something the university can take lightly. UW vies for the same pot of taxpayer revenue as other state agencies, and an unsympathetic public makes it very hard for legislators to give proper funding.

Hence, it is vital for UW to rehabilitate its image. Sadly, by raising salary ranges for top administrators, the university creates the illusion, however untrue it may be, of rewarding bad behavior and poor decision-making, which will only serve to further disillusion the already UW-weary public.

The regents could have taken a better course of action by waiting six months before introducing the plan to raise administrators' salaries, thus allowing UW ample time to dig out of the hole it has created and revive its reputation. Such a strategic delay by the regents would have acknowledged that UW does not exist in a bubble, and that the System is committed to holding itself accountable for its past troubles.

The public will forgive and forget the university's missteps of the past year. It just hasn't yet. Until it does, a few extra bucks in the pockets of senior executives is the last thing the university needs.