TUSCALOOSA, Ala. — He no longer lectures from behind the podiums, but his impact remains in Reese Phifer Hall.
Dr. Bruce Roche, 84, resides in the Tuscaloosa area after retiring from the University of Alabama in 1994, where he taught in the Department of Advertising and Public Relations for more than 20 years.
“Those were the best years of my life,” Roche said. “I absolutely love my students, and working with them was the most enriching part of my career.”
Several of his former students are now instructors in the department, including Susan Daria and Mike Little.
“It’s too bad he retired,” Little said. “If we called him today to teach a campaigns class, he would do just as good a job today as he did back then.”
Roche received his undergraduate and master’s degree while working in advertising for local newspapers in Texas before getting his Ph.D. from Southern Illinois University in 1975.
“He’s a Texan, and he’s larger than life,” Little said. “He’s also a big Civil War buff, and he was always there to lend a hand and ask you about what’s going on.”
Little said Roche understands human relationships and how to communicate.
“He’s one of the most positive guys I know,” Little said. “He’s always smiling, energetic and fun to be around.”
Daria said Roche has always served as an inspiration.
“He has been there to support me from the time I was an eager, young ad student, to the years when I worked for the University as professional staff at University Relations,” Daria said. “Then, when I was hired to teach in the APR Department and became the faculty adviser to that same NSAC (National Student Advertising Competition) team myself, he was there again to offer his quiet strength and support.”
Roche founded the UA Advertising Club in 1973 and the UA Ad Team in 1974 . He advised the groups until his retirement.
“Even at that time, he was an advertising ‘rock star’ with years of experience who generously offered us wisdom about our upcoming participation in the National Student Advertising Competition,” Daria said.
Little said he took Roche’s advertising campaigns class in 1991.
“Students learned a lot from him, and we always wanted to give him our best,” Little said. “If we didn’t, it felt like you were disappointing a beloved family member. That’s just the kind of person he is.”
Little said Roche’s campaigns classes laid the foundation for how the class is currently taught.
“It’s a learning atmosphere that gives students the opportunity to grow,” Little said. “But it’s also realistic and professional, because you’re working with actual clients.”
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The University of Alabama, a student-centered research university, is experiencing significant growth in both enrollment and academic quality. This growth, which is positively impacting the campus and the state’s economy, is in keeping with UA’s vision to be the university of choice for the best and brightest students. UA, the state’s flagship university, is an academic community united in its commitment to enhancing the quality of life for all Alabamians.
- CONTACT: Craig Williams, ccwilliams2@crimson.ua.edu
- SOURCE: Dr. Joseph Phelps, Department of Advertising and Public Relations,phelps@apr.ua.edu