Reimagining Corporate Relations in Higher Education

By Anne Borchert

When I first began working in academic corporate relations, the landscape looked very different. Universities and corporations interacted primarily through philanthropic gifts and sponsorships — generous, yes, but often transactional and limited in scope. 

Today, we’re witnessing a profound shift. Corporate engagement has evolved into something far more strategic, multifaceted, and mission-critical.

That transformation is the focus of our latest white paper from the Network of Academic Corporate Relations Officers (NACRO), Corporate Relations Reimagined: How Academic Institutions Can Build Sustainable Industry Partnerships. In it, my co-authors and I outline seven essential elements for successful corporate engagement — elements that go well beyond traditional corporate relations models.

At the heart of this new approach is a simple but powerful idea: corporate relations must be holistic and integrated. It’s no longer enough to treat industry partnerships as isolated transactions. Instead, we must align institutional goals with corporate needs, creating shared value through collaboration, innovation, and talent development.

This requires strong leadership support, centralized coordination, and a robust framework for tracking and valuing corporate investments. Universities must see these relationships not just as financial opportunities, but as strategic alliances that touch every corner of campus — from research labs to career services.

In our research, we identified several key focus areas that drive success:

• Campus-wide coordination that ensures consistency and clarity in corporate engagement
• Integrated research strategies that connect academic expertise with industry challenges
• Career pathways for students that link classroom learning with real-world experience
• Evaluation methods that capture both tangible outcomes and intangible value

When done well, corporate relations offices become strategic brokers — connecting academic capabilities with corporate objectives in ways that benefit both sides. Corporations gain access to cutting-edge research, innovative talent, and specialized resources. Universities, in turn, secure funding, expand research opportunities, and open doors for students to thrive in the workforce.

Of course, challenges remain. Internal communication silos, complex engagement processes, and competing priorities can slow progress. But institutions that commit to building flexible, forward-looking corporate relations strategies are better positioned to drive innovation, support economic development, and elevate student success.

This is more than a shift in tactics — it’s a reimagining of purpose. And I’m proud to be part of a community that’s leading the way.

Download the full report now and explore how your institution can lead the way in reimagining academic corporate partnerships. You can also read our press release here.

Anne Borchert is Chair of NACRO's Benchmarking Committee, and Principal & Chief Reinvention Officer, AB3 Partners. She previously was Associate Vice President, Corporate Relations & Strategic Projects with Case Western Reserve University.