Shifting the Focus: How CR Leaders Can Drive Innovation and Impact in Higher Ed

Author: Andrea Giuffrida, PhD, MBA

I believe the Corporate Relations (CR) role in higher education is changing. It’s no longer just about "corporate fundraising"; it’s about enabling research, innovation, and societal progress through strategic, mission-aligned partnerships.

I am planning to create a CR division within my office at Western University of Health Sciences, focused on research partnerships and entrepreneurial education.

So, I attended the Network of Academic Corporate Relations Officers (NACRO) conference in Kansas City to explore best practices, learn how to structure the office, and identify key action items to position the division beyond transactional engagements toward solving industry challenges.

Here are a few foundational takeaways I’d like to share, and I’d welcome your feedback:

Mission-driven partnerships.

CR should support faculty and students while advancing innovation and social/economic impact.  Partnerships must align with institutional values and strategic priorities

Companies want solutions, not just sponsorships.

Industry seeks long-term value and collaborative problem-solving. Universities could offer talent pipelines through internships, translational research and continued education to re-skill and grow their workforce.

Intentional relationships begin internally.

Start with faculty and deans to define value. Then engage externally with clear message, shared priorities, and a collaborative mindset, not just a revenue pitch.

Small teams, big results.

Focus on two high-impact goals per year. Leverage your strengths. Use tools like LinkedIn, Pivot, and storytelling to connect with partners.

Invest in training and tracking.

Professional development and internal capacity building are essential. Build dashboards and communication tools that demonstrate value to both internal and external stakeholders.

I’d love to hear how others are building or restructuring their corporate engagement around research. What strategies have worked for you? What challenges are you facing?

Andrea Giuffrida, PhD, MBA, is Senior Vice President for Research & Biotechnology, Professor of Pharmacology, with Western University of Health Sciences