Cornell's Office of Corporate Relations surveyed 30 U.S. research and comprehensive universities. They were asked which companies worked most effectively with their institutions, and what made those companies' interactions so effective. Here are some findings:

Effective companies are well organized in their relations with universities.

They have a clear contact point, usually a campus manager, an experienced team, are knowledgeable about the institution, have developed programs with shared objectives, have an executive assigned, and seek out campus interaction. Below are some of the strategies that distinguish effective companies

Continuity of presence.

Relationships are strongest where corporate representatives to universities have been in their positions longest and where their companies have a continuing presence on campus. Effective companies have active team members who come to campus regularly, speak in classes, serve on advisory boards, fund relevant programs, and look for other opportunities to relate.

Take a strategic approach to the campus.

Since universities have multiple entry points, coordination can be a problem. Yet, the best and most productive partnerships begin with an active recruiting program that involves colleges and units across the campus.

Encourage alumni to help make the relationship thrive.

Many strong relationships revolve around active, highly placed alumni. However, other relationships need to develop around this core for companies to achieve long-term viability and presence.

Distinguish between recruiting and university relations.

Companies come to campus most often for recruiting purposes, followed by research activities. But many companies delegate institutional relationships to recruiting personnel, who are often in junior positions where the turnover is high. Effective companies keep the same executives assigned to university relations to ensure continuity.

Value universities as partners and as suppliers of a company's most important resource--people with knowledge.

Effective companies value universities for the expertise they supply, and they cultivate the people who supply it as much as they do their other key suppliers, of materials, components and services. They think of universities as partners. They craft joint agendas, are open in their communication, and are involved in research affiliate and partner programs.

Invest in the relationship.

Effective companies make meaningful and targeted gifts as part of a strong university- relations-building program. Some companies make annual grants, fund scholarships, make periodic major gifts, provide new equipment and software, and support the upgrading or construction of laboratories and facilities.

Have solid recruiting and research practices.

Effective companies maintain an active dialogue with career services staff, use young alumni as part of the team, get to know students through internship and co-op programs, make an effort to know faculty, and work toward mutually valuable research practices.

Build commitment into the relationship.

Effective companies have teams who are committed to the university, beginning with a senior manager who makes and keeps commitments. They show their support and interest many ways, always assuring there is mutual benefit and satisfaction.