FEATURE PAPER

Creating Bridges Between Industry and Academic Communities

The following paper was written by Regena Scott of University of Houston - Downtown and presented at the 2011 Association of collegiate Marketing Educators meetings.

There is nothing new about the development of collaborative relationships between industry and academia. Considering the fact that industry recruits graduates from colleges and universities to fill their employment rolls, these collaborations represent a relatively natural relationship fit. Since World War II, the United States government has taken an active role in encouraging academic and industrial institutions to build working relationships as a means of promoting and advancing sustainable innovation (NSF, 2009). Over the years the industry academia relationship trend has expanded in number and the scope of relationship expectations. Today's partnerships include development of industry specific customized courses (Marshal, 2000), student internships, collaborative innovation and incubation centers (Sarvay, 2011), student internships, real-world project experience for students and research opportunities for faculty. In addition, colleges and universities are recognizing the potential of these relationships and program funding opportunities. Working together with industry partners, academic knowledge centers help to provide a robust and prolonged competitive environment.

Academic researchers and industry leaders are discovering the breath of possible advantages resulting in the development of collaborative partnerships. The significance of
bridging the gap between industry and academic communities has an effect that extends beyond this relationship to impact regional economic development.

(Read Entire Paper)

TIP OF THE WEEK

Speak to the Person in Front of You

Doesn't it annoy you when you're talking with someone at a party and he's constantly looking around to see if there's someone more important with whom he can talk? When you try to get your PR message across to everyone, that's essentially what you're doing. Try narrowing your message and audience. Fox News contributor and our brilliant client Dr. Keith Ablow say, "If you're trying to be for everybody, you're for nobody. When you've made your message so innocuous and so vanilla, you're actually saying nothing."

You're never going to talk equally to all people, and you can't try to if you hope to be successful. Sure, some monster brands talk to masses of people but even those megagroups represent niches, at least to a certain extent. The iPod, iPhone, and iPad are huge sellers, and Apple's brand speaks to many people. Still, there are those who will never be Apple customers and the company knows it and is likely fine with it. The company's language is honed to address tech- and fashion-savvy creative people, and it works hard to differentiate itself from the average tech brand.

Hand Sheinkopf is a master communicator who helped President Bill Clinton through the Monica Lewinsky matter and aided New Jersey governor Jim McGreevey through his "I am a gay American" debacle. Sheinkopf is a genius at strategy and a friend I regularly call for advice and counsel "Never presume that people don't care about issues," he says. "they do. The secret is in finding the ones that matter to your audience and making them part of your brand mission." In doing so, you create personal connections and unbreakable relationships. Sheinkopf calls this kind of communication "eliminating subtitles and getting to "a direct expression of emotions that matter to the people you're trying to win over." Similarly, political pollster and consultant Frank Luntz calls it "eliminating the fine print."

When brands, businesses, and politicians fail to understand that, they lose. Luntz told me in a recent discussion there are certain phrases that resonate with people - and will for the foreseeable future - phrases that get right of the heart and should of what we're talking about.

1.I get it."Three little words that, when communicated, can stop whoever from complaining or fussing," Luntz says. "It's a short, simple sentence that is shortcut for 'I empathize with you,' and everyone understands it." 5WPR's motto since day one has been, "We get it," and we try very hard to live up to that every day. If you can convey "I get in" in your messaging, you win with the consumer. I have known Luntz for maybe 10 years. He always looks slightly disheveled on TV, and is in "real life," too. I always used to think it was a coincidence, but I'm less convinced of that today and instead think it speaks to this rule of his: making yourself approachable through appearance is another way to empathize with an audience - and to demonstrate that "you get it."

2.No regrets."We're introspective and not happy with life today," says Luntz. This reflects a new mood, one people have been in since 2008, he says. "Sharing the idea that your product or service is helping a consumer make it through life in a positive way with no regrets about the past makes people feel better, less insecure, and more willing to move forward," he says.

3.Respect.This is a big one. "no one feels they get any," says Luntz. "If you say to someone, 'I respect you and respect your work, your time, your opinion,' whatever. That's an instant way to connect and establish a relationship with a customer." And amazingly, saying it enables you to do things people wouldn't otherwise accept.

ANNOUNCEMENTS

Carland Academy

Want to learn how to commercialize an idea? Carland Academy is the complete source for online entrepreneurship training on the internet. For more information,click here.

SBI

Mark your calenders! The 2012 Annual SBI Conference will be held in San Antonio, Texas, Thursday through Saturday, February 16-18, 2012. For more information,click here.

ICSB

International Council for Small Business will be holding its International World Conference during June 10-13, 2012 in Wellington, New Zealand. For more information,click here.

Small Business Institute

The Small Business Institute will be holding its 2012 Annual Conference during February 16, 2012 in San Antonio, TX. For more information,click here.

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