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ERIC Number: ED390350
Record Type: RIE
Publication Date: 1995-Aug-11
Pages: 5
Abstractor: N/A
Reference Count: N/A
Campus-Corporate Partnerships: Payoffs and Perils.
Hunt, Todd
A continuing partnership, such as between Johnson & Johnson and the public relations program in the School of Communication, Information and Library Studies at Rutgers, the State University, New Brunswick, New Jersey, sees the development of various benefits as well as perils. Such relationships begin with a contact phase, followed by arrangement, relationship, and finally a true partnership stage. Key elements of the partnership stage include arrangements and relationships integral to the operation of both organizations; mutual benefits, responsibility and control; and programmatic review. The benefits to such partnerships include resources that tend to flow both ways to both partners, increased prestige and credibility, and synergy. In a partnership between American Telephone and Telegraph Company (AT&T) and the Rutgers School of Business, Rutgers professors took 40 hours of AT&T Quality Management training, and AT&T training personnel sat in on the pilot courses given by Rutgers professors based on a special manual they wrote for an ATT&T certificate program. Each group learned from the other and the courses that resulted combined both institutions' expertise. The perils include dependency, misunderstanding or misrepresentation, loss of credibility, and competitor envy. Institutions that are not located near big corporations, might consider partnering with government. They will face the same benefits and perils. (JB)
Publication Type: Speeches/Meeting Papers; Reports - Evaluative
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers: American Telephone and Telegraph Company; Rutgers The State University New Brunswick NJ
Note: Paper presented at the annual convention of the Association for Education in Journalism and Mass Communication (Washington, DC, August 9-12, 1995). For a related document, see HE 028 887.