The Academic Avenue

Business journalism benefits from a wide array of sources. Sometimes, objective analysts are difficult to find – you can start to feel like a pinball bouncing between parties with vested interests, like PR staff, financial analyst and industry trade groups.

That’s especially true in tough economic times, when spokespersons are wary of sowing the slightest seed of doubt or dismay. Sometimes you’re lucky to find consultants and independent analysts who are gutsy enough to speak candidly without fear of reprisal from corporate clients. Sometimes, you’re not.

Before you’re on deadline and desperate for perspective, start mining your region’s business schools for credible, accessible academics. Visit them, learn from them and get their cell phone numbers. In fact, with Labor Day fast approaching, contact the schools’ communications staff now, before they’re swamped with fall semester tasks. They can give you an overview and specific faculty names to cultivate in coming months.

The big state and private universities are obvious sources; here’s the latest U.S. News & World Report ranking of top institutions.

Don’t, however, focus on them to the exclusion of smaller schools and community colleges for expert help. Many of their instructors are or were local business practitioners, or are well-connected with executives and development groups in your area. The U offers a great member spreadsheet that’s sortable by state; click on the “member institutions” tab to search in your area.

Aside from the academic experts themselves, business schools’ public relations teams can keep you abreast of conferences, studies, publications and new faculty.

You may be able to sit in on class sessions of particular relevance to your beats, especially if guest speakers include prominent business people. Student projects and case studies – especially at the graduate level – generate newsworthy results or at least interesting background data for your files.

It’s also worthwhile to make the professional acquaintance of the library staff. Depending on the institution, they may have specialty collections, historical materials or subscriptions you otherwise couldn’t access. One near me, for example, has a tax law library that no doubt would rival the Internal Revenue Service archives.

Plus, if you’re absolutely stumped for a source of statistics, librarians who specialize in business and finance can be a lifesaver on deadline. Try this University of California site that lists numerous university business libraries worldwide. The individual library sites themselves are a treasure trove of ideas and information.

Come back to Your Daily Tipsheet each morning for advice on where to find sources, background and creative ways to make financial news and trends relevant to your audience.