Learning Never Stops at the Cronkite School

Introducing CronkitePro

The Cronkite School’s acclaimed “teaching hospital” model of education has been adapted to offer professionals hands-on instruction and real-world training under the guidance of top industry leaders.

CronkitePro allows professionals to accelerate their careers and grow their skill sets. Through events and programs, you can gain new skills and stay up to date on the latest industry trends.

NEW SESSION: Strategic Communication for Uncertain Times

LOCATION: Thunderbird School of Global Management,
401 North 1st Street, Phoenix, Arizona 85004

PROGRAM DATE: September 15 and 16, 2022

FEES: $1,995 (USD)

Session overview

During difficult times consumers expect brands to take a stance and give back to the community. At a time characterized by political unrest and a global pandemic, organizations are   met with new and dynamic challenges. 

Brands that cannot adapt to consumer expectations risk social media backlash, reduced patronage and boycotts. This program will provide professionals with the tools to examine how brands can respond in a dynamic environment, leveraging the last several years while looking into the future of strategic communication.

Learning outcomes

  • Identify the process through which media influences global culture & society, and create a plan of action for future media projects
  • Examine the scope and complexity of brand communication to understand the determinants of brand evaluation and patronage and identify best practices for digital audience engagement during times of crisis
  • Develop a stakeholder map for your organization, and identify the critical aspects of your “story” to create buy-in for clients, the media, and staff
  • Discuss what experts mean by crisis while learning the types, life cycle, indicators, and the organizational models for crisis management

Who should attend

This program will be most impactful for:

  • Early to mid-level brand, marketing, PR and corporate leadership roles who want to expand on their existing knowledge.
  • Administrators, staff and company leaders who want to hone in on their communications strategies and bring learnings back to their teams/company.
  • Professionals from various industries seeking guidance developing a blueprint on how to develop comprehensive communications plans. 

Working in these industries/environments:

  • Health care
  • Energy and sustainability
  • Non-profits
  • Startups
  • Construction
  • Hospitality & Tourism
  • Education 
  • Other


The New Branding Landscape

The eruption of social media advertising. Changing models of communication. Electronic word of mouth. Hyper targeting. Unintended effects. We’ll discuss how the world is changing and what you need to do. At the end of this program, you’ll create an action plan for what you need to do at your organization based on what you’ve learned.

Learning Outcomes:

  • Identify the process through which media influences global culture and society
  • Recognize the complexities of the communication model in the time on social media
  • Will develop and monitor an action plan for projects

Public Relations & Corporate Social Responsibility (CSR)

Research reveals that what the public thinks about your business and its leadership are vital to its success. CSR is a type of corporate citizenship and activism that positively contributes to the community, the economy, and the environment. Increasingly, consumers, employees, top talent, and stakeholders choose brands that align with causes that support global good. CSR is a means to build relationships and lessen risk while focusing on the triple bottom line: people, planet, and profit.

Learning Outcomes:

  • Discover How CSR Benefits Your Brand
  • Identify The Types & Tools of Effective CSR
  • Learn Why Building Trust Adds To Your Bottom Line

How Consumers View and Evaluate Brand Communications

During COVID-19, many brands took to marketing communications to express with somber music and empty streets how “we are all in this together.” However, consumers did not evaluate these messages as authentic, which hurt brand evaluation and patronage. In this module, we will discuss brand authenticity, and lessons learned on how to engage with social issues through brand communication.

Learning Outcomes:

  • Examine the scope and complexity of brand communication
  • Understand the determinants to positive brand evaluation and patronage
  • Identify best practices for engaging with digital audiences during times of turmoil

Crisis Management

How do you go about making sure your organization is truly crisis-resilient so you can promptly adapt to any threat? Learn the foundations of crisis planning and response.

 Learning Outcomes:

  • Discuss what experts mean by “crisis,” and identify different types of crises
  • Learn about crisis life cycles and how to spot the signs of an emerging crisis
  • Review different organizational models for crisis management, with pros and cons of each

Crisis Scenario Workshop

Crisis management situations will be practiced along with the best ways to respond.   

Learning Outcomes:

  • Practice making strategic choices in a variety of crisis situations
  • Crisis response diagnostics: How (and when) to measure the effectiveness

Having a Message Isn’t Enough

These days you need a story. You’ll learn from an award-winning journalist how to effectively tell a story so that the audience understands and cares about what you’re saying.   

Learning Outcomes:

  • Create a clear, concise and compelling purpose statement for the projects you’re working on.
  • Identify the key aspects of the “story” you’re telling and transform each aspect into a buy-in or pitch for a client, media or staff.

Action Plan Development

 You’ve worked hard. Now, let’s figure out how to make it actionable. We’ll work with you to develop a concrete action plan – based on all of your work or one specific project. You’ll share with your peers, get valuable feedback and build a long-lasting network.   

Learning Outcomes:

  •  Develop a stakeholder map for your organization
  •  Compare top change management models and determine what’s best for your organization.


Cancellation by September 1:100% refund 
Cancellation by September 8:50% refund 
Cancellation after September 8:No refunds given
No-showsNo refunds given

In the event of participant cancellation, refunds of the workshop fee will be given according to the following schedule:

Notice of cancellations must be received in writing via e-mail to olivia.crose@thunderbird.asu.edu by 5:00 p.m. MST on the dates listed above. In the event of cancellation on the part of Thunderbird, a full refund of the paid workshop fee will be given. No additional ancillary costs will be reimbursed.

Learn more about CronkitePro
Questions? Contact Julia Wallace at Julia.Wallace@asu.edu