Cronkite Public Relations Lab

In the Public Relations Lab, students develop campaigns and strategies for real clients in an agency environment.

Students work with clients that range from Fortune 500 companies to startups and nonprofits to create strategic communications plans and campaigns. Clients in recent years have included Intel, Honeywell, NASA, the city of Tempe and media entities such as the National Newspaper Association.

Students are led by Cronkite Associate Professor Fran Matera, a veteran journalist and public relations educator and professional. They work out of a state-of-the-art newsroom on the second floor of the Cronkite School which operates like a PR agency, with students serving in roles that mirror those in a professional setting.

Students leave the lab with professional portfolios and experiences in all aspects of PR, including crisis communications, event planning and promotion, image and reputation management, internal and external communication management and corporate communications strategies.

Clients for the Public Relations Lab may come from any type of business or nonprofit organization seeking high-quality, low-cost public relations services. For more information, contact Matera at