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.

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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?


Early to mid-level brand, marketing, PR and corporate leadership roles who want to expand on their existing knowledge.

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Administrators, staff and company leaders who want to hone in on their communications strategies and bring learnings back to their teams/company.

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Professionals from various industries seeking guidance developing a blueprint on how to develop comprehensive communications plans.



Registration Information

Certificate Type Cost Register
Strategic Communication for Uncertain Times Executive Certificate $1,995 Register

Why Thunderbird for Executive Education?

Thunderbird empowers global professionals to shape the changing landscapes impacting their enterprises by expanding and updating their future-ready skills and connecting them to a diverse network of global experts.

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