Cronkite School launches Pro Athlete Speaker Experience for industry professionals

The CronkitePro initiative at Arizona State University’s Walter Cronkite School of Journalism and Mass Communication is proud to announce the Pro Athlete Speaker Experience—a dynamic, five-week professional development certification course designed to help professional athletes and sports professionals transition into the world of public speaking, delivered in collaboration with renowned media and public speaking coach Barbara Lash, PhD.

This hybrid program, running from June 2 to July 2, 2025, provides an exclusive opportunity for current and former athletes, coaches and sports executives to refine their messages, develop their stage presence and learn the business of public speaking.

“Public speaking is a powerful tool for athletes looking to amplify their impact,” says Lash, the program’s lead instructor and the CEO of Coached by B. “We understand athletes have a lot pulling on their time. So we designed this course to, very succinctly, help them craft their stories using their unique styles, learn the industry playbook to position them for public speaking opportunities, and deliver tools and real-time feedback so they show up for those opportunities with poise, purpose and confidence, no matter the audience.”

Participants will receive expert coaching from Lash, who has worked with professional football and basketball teams across the country.

Program Overview

• Virtual Sessions: June 2-27, 2025
• In-Person Experience: June 30-July 2, 2025 at the Walter Cronkite School of Journalism and Mass Communication, Arizona State University (Downtown Phoenix Campus)
• Instructor: Barbara Lash
• Course Fee: $7,500 (Limited financial assistance available; apply here.)

Throughout this certification course, participants will receive both group and one-on-one coaching while focusing on three key areas:

• Crafting a compelling message – Develop a powerful keynote speech and learn how to connect with different audiences.
• Mastering the business of speaking – Learn how to find, negotiate and secure paid speaking engagements.
• Building a professional speaker brand – Create a sizzle reel, optimize a LinkedIn profile, and gain marketing tools to elevate visibility.

The course culminates in an in-person, three-day intensive experience at the Cronkite School, where participants will receive on-stage coaching, professional speech recordings and networking opportunities with industry leaders. Upon completion, each participant will receive a certificate, professional photos and a highlight reel to showcase their expertise. Participants can add this certification to their LinkedIn profile, resume or CV and leverage it for career advancement opportunities.

Who Should Apply?

• Professional athletes (active or retired) from any sport
• Sports professionals, including coaches, management and player engagement staff
• Athlete spouses/significant others looking to develop their public speaking career

How to Register

Enrollment is now open. Find more information and register here, or contact Malcolm Holmes at Malcolm.Holmes@asu.edu.

About Barbara Lash

Barbara Lash, PhD, is a professional public speaker, veteran television journalist, and a media and public speaking coach for corporate leaders, professional athletes and sports teams. She specializes in helping athletes maximize their platforms and impact by mastering the media, crafting their own stories and speeches, and helping them gain traction in the public speaking space.

About CronkitePro

CronkitePro offers professional development courses, badges, certificates and webinars through ASU Learning Enterprise. Most classes and programs are designed to be completed online at your own pace, providing a cost-effective and efficient pathway to personal and professional advancement. CronkitePro also offers in-person training programs and convenings held at our locations in Los Angeles, Phoenix and Washington, D.C.