Thomas Crosson
Managing Director
Tom brings two decades of expertise to provide strategic counsel and communications support to clients on a wide range of high-profile corporate events and special situations. He joined Joele Frank from Norfolk Southern, where he led internal and external communications. Prior to that role, he led corporate communications for Inspire Brands, served as head of media relations for Truist Financial, and was head of communications for SunTrust’s Wholesale Banking segment, which included corporate and investment banking, commercial banking, commercial real estate and treasury. Tom began his career on Capitol Hill, where he led communications for a leading banking trade association, served as the senior communications advisor to two Members of Congress, and on the staff of the House Committee on Oversight.
Credentials
Tom earned a BA in political science and economics from Purdue University, and an MBA in strategy from the Goizueta Business School at Emory University. He is a member of the Arthur W. Page Society’s Page Up and the Financial Communications Society.
Recent Highlights
Select Experience
M&A/Transactions
Tom works with clients on both friendly and unsolicited transactions. Notable engagements include SunTrust Banks and BB&T on its merger of equals; Inspire Brands on its acquisition of Dunkin’ Brands; Norfolk Southern on its acquisition of the Cincinnati Southern Railway; Verizon on its proposed acquisition of Frontier Communications; and Middleby Corporation on its proposed spin-off of Middleby Food Processing.
Shareholder Activism Defense
Tom has counseled companies in their interactions with a range of activist investors, including Ancora Holdings, Mantle Ridge, Politan, Sachem Head, and Starboard.
Crisis Communications
Tom develops and executes communications strategies to help companies advance their business objectives and protect their reputations in a variety of crisis situations. Examples include geopolitical events, societal issues, unplanned leadership changes, regulatory actions, litigation, industrial accidents, labor negotiations, loss of life, and workforce reorganizations and reductions. From state and federal criminal and civil investigations to Congressional hearings, Tom also develops communications strategies that support a company’s legal position while protecting its reputation.
Corporate Communications & Reputation Management
Tom works with clients to enhance their overall corporate communications strategy, including corporate positioning, profile-raising, thought leadership and employee communications. He applies a deep understanding of the political landscape with a strong grasp of the media environment to help clients spot vulnerabilities and create preparedness plans to help guard their reputations. Tom partners closely with legal counsel and government affairs teams to help companies prepare for important milestones and maximize opportunities to rebuild trust.
Investor Relations
Tom engages with management teams and outside financial and legal advisors to develop and enhance clients’ investor relations materials and strategies to ensure key messages resonate with internal and external stakeholders, including around quarterly earnings, investor days, planned leadership changes, and other corporate events.
In Conversation
What are some of your career highlights?
Two events come to mind: 1. Working with the largest banks in the country to repair the industry’s image post-financial crisis to heading communications for one of the largest bank mergers of the past decade; 2. Leading communications during contentious labor negotiations, an international media event and rehabilitating the reputation of one of the largest railroads in North America. Each allowed me to use every one of my professional skills, and to learn a few new ones along the way. But what make me most proud is to have played a meaningful role alongside management teams and Boards through prolonged crises, often when the challenge felt daunting, but then emerging stronger.
How do you spend your time outside the office?
I have been fortunate to have received the guidance of great mentors throughout my career. Now, I am at a point where I can begin to pay it forward to the next generation of talent. I serve on the College of Charleston’s Department of Communication’s National Advisory Council and the University of Georgia’s Grady Colle of Journalism and Mass Communication’s Crisis Communication Think Tank. Both are opportunities to volunteer my time, share my professional experience and help prepare students for a career in communications.
What are some of your career highlights?
Two events come to mind: 1. Working with the largest banks in the country to repair the industry’s image post-financial crisis to heading communications for one of the largest bank mergers of the past decade; 2. Leading communications during contentious labor negotiations, an international media event and rehabilitating the reputation of one of the largest railroads in North America. Each allowed me to use every one of my professional skills, and to learn a few new ones along the way. But what make me most proud is to have played a meaningful role alongside management teams and Boards through prolonged crises, often when the challenge felt daunting, but then emerging stronger.
How do you spend your time outside the office?
I have been fortunate to have received the guidance of great mentors throughout my career. Now, I am at a point where I can begin to pay it forward to the next generation of talent. I serve on the College of Charleston’s Department of Communication’s National Advisory Council and the University of Georgia’s Grady Colle of Journalism and Mass Communication’s Crisis Communication Think Tank. Both are opportunities to volunteer my time, share my professional experience and help prepare students for a career in communications.
Personal Side