From the Classroom: Alisha Jones
Alisha Jones
For Alisha Jones, PR Cases & Campaigns (COMM 3585) offered a chance to step outside a familiar advertising framework and explore how public relations strategy approaches many of the same challenges from a different angle.
Jones, a senior majoring in strategic communication, enrolled in the course as she prepared to graduate this semester. Much of her academic and professional experience had focused on advertising, and she saw PR Cases & Campaigns as an opportunity to better understand public relations and evaluate whether a PR-focused role might be part of her post-graduate path.
Working as part of a team, Jones contributed to a comprehensive PR campaign plan centered on La Barba Coffee, a Salt Lake City-based company with strong local roots. While students did not work directly with or present to the company, the project was designed to mirror professional campaign planning grounded in research and measurable objectives.
The team selected La Barba Coffee because of its presence in the local community and built the campaign around goals tied to brand growth and engagement. Key objectives included increasing brand awareness among Salt Lake City audiences, expanding the company’s reach into new community groups through partnerships and events, and growing Instagram engagement and follower count over a three-month period.
Jones and her teammates conducted an in-depth situation analysis that examined public perception, competitors, communication practices, and overall brand positioning. Their work also incorporated secondary research on Salt Lake City’s coffee culture and what differentiates La Barba Coffee within that landscape. These insights informed the strategies, tactics, and creative collateral outlined in the final campaign plan.
Jones said building a full PR campaign plan was one of the most valuable aspects of the course. Having worked in advertising for nearly four years, she found it helpful to view campaign development through a public relations lens and to think more intentionally about reputation, relationships, and long-term brand trust. She noted that the experience helped clarify how PR and advertising intersect while serving distinct purposes.
Currently, Jones works in advertising for Reddit and may continue in that role after graduation. She is also considering in-house PR positions as she explores where her skills and interests align best.
Outside of work and school, Jones enjoys skiing, taking her dog on outdoor adventures, and trying new sushi spots.
Students interested in learning more about communication courses can contact the Department of Communication’s academic advisors at comm-advisor@utah.edu