From the Classroom: Daniela Imbrett-Hook

For Daniela Imbrett-Hook, PR Cases & Campaigns (COMM 3585) offered an opportunity to bring strategy, analysis, and creativity together in a capstone experience focused on real-world public relations challenges.

Imbrett-Hook is a strategic communication major with a minor in linguistics. She enrolled in the course, taught by Clinical Associate Professor Curtis Newbold, to complete her capstone requirement and to strengthen her understanding of public relations strategy as she prepares to enter the professional world.

As part of a team project, Imbrett-Hook and her classmates developed a comprehensive PR campaign plan for La Barba Coffee, a Salt Lake City-based company known for its commitment to sustainability, quality coffee, and community engagement. While the client is a real business, students did not work directly with or present to La Barba Coffee. Instead, the course emphasized research-driven planning and strategic thinking.

The team focused on reinforcing and elevating La Barba Coffee’s existing brand strengths, particularly its connection to the local community and its emphasis on sustainable practices. Their campaign objectives centered on maintaining the brand’s community-focused message while refining its external tone to feel more natural and authentic. Proposed strategies included partnerships with local sports clubs, students, and other community groups who already share an interest in coffee and local culture.