From the Classroom: RG Simbiak
RG Simbiak
For RG Simbiak, PR Cases & Campaigns (COMM 3585) provided an opportunity to explore what public relations work looks like in practice, while applying strategic thinking to a real-world brand with strong community values.
Simbiak is a fourth-year student double-majoring in communication, with an emphasis in strategic communication and health, society, and policy. An international student from Papua, Indonesia, Simbiak enrolled in the course to gain hands-on experience and better understand the day-to-day work of PR professionals through applied projects.
In the class taught by Clinical Associate Professor Curtis Newbold, Simbiak worked as part of a team developing a PR campaign plan for La Barba Coffee, a Salt Lake City-based brand known for prioritizing quality, customer experience, and community connection. Although students did not work directly with or present to the company, the project emphasized research-driven planning and measurable outcomes.
The team established three core objectives for the campaign: increasing brand awareness among Salt Lake City audiences, expanding La Barba Coffee’s reach into new community groups through partnerships and events, and growing Instagram engagement and followers over a three-month period. These goals guided the creative and strategic decisions made throughout the campaign plan.
As part of the project, Simbiak helped develop hypothetical social media content designed to support the campaign’s objectives. The team created a “Finals Coffee Break” promotion aimed at college students, offering a discount during finals week, as well as a seasonal holiday post featuring specialty drinks. Both concepts were designed to connect with specific audiences while reinforcing the brand’s community-focused identity.
Simbiak said the course became one of her favorites, citing the structure of the class and Professor Newbold’s teaching as highlights of the experience. Completing multiple major projects throughout the semester helped reinforce how closely the coursework mirrored professional PR work, offering valuable preparation for life after graduation.
After graduating, Simbiak plans to work in a PR-related role or in higher education within the communication field for one to two years before pursuing a master’s degree. Outside the classroom, she serves as a student ambassador for the College of Social and Behavioral Science and International Student and Scholar Services. In her free time, Simbiak enjoys singing, dancing, and creating short-form videos for social media.
Students interested in learning more about communication courses can contact the Department of Communication’s academic advisors at comm-advisor@utah.edu