Kaitlin Hook ’12 knew that she wanted to study journalism and become a reporter. When she learned about APU’s partnership with a study away program in Washington D.C., she knew that APU would be a place where she could hone her craft and pursue what she loved. In her sophomore year, Hook participated in the study away program which brought together journalism majors from Christian universities around the country. She worked at a small newspaper covering local beats. “I loved everything about the program because they weren’t limiting us to working in Christian journalism, but rather they encouraged us to be faith-informed writers engaging in the culture at places like The Washington Times and The New York Times,” she said. “APU entrusts their students to go into the world with a foundation of reflecting Jesus’ love. Being given that trust helped me expand my worldview and the potential of what my calling would be.”
Back on campus, Hook got involved by becoming a resident advisor, joining the Kaleo SALT team, creating a student-run publication called Collide magazine, and working on various diversity and community initiatives. Her time as a SALT leader was especially impactful. “That semester we focused on the book of Acts which is about people coming together as a community and lifting up our different strengths and talents to create a more equitable society,” Hook said. “That was a defining opportunity that helped me integrate my faith with the work I do telling peoples’ stories.”
Combining her writing skills with her faith, Hook’s perspective of storytelling changed. She realized that rather than observing and reporting on stories happening around her, she wanted to walk alongside people and uplift their stories. After graduating and turning down what would have once been a dream internship, Hook began working for a nonprofit organization that was telling the stories of the literary crisis among young children in Los Angeles Unified School District (LAUSD). This set off her career in marketing, allowing Hook to combine her faith, creativity, and love for others in a way that benefits many.
Currently, Hook works for a social impact agency called Pastilla. They work with cities and governments to connect with residents through initiatives that are conscious and responsive to cultural and societal changes. “I didn’t realize that storytelling could be a tool for justice, connection, and rebuilding,” Hook said. “People think that marketing campaigns start with a flashy design, but it’s really about sitting down with residents, listening to their stories, and asking how we can invite people to hear the story they want to tell. The underlying work of using your craft is creating a platform to bring dignity and connection to people in a time of disconnection.”
Hook has worked on a variety of large-scale projects including promoting Black Girls Code, rebranding the City of Corona, and creating a Los Angeles affordable emergency preparedness kit campaign. Recently, Hook has also worked closely with victims of the Eaton fires by creating a campaign for business owners and a tourism welcome package campaign that is respectful of residents.
Hook was also invited to start PlayLA alongside former mayor Eric Garcetti. PlayLA is a youth sports equity program bringing affordable athletic opportunities to kids all over the area. The program is funded by money allocated to LA for the 2028 Olympics. An accessibility portion of the program including wheelchair basketball, blind soccer, and adaptive surfing was extremely successful.
Later this year, the Smart Cities conference will take place in Washington D.C., where city leaders from across the country will come together. Hook will have an original panel called Innovation in Uncertain Times present at the conference. The panel will include LA city leaders such as the former executive officer of LA Parks and Recreation and the city library leader alongside Hook and other marketing professionals. “My pitch for the panel was about allowing city leaders to bring their problems to the table with marketers and show others how we can bridge the gaps to make good things happen for residents.” Returning to D.C. for the panel will be a full circle moment for Hook whose passion for storytelling through marketing began during her study away experience in the city as a sophomore.
Storytelling has always been an important part of Hook’s life, but her time at APU and in the Washington D.C. study away program were integral parts of the development of her career goals and faith journey. “APU gave me a space to feel safe and celebrated as I found my voice and how to share the voices of others,” she said. “We need APU alumni in the field now more than ever. We look at things differently because of our faith, and that makes me hopeful for the next generation.”