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You will learn about the various aspects of cultural communication, from strategy to practice. How can we spark people’s interest in the cultural events we organize? Which strategies and tools are best suited to different sizes and formats of cultural events? How can we reach specific audiences? How can we design a communication strategy?
These and other issues will be discussed and analyzed throughout the course, as well as concepts, strategies and communication techniques adapted to the cultural environment, both from a theoretical and practical perspective.
Agnes Lamprey
Online, in Portuguese
September 23 to December 9, 2025
220 EUR
• Understand the importance of an applied communication strategy;
• Establish a Media, production and distribution plan;
• Develop a digital marketing plan;
• How to develop a press office strategy;
• How to establish media partnerships and support dissemination;
• How to execute a strategic communication plan;
Brief presentation of the course and the trainer. Presentation of each student to better adapt the course content. Approaches to the importance of communication strategy.
Assessment of the target audience and their behaviors, artistic positioning and objectives of the event to be communicated, characterization of the event's identity and language to be used. Communication and accessibility.
Establishing a combined strategy for a cultural event. Exploring planning tools.
The creation of a visual identity in the communication strategy of a cultural event, articulated with the communication actions that are intended to be carried out. How to think, develop and manage the visual identity of an event. Benchmarking.
What partnerships to establish to ensure greater visibility for the cultural event. Negotiation and planning of partnerships.
Definition of resources and respective planning; definition of outdoor campaign and objectives to be achieved.
Press office planning; Exploration of press office tools.
Defining the digital presence and planning according to the strategy defined for the event. Defining adapted language, establishing campaigns and social networks.
Presentation of examples of cultural communication campaigns by students and the trainer. Discussion and analysis of the examples presented.
Presentation of a brief strategic communication plan for an individually developed cultural event. Discussion of projects and critical assessment.
Inês Lampreia has been the communications director of Materiais Diversos since March 2019 and coordinates communications for Agência 25. With a Master’s degree in Communication, Culture and Information Technologies (ISCTE), in 2020 she directed communications for the exhibition Festa. Fúria. Femina. – Obras da Coleção FLAD. Between 2016 and 2019 she was responsible for communications for the performing arts structure Alkantara and, in 2018, for the Hospitalidade programme. She also collaborates with Compahia Maior, the exhibition producer Terra Esplêndida and has also worked with the Cascais Cultural Centre/Fundação D. Luís. Find out more here.
The course will take place at Tuesday from 19pm to 21:30pm. Class days are:
Classes are held via video conference, in real time, and are recorded for consultation, remaining available up to a week after the last class. Sharing experiences between trainers and students is the main focus of Academia Gerador, thus valuing participatory learning adapted to each case.
It is important to read the entire Regulation in detail. to understand how everything works.
Ability to structure, debate and add.
It is worth 20% of the final grade.
Applicability of the methodologies and tools adopted; Anticipation of challenges and impacts; Transformative potential. Worth 40% of the final grade.
The student's ability to intervene positively, valuing proactivity. Worth 20% of the final grade.
Ability to find original solutions to challenges. Worth 20% of the final grade.
Become Member or Monthly Subscriber of Gerador to access a fixed discount of €15 on the total registration fee.
If you already are click here to log in and the discount will be automatically applied in the online store. If you do not have an account, fill out the form with the email associated with your subscription.
if you enroll simultaneously in two courses in the same area you can enjoy 10% discount.
Learn how to create a collective entity with legal personality (association), with the aim of developing artistic and cultural initiatives.
How to detect funding opportunities for artistic and cultural projects?
What steps should I follow to develop an effective and practical digital communication plan?
The course aims to provide motivation, knowledge and the ability to detect funding opportunities for artistic projects, facilitating access to information and knowledge about potential national funding instruments.
