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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
25 hours, online, in Portuguese
September 22th to November 10th, 2026
240 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.
Director of Communications at Teatro Praga since 2025 and editorial communication collaborator at Culturgest since 2023. She holds a Master's degree in Communication, Culture and Information Technologies from ISCTE. She has worked in communication for structures and projects such as Materiais Diversos, Alkantara, Companhia Maior and MONSTRA, and was a journalist at VEGA, National Geographic and Diário de Notícias. She is a guest assistant professor at the Escola Superior de Dança and a trainer at Academia Gerador, also working as an author and cultural communication consultant. Learn more here.
The course will take place on Tuesdays and Thursdays from 19 PM to 21:30 PM . The class days are:
Classes are held via videoconference, in real time, and are recorded for consultation, remaining available for up to one week after the last class. The sharing of experiences between trainers and students is the main focus of the Gerador Academy, thus valuing participatory learning adapted to each case.
It's important that you read the entire Regulation carefully 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.
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If you enroll in two courses in the same field simultaneously, you can benefit from a 10% discount.
