In a context where universities increasingly compete for visibility, trust and engagement, events, protocol and strategic communication play a decisive role in shaping institutional reputation and experience. Every ceremony, academic event, international visit or public initiative is more than a logistical operation: it is a moment with the power to communicate values, strengthen relationships and leave a lasting impression.

In 2026 Porto Communication Higher Education Staff Week: “Moments Made to Matter” is designed for higher education professionals working in event management, protocol, communication and related areas, who wish to reflect on the strategic dimension of their work and enhance their professional practice through international exchange.

This staff week aims to explore how well-designed moments can become meaningful communication tools, contributing to institutional identity, stakeholder engagement and internationalisation strategies. By focusing on both conceptual and practical perspectives, participants will be invited to rethink events not only as operational tasks, but as intentional acts of communication.

Over five days, the programme will address topics such as:

– Strategic event design and experience management in higher education;

– Protocol as a communication tool: symbolism, hierarchy and cultural awareness;

– Institutional storytelling through events and ceremonies;

– International and intercultural dimensions of academic events;

– Sustainability, inclusion and accessibility in event organisation;

– Crisis management, risk prevention and adaptability in live events;

– Collaboration between communication, protocol and institutional relations offices, etc.

Through case studies, workshops, peer discussions and best practice sharing, participants will have the opportunity to exchange experiences, reflect on common challenges and build a professional international network.

“Moments Made to Matter” invites participants to transform everyday professional practices into purposeful moments that communicate, connect and endure.

Further details about the programme and application process will be announced shortly.

Staff from communication offices: PR Professionals, Media Relations advisors, Corporate Communication staff, Marketing, and International offices. A minimum of 40 participants is required for the Staff Week to be carried out.

Hosting Institution: Faculty of Engineering of the University of Porto – www.up.pt/feup/pt

Contact person details: Cristina Soares Pereira (soares@fe.up.pt)

Porto

The city of Porto, known as Cidade Invicta (invincible city), is the second largest in Portugal, the capital of the Porto district and the country’s northern region. Located along the Douro River estuary in northern Portugal, Porto is one of the oldest European centers, and its core was proclaimed a World Heritage Site by UNESCO in 1996. The historic area is also a National Monument of Portugal. The western part of its urban area extends to the coastline of the Atlantic Ocean. Its settlement dates back many centuries when it was an outpost of the Roman Empire. Its combined Celtic-Latin name, Portus Cale, has been referred to as the origin of the name Portugal, based on transliteration and oral evolution from Latin. Porto elected Europe’s Leading City Break Destination 2023.

FEUP

FEUP is located in the Asprela Pole of the University of Porto, an area designated as the Porto Innovation District. Concentrated within one square kilometer, this District is constituted not only by several faculties of the University of Porto and schools of the Polytechnic Institute of Porto but also by private universities, a central teaching hospital, an institute of oncology, and various national and international research institutes. With 50,000 talented people working here, it is primarily a technological location, where the strong presence of engineering technologies, health sciences, and entrepreneurship lend considerable impetus to the process of innovation.

Photo by Francisco Piqueiro