Session developed by UPTEC

Authored by Isabel Silvia

General Information

The Communication and Media workshop is separated in two parts: the first one is dedicated to content and media relations and the second part focus on the digital communication (namely, social media and websites).


The main goal of this workshop is to talk about the importance of communicating
arts and humanities projects.
Participants have the opportunity to interact with new tools and concepts that
will help them communicate more efficiently.


To deliver this session the trainer should have an academic background in communication sciences. The trainer should have expertise in press relations, creation of content and social media networks. Having experience in arts and humanities projects dissemination is essential to understanding the target..

9.30 am – 11.00 am
introduction to pitch

2.30 pm – 4.30 pm
The body as communication device (live performance exercises)

11.00 am – 11.30 am

4.30 pm – 5.30 pm
Group work

11.30 am – 1.00 pm
communication tools

1.00 pm – 2.30 pm
lunch break


  • Each group has defined a communication strategy and drafted presentation deck for their projects


room/ equipment requirements

  • Large room, organised in work-groups (chairs and tables)


  • Projector
  • Laptop


Outline of activities


How to prepare a press release and why it is important to develop a strong relationship with journalists or other content writers? This part of the workshop aims to answer this question and provide some tips that could help students to create content and disseminate their projects.


Students will have the opportunity to learn more about a fundamental tool of press relations -the press release -and answer questions such as When should it be send? What are its main goals? How to create a successful headline? During a 15 to 20 minutes exercise for students to discuss and write the headline and the lead of a press release about their project. The concepts presented during should help students create content for their websites, blogs or social media networks.


Challenge students to think about digital communication and the opportunity that these channels provide to generate awareness.
Introduce participants to the social media channels and their benefits to create engagement with the public and to improve communication depending on their feedback.


The second part of the workshop is focused on digital communication, namely social media and digital content. We will talk about the steps to create an efficient social media strategy, the type of content that should be used an avoided in social media networks and the ways to create interesting content to our target.
Through the use of practical examples, we will share some useful tools to create content that
engages the audience and tools that can be used to measure digital media impacts (analytics, usability, and so on).

All the modules

For a 5 day duration programme, with a group of 25 students, the recommended outline has been defined as follows.

Module 1

Initiation & Ideation

Ice-breaking session where students introduce themselves
and discuss their goals and expectations about the programme through a series of interactive exercises. This is followed by team-building exercises to define the working groups. At the end of the session, challenges are presented and, through design thinking strategies, teams should be able to decide and briefly present the dea they will be developing throughout the rest of the days.

Go to the module 1

Module 2

Creative Project Planning

During this day, the groups learn how to use project planning basic concepts and tools, namely the Creative Project Canvas, in order to develop their project structure/ business model (depending on the challenge they chose). The Creative Project Canvas is the tool suggested for the groups to during the entire training week, to plan and reflect on theproject/solution/prototype to be delivered at the end of the pilot.

Go to the module 2

Module 3

Intellectual Property and Strategy for CulturalProfessionals

After a brief introduction about the characteristics of cultural markets’ structures and dynamics(particularly those of cultural work), students will learn the basics of intellectual property (with special focus on copyright) and how such regulations can affect their work (projects, business or career wise). In the second part of the session, through a series of examples of AH projects (businesses and non-profit), they will be introduced to other differentiation factors and how they can strategically use them in their projects in order to reach their own goals more effectively.

Go to the module 3

Module 4

Communication and Pitch

The Pitch and Communication session starts with some pitch warm-up exercises, so the teams can test a first approach to present their projects to each other.
They learn how to structure and deliver a good 5 minutes pitch and also about essential communication rules and techniques that will help them define the communication strategy for their projects.
As the day ends, a series of drama exercises allow students to learn and test their most natural and important communication tool: their own bodies.

Go to the module 4

Module 5

Body as Communication Device

In this session, participants are introduced to ideas and exercises that explore presence in relation to the body as a communicative devise and they are invited to partake in a number of exercises.

Go to the module 5

Module 6

Meet The Professionals

Depending on the chosen format/ duration of the programme, you can choose to include “Meet the Professionals” short sessions involving your guest entrepreneurs/ mentors.

Go to the module 6

Module 7

Final Pitch Day

In the final day, the teams will present their 5 minutes pitch to a panel of 5 juries, who will give feedback on the project and the presentation performance and decide which team is the winner.

Go to the module 7