Born in Paredes (district of Porto) in 1969.
She has been a Professor at the Institute of Social Sciences (ICS) of the University of Minho since 1995.
She did all her higher education at this University. She graduated in International Relations in 1992, completed her Master's Degree in Management - specialising in Marketing in 2002, and her PhD in Communication Sciences in 2008.
She joined the University of Minho as Guest Lecturer and is currently Associate Professor at ICS since 2015.
She has developed her teaching activity in Organisational and Strategic Communication, lecturing curricular units of this area, primarily to undergraduate, masters and doctoral students in Communication Sciences, but also as a lecturer in other courses of various scientific areas such as Sociology, International Relations, Management, Public Administration or Engineering.
She has also supervised almost a hundred Master's and PhD theses and was responsible for supervising several post-doctoral internships, "sandwich PhDs", or research fellows.
She researches in the field where she teaches primarily, Organisational and Strategic Communication applied to different sectors of activity, such as Higher Education, Health or Science. In this area, she has published and edited more than a dozen books, more than a hundred book chapters, scientific articles in journals and conference proceedings, besides various reports and other publications. She has also presented over a hundred and fifty papers in scientific congresses, many of which she organised. She was a member of a set of national and international research projects, among which stands out: the participation in the European consortium HeaRT - Health Report Training Project in the field of Health Communication and funded by the Lifelong Learning Programme - Leonardo da Vinci (2010); and the coordination of the Communication teams in several projects of the Bosch-UMinho consortium (2016-2021). She has also held different positions in the Portuguese Association of Communication Sciences (Sopcom) and the European Communication Research and Education Association (Ecrea).
She has been an evaluator of Bilateral Scientific and Technological Cooperation Programmes for the Portuguese Foundation for Science and Technology since 2017 and examiner for Communication Sciences degrees in the Agency for Assessment and Accreditation of Higher Education since 2018.
Within the scope of her activities involving interaction with society, she has coordinated or has been part of several consultancy and service providing groups for public and private entities, namely in Brand Management, Health Communication and Internal Organisational Communication. She has coordinated training activities in a professional environment in the field of Organisational Communication. Moreover, she was also responsible for numerous scientific and cultural dissemination activities, mainly aimed at raising awareness for the relevance of Communication in the corporate or institutional field.
She has held several positions within the University of Minho over the years. Notably, she served as Vice-President of the Institute of Social Sciences, President of the Pedagogical Council between 2010 and 2019, and Vice-Head of the Communication and Society Research Centre from 2019 to 2021. She was also a member of the Academic Senate, the Pedagogical Committee of the Academic Senate, the QMS Monitoring Committee and the Alumni Council.
In the Institute of Social Sciences, she was Vice-Head of the Communication Sciences Department and the Degree in Communication Sciences. She was a member of the Committee for Teacher's Evaluation in the ICS and the Council for the Integrated System of Performance Evaluation Management of the Public Administration in the ICS.
She is currently a member of the Committee for the Preparation and Management of the Internal Contingency Plan COVID-19 of the University of Minho and the Crisis Management and Communication Office of the ICS.
