Department of Journalism and Communication
Teaching Staff

Prof. Dr. Phil., rer. pol Evandro Samuel Ribeiro dos Santos Oliveira is Professor for Corporate Communication at HMKW since 2017 and Head of Program of the English-taught Master's study program M.A. Public Relations and Digital Marketing. Since November 2018 Prof. Oliveira is Vice Chair of the section Organizational and Strategic Communication of the international academic PR association ECREA. Prof. Oliveira has been a guest speaker and lecturer at various Universities and Institutions in Europe and South America, produced more than 30 scientific articles and presentations. His main research interests are: Strategic Communication management, NGO Communication Management, Social Media and Communication and Political Communication. In 2014 he served as Chair of the German Young Researchers of Communication network (naprok).  

Prof. Oliveira started in 1996 as a Journalist, and worked, among others, at Lusa – the Portuguese National News Agency, National TV, Newspapers and Radios for more than 10 years. After 2004, he also started to work on Public Relations and Communication. Among others, he worked for the European Space Agency, Greenpeace, European Comission, UNICEF, Amnesty International, 350.org, Pay Pal, MFG – Public Innovation agency for ICT and Media; The government of Catalonia and the German Regional Ministry of Finance and Economics. Besides, worked for organisations like Fujitsu Services, NetApp, Det Norske Veritas, Air-Berlin and KPN-Dutch Telekom. He also gave direction and leadership to Creative Staff for International communication and marketing projects of major international customers in 2010 for QuadrigaArt Agency in New York and Washington. 

Teaching

  • Public Relations Theories and Models (PRTM)
  • Organizational Communication Theories
  • Management, Leadership and Society
  • Strategic Communication
  • Applied Research Methods for PR
  • Public Relations Lab - camera and studio training
  • Public Relations Lab - Rhetoric and presentations skills
  • Wissenschaftliche Propädeutikum
  • Grundlagen der Unternehmenskommunikation
  • Medien- und Kommunikationsmanagement
  • Marketing, PR, Werbung
  • Praxis Unternehmenskommunikation
  • Editorial Management

Research and Teaching Focus

  • Kommunikationsmanagement von NGOs
  • Social Media 
  • Theorien der Politischen Kommunikation 
  • Organisationskommunikation

Curriculum Vitae

Education

2017Promotion in Kommunikationswissenschaft und Strategic Communication Management in einer bi-national Cotutelle de thèse in Internationaler NGO-Kommunikation an der Universität Leipzig und Universidade do Minho
2011M.Sc. in Strategic Communication an der Universidade do Minho (2011)
1999 - 2002Dipl-Journ., Studium Journalismus an der Universität Leipzig und der Oporto Portuguese Journalism School, M.A. in Communication Sciences an der Universidade do Minho, Braga (Portugal) 

Presentations and Publications

Oliveira, E. (2018) The Instigatory Theory of NGO Communication. Paper presented at the 7th European Communication Conference (ECC): "Centres and Peripheries: Communication, Research, Translation". Lugano, Switzerland, November.

Oliveira, E. (2018) The concept of civic relations as a social communicative function. Paper presented at the conference “Corporate Social responsibility and Citizens´s Activism in times of political disruption”. ECREA Organizational and Strategic Communication Section. Malaga, Spain, January.

Santos, M. & Oliveira, E. (2017) Communication controlling: origens e abordagens académicas e estudo de caso de cinco organizações. In G. Gonçalves, A. Athaydes (Eds.). Liderança, Inovação e empreendedorismo no sector das relações p+ublicas e comunicação organizacional no contexto de Portugal e Brasil (pp. 157-84). Covilhã: LabCom (Communication controlling: origins, academic proposals and case study of five organizations)

Oliveira, E (2017) Comunicação e legitimação no Terceiro Sector. In C. Cerqueira, S. Lamy (Eds.) Vozes Plurais. A comunicação das organizações da sociedade civil (pp 65-82). Lisboa: Documenta, Sopcom. (Communication and legitimation on the third sector.)

Canel, M. , Oliveira, E., Luoma-aho, V., (2017) Exploring citizens’ judgments about the legitimacy of public policies on refugees: In search of clues for governments’ communication and public diplomacy strategies, Journal of Communication Management, 21/4, pp.355-369. doi.org/10.1108/JCOM-02-2017-0025

Oliveira, E., Melo, A., & Gonçalves, G. (2016) Strategic Communication for Non-Profit Organisations [Hardback] Challenges and Alternative Approaches. Wilmington, Delaware: Vernon Press.

Wiesenberg, M. & Oliveira, E. (2016) From the inside out: Four communication flows of NGOs' and Churches' legitimation. In Oliveira, E., Melo, A., & Gonçalves, G. (Eds.) Strategic Communication for Non-Profit Organisations - Challenges and Alternative Approaches. [Hardback] (pp. 35-54) Wilmington, Delaware: Vernon Press. Pages 35-54

Oliveira, E., Melo, A., & Gonçalves, G. (2016) Strategic Communication for Non-Profit Organisations: Challenges and Alternative Approaches. In Oliveira, E., Melo, A., & Gonçalves, G. (Eds.) Strategic Communication for Non-Profit Organizations - Challenges and Alternative Approaches. Wilmington, Delaware: Vernon Press. Pages 1-13

Oliveira, E., Canel, M., Luoma-aho (2016) Exploring citizens’ judgments about the legitimacy of public policies. A cross-country comparison about governmental policies on refugees. Paper presented at the Conference: „Comunicação Política. Novos poderes, novos atores e novas resistências”. SOPCOM. Lisbon, Portugal, June 2016.

Oliveira, E., & Wiesenberg, M. (2016). Von innen heraus: Vier Dynamiken der Legitimation von NGOs und Kirchen. In S. Huck-Sandhu (Hrsg.), Interne Kommunikation im Wandel. Theoretische Konzepte und empirische Befunde (pp. 105-122). Wiesbaden: Springer VS.

Oliveira, E. & Gonçalves, G. (2016). Talk to me and I will talk for you: Relationships between Citizens and Politics on the example of Portuguese Members of Parliament online communication. In Dahlgreen, P., Gonçalves, G., & Serra, J. P. (Eds). Politics and Web 2.0. (pp. 89-121) Wilmington, Delaware: Vernon Press.

Oliveira, E. (2015) The other logic to Non-Profit Communication. Keynote at ECREA Organisational and Strategic Communication Section Conference. Strategic Communication for Non-Proft Organisations: Challenges and Alternative Approaches. Leipzig, Germany, December 2015.

Oliveira, E. ; Wiesenberg, M. (2015) A model of four communication flows of NGO's and Churches legitimation. Keynote at ECREA Organisational and Strategic Communication Section Conference. Strategic Communication for Non-Proft Organisations: Challenges and Alternative Approaches. Leipzig, Germany, December 2015.

Oliveira, E. (2015). O futuro está presente. In Aberje (Hrsg.) Revista Comunicação Empresarial. Ano 25, nº 95 (pp. 32-35)

Oliveira, E. ; Wiesenberg, M.. (2015) From the inside out: Four communication flows of NGOs' and churches' legitimation Paper presented at the EUPRERA Annual Congress. Oslo, Norway, October 2015

Oliveira, E. (2015) UNIMED: A caminho da excelência da Comunicação. Comunicação, Saúde e Confiança. (Health Communication and trust. UNIMED: Towards excellent communication). Encontro de Comunicação e Marketing do Sistema Unimed 2015. 40th Anniversary. São Paulo, Brasil, July 2015.

Linke, Anne; Oliveira, Evandro (2015) Quantity or quality? The professionalization of social media communication in Portugal and Germany: A comparison. In Public Relations Review, Volume 41, Issue 2, June 2015, pp 305-307

Oliveira, E. (2015). A Comunicação em Organizações sem fins lucrativos. In Carvalho, S., Portugal, M. & Caetano, J. (Hrsg.), Relações Públicas e Comunicação Organizacional. Volume V: Colecção Desafios da Globalização (S. 327-376) Lisboa: Escolar Editora

Oliveira, E (2014). [Edited in 2015] O Estado da Comunicação Estratégica em Portugal e na Europa. In APCE (Eds)Comunicação Empresarial. Ano XIX, 43-44. (pp 20-21)

Oliveira, E., & Gonçalves, G. (2014). Talk to me and I will talk for you: Relationships between citizens and politics on the example of Portuguese members of parliament online communication. Paper presented at the ECREA European Communication Conference. Lisbon, Portugal, November 2014.

Zerfass, A., Oliveira, E., & Verhoeven, P. (2014). Information flow and new media: challenges for job enactment and job satisfaction of communication professionals in Europe. Paper presented at the ECREA European Communication Conference. Lisbon, Portugal, November 2014.

Oliveira, E., Linke, A., Kunsch, M., & Zerfass, A. (2014). How global is the web 2.0 hype? An international comparison of the status quo of social media communication in Brazil, Germany and Portugal. Paper presented at the EUPRERA Annual Congress. Brussels, Belgium, September 2014

Oliveira, E (2014). Desenvolvimento de gestão de Comunicação em Portugal até 2016. Keynote at "Odisseia da Comunicação", Comunicação Empresarial, ISCAP, Oporto Business School, Mai, Porto, Portugal.

Oliveira, E (2014). O Estado da Comunicação Estratégica em Portugal e na Europa. Presented for APCE Members at AXA Portugal in Lisbon, Mai 2014. 

Oliveira, E. (2014) A gestão da comunicação em organizações intergovernamentais: O caso da Agência Espacial Europeia. (Communication management in intergovernmental organizations: The case of the European Space Agency - ESA) Universidade da Beira Interior, Covilhã, Abril 2014

Oliveira, E., Kunsch, M., Zerfaß, A., & Linke, A. (2014). Os social media nas organizações portuguesas e Brasileiras. Paper presented at Confibercom – World Congress of Ibero-American Communication Science. Braga, Portugal, April 2014.

Oliveira, E. (2014) Comunicação Organizacional e Relações Públicas: Uma questão terminológica ou campos distintos? A questão da Comunicação Estratégica In T. Ruão, R. Freias, P. Ribeiro & P. Salgado (Eds.), Comunicação Organizacional e Relações Públicas: horizontes e perspetivas. Relatório de um debate (pp 51-57). Braga: Centro de Estudos de Comunicação e Sociedade.

Ruão, T., & Oliveira, E. (2014). A Comunicação e o ensino superior em Portugal. Paper presented at Confibercom – World Congress of Ibero-American Communication Science. Braga, Portugal, April 2014.

Zerfass, A., & Oliveira, E. (2014). Estudo comparado do estado da comunicação estratégica em Portugal e na Europa – European Communication Monitor 2013. In Martins, M. & Veríssimo, J. (Eds.). Comunicação Global, Cultura e Tecnologia (pp. 949-959). Lisbon: SOPCOM.

Oliveira, E., & Henninger, I. (2014). O princípio CCO – Comunicação Constituí a Organização: Abordagens dedutiva, indutiva e combinada na questão constitucional. In Martins, M. & Veríssimo, J. (Eds.). Comunicação Global, Cultura e Tecnologia (pp. 1022-1032). Lisboa: SOPCOM.

Oliveira, E (2014). [pub. 2015] Satisfação dos profissionais da Comunicação. In APCE (Eds.) Comunicação Empresarial. Ano XIX, 43-44. (p.26)

Oliveira, E., & Ruão, T. (2014). Os quatro paradigmas da Comunicação Estratégica e o ensino em Portugal. In M. Martins & J. Veríssimo (Eds.). Comunicação Global, Cultura e Tecnologia (pp. 1012-1021). Lisbon: SOPCOM.

Zerfass, A., & Oliveira, E. (2013). Estudo comparado do estado da comunicação estratégica em Portugal e na Europa ‒  European Communication Monitor 2013. 8. SOPCOM Congress. Lissabon, Oktober 2013.

Oliveira, E. (2013). CO e RP: Uma questão terminológica ou campos distintos? A questão da Comunicação Estratégica. 1. Conference Strategic Communication and PR section (SOPCOM). Braga, July 2013.

Oliveira, E. (2013). Macro theoretic grounds and a proposal for strategic communication research with combined paradigms. Contribution to the IV meeting of the reserach group (CECS) an der Universidade do Minho. Braga. July 2013.

Oliveira, E., & Henninger, I. (2013) O princípio CCO Comunicação Constituí a Organização: Abordagens dedutiva, indutiva e combinada na questão constitucional. 8. SOPCOM congress. Lisbon, October 2013. 

Oliveira, E., & Ruão, T. (2013). Os quarto paradigmas da Comunicação Estraté-gica e o ensino em Portugal? 8. SOPCOM congress. Lisbon, October 2013. 

Oliveira, E. (2013). Comunicação Estratégica Integrada em organizações sem fins lucrativos: Greenpeace, Amnistia e Ser+ em Portugal. XIII IBERCOM. Santiago de Compostela, Mai 2013.

Oliveira, E (2012). "La web social: nuevas posibilidades para las instituciones culturales". Keynote for the Catalonian Government National Museums Meeting. Museo de la Ciencia y de la Técnica de Cataluña (mNACTEC). Terrassa, Spain, October 2012.

Oliveira, E. & Winchenbach, U. (2012) Social media – RelevantePlattformen, Answendungsmöglichkeiten und Potential In: Setzen, F. (Ed.) Europapolitische Kommunikation und Web 2.0 - Formen, Trends, Herausforderungen und Chancen. Förderverein Europa Zentrum Baden-Württemberg.

Oliveira, E. (2011) Comunicação estratégica integrada para a participação cívica, activismo e campanhas para mudanças em organizações sem fins lucrativos : Greenpeace, Amnistia e Ser+ em Portugal. Dissertação de mestrado em Ciências da Comunicação. Universidade do Minho.

Oliveira, E. (2011) Strategic Integrated Communication in non-profit organizations for citizen participation, activism and campaigns for changes. Paper presented at the ECREA Annual OSC Conference The Dialogue Imperative. Covilhã, Portugal, Mai 2011

Memberships

  • DGPuk - Die Deutsche Gesellschaft für Publizistik und Kommunikationswissenschaft (German Academic Communication Sciences Society)
  • EUPRERA - European Public Relations Education and Research Association
  • ECREA - European Communication Research and Education Association
  • SOPCOM - Sociedade Portuguesa de Ciências da Comunicação (Portuguese Communication Sciences Society)
  • YECREA -Young Scholars Network of the European Communication Research and Education Association
  • NAPROK -Netzwerk von und für Nachwuchswissenschaftler der Kommunikationswissenschaft
  • Internationale Doktorandeninitiative der Universität Leipzig
  • CECS - Communication and Society Research Centre
  • CIPR - Global Affiliate from the Chartered Institute of Public Relations, London

Research projects

  • European Communication Monitor ECM since 2013.
  • Social Media Governance Study in Portugal and Brazil in 2014. In cooperation with University of São Paulo and Aberje (Brazil).
  • Latin American Communication Monitor since 2015 in Rey Juan Carlos University (Spain).
  • Greenpeace Magazine survey on reader’s preferences and profile of online services in 2015.
  • Exploring citizens’ judgments about the legitimacy of public policies in 2016 in cooperation with Universidade Complutense de Madrid (Spain) and University of jyväskylä (Finland)

Awards and grants

2015: Erasmus+ Grant

2014: Erasmus+ Grant

2012: PhD 4-year research Grant FCT - European Funds

2011: Leonardo Da Vinci Grant

2011: Distinction in Master Thesis - CECS (18 Points) - highest grade - University of Minho

2002: Distinction for academic merit - University of Minho

2001: Distinction for academic merit - University of Minho

2000: Erasmus Scholarship – University of Minho and University of Leipzig

1998: Distinction for academic merit - University of Minho

Other academic activities

  • Reviewer of The International Journal of Public Relations (Revista Internacional de Relaciones Públicas - ISSN: 2174-3681; DOI: 10.5783)
  • Reviewer of Media and Communication (ISSN: 2183-2439). An international open access journal dedicated to a wide variety of basic and applied research in communication and its related fields.
  • Jury of the EUPRERA European Master Thesis Award for excellence in Public Relations 2018
  • Member of the scientific committee of the project “Communication Papers: Trends and Innovation” - to be published in 2019 - called by the University of Gerona and University Ramon Llull (Barcelona)
  • Reviewer of the main Brasilian Journal of Organisation Communication and Public Relations - Organicom