Patrícia Tavares holds a PhD in Management from ISEG - Lisbon School of Economics and Management (University of Lisbon), and is an Assistant Professor at the Faculty of Human Sciences of the Catholic University of Portugal. Teaches curricular units in the Degree in Social and Cultural Communication, namely Marketing, Marketing and Advertising (in English), Digital Marketing, Integrated Marketing Communication (in English); in the Master's Degree in Communication Studies teaches the course unit of Research Methods (in Portuguese and in English) and in the Master's Degree in Asian Studies, the course of Strategies of Communication and Consumers' Behaviour in Asian Markets (in English).   She was an Invited Assistant Professor at the Department of Management of the ISEG Lisbon School of Economics and Management, University of Lisbon, in the scientific area of Strategy and Marketing. Between 2010 and 2019 co-coordinated the Post-Graduation in Marketing, Communication and Multimedia Management. At the same time, she developed communication consulting work, with a special focus on communication projects in crisis communication and management, and organizational reputation management. Her professional experience began in 1995, as a trainee journalist at the newspaper Semanário, where she worked until 1997. From 1997 to 2002, she was Director at Burson-Marsteller, a multinational in Communication Consulting. The experience acquired in national and international projects, in the most diverse sectors of activity, includes the development of strategic communications plans, media relations, media training, product communication, event management, crisis training,   corporate social responsibility, institutional communication and reputation management. From 2004 to 2010, she was an Assistant Professor at UAL – Universidade Autónoma de Lisboa, where she taught Psychosociology of Communication, Public and Political Communication, Organizational Consulting and Organizational Change and Development, in the Psychology degree. She has a degree in Communication Sciences from Universidade Nova de Lisboa, a postgraduate degree in Marketing Management from ISEG - Lisbon School of Economics and Management (University of Lisbon), and a Master's degree in Marketing from ISEG. Her research interests include Integrated Marketing Communication, Organizational Reputation, Stakeholder Theory, Individual and Organizational Values and Reputation, Marketing Ethics, Internal Communication, Sustainability Communication, Responsible and Sustainable Communication and Marketing.