Driving Innovation. Communication at the Heart of European Universities' Transformation

All the conference activities take place at the Nova School of Business & Economics - Campus Carcavelos in the area between the Jerónimo Martins Grand Auditorium, EDP Plaza and the Ming C. Hsu Executive Hall (Building E).

 

CONFERENCE PROGRAMME

 

Wednesday August 20, 2025

15:00-19:00

Registration of participants
Registration and Information Desk
EDP Plaza

 

16:00-17:30

Directors’ Briefing (on invitation)
Gian-Andri Casutt, Vice-president of EUPRIO
Uwe Steger, EUPRIO Steering Committee National Representative for Austria
Bettina Neunteufl, President of EUPRIO
Ming C. Hsu Executive hall - Room E008 (ground floor)

18:00-19:00

Special event for new-comers
Bettina Neunteufl, President of EUPRIO
EUPRIO Steering Committee Members
Jerónimo Martins Grand Auditorium

 

19:00-21:00

Welcome Event (dress code: casual)
Filipa Luz, Executive Director of Brand, Communication & Marketing and Filipa Barata, Director of Communication - Nova School of Business & Economics (Portugal)
Bettina Neunteufl, President of EUPRIO
Showing up of the Local and Organising Committee
Alumni Lounge

 

 

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Thursday August 21, 2025

09:30-18:30

Registration and Information
Registration and Information Desk
EDP Plaza

 

10:00-10:15

Conference Opening
Bettina Neunteufl, President of EUPRIO
Filipa Luz, Executive Director of Brand, Communication & Marketing - Nova School of Business & Economics (Portugal)
Showing up of the Executive Board and the Local and Organising Committee
Jerónimo Martins Grand Auditorium

10:15-11:00

Keynote speech
The AI Revolution in Real Time: Making Sense of a World in Transformation
Marcel Salathé, PI of the Lab of Digital Epidemiology, and co-director of the EPFL AI Center - EPFL (Switzerland)
Jerónimo Martins Grand Auditorium

11:00-11:30

Panel discussion and questions&answers
Moderated by Marcin Witkowski, EUPRIO Executive Board
Jerónimo Martins Grand Auditorium

11:30-12:15

CNN Portugal
Jerónimo Martins Grand Auditorium

12:15-12:30

Group photo
Outside the Jerónimo Martins Grand Auditorium

 

12:30-14:30

Lunch
Restaurant Tent

 

14:30-15:15

Award projects presentation
Hannamaija Helander, Chair of the Awards Jury
Jerónimo Martins Grand Auditorium

15:15-16:00

Coffee break and posters session (voting online)
EDP Plaza

16:00-17:00

Parallel Sessions 1 (10 workshops/presentations)
Ming C. Hsu Executive Hall - different rooms ground and first floor  

Discover the parallel sessions

1. Navigating crises in Higher Education: practical communication strategies (W)
   Andreas Archut, Director of Communication - University of Bonn (Germany)
   Room E006 SUMOL+COMPAL (80 places)

2. From prospective student to alumnus: mapping the student journey (W)
   Ebba Kristina Thorolvsen, Communication Officer – University of West (Sweden)Evelina Olsson, Communication Officer – University of West (Sweden)
   Room E004 Caixa BI (80 places)

3. Communications against the machine: using media coverage to influence government policy (P)
   Edd McCracken, Head of Research Communications - The University of Edinburgh (United Kingdom)
   Room E003 Mauricia Godinho Lopes (55 places)

4. The spy uncovered and the communication lessons learned (P)
   Gea Kääpa, Head of Communication – University of Tartu (Estonia)
   Room E005 Isabel Saraiva & Fernando Sapinho (55 places)

5. When everybody is going AI … How to stay human? (P)
   Jutta Kasslin, Head of Marketing – Aalto University (Finland)
   Helena Vannas, Digital Marketing Lead – Aalto University (Finland)
   Room E002 Reformosa (80 places)

6. Discussing topics like health and climate change can be scary: How to get people to listen (P)
   Jana Wilbricht, Head of Communications BCEPS Centre of Excellence – University of Bergen (Norway)
   Room E105 Samuel Da-Rocha-Lopes (36 places)

7. Managing a transversal theme (P)
   Julie Haffner, Press officer and deputy editor in chief – EPFL (Switzerland)
   Anne-Muriel Brouet, Scientific writer – EPFL (Switzerland)
   Room E107 TBD (36 places)

8. A communication academy for scientists: Empowering researchers to navigate the new communication landscape (W)
   Christoph Elhardt, Media spokeperson and Communication specialist – ETH Zürich (Switzerland)
   Gertrud Lindner, Communication manager Corporate Communications – ETH Zürich (Switzerland)
   Room E007 Caixa BPI | Fundação "la Caixa" (55 places)

9. Breaking: Universities killed by their own success? (W)
   Sys Christina Vestergaard, Head of Communication and Press – Aarhus University (Denmark)
   Room E108 Luis Miguel Sousa (46 places)

10. Finding tomorrow’s answers together: Lessons from Maastricht University’s new campaign and repositioning process (P)
    Roel van Herpt, Director of Marketing and Communications – Maastricht University (Netherlands)
    Room E109 Vieira de Almeida (50 places)

 

17:00 - 18:00

Parallel Sessions 2 (10 workshops/presentations)
Ming C. Hsu Executive Hall - different rooms ground and first floor

Discover the parallel sessions

1. Navigating crises in Higher Education: practical communication strategies (W)
   Andreas Archut, Director of Communication - University of Bonn (Germany)
   Room E006 SUMOL+COMPAL (80 places)

2. From prospective student to alumnus: mapping the student journey (W)
   Ebba Kristina Thorolvsen, Communication Officer – University of West (Sweden)Evelina Olsson, Communication Officer – University of West (Sweden)
   Room E004 Caixa BI (80 places)

3. Communications against the machine: using media coverage to influence government policy (P)
   Edd McCracken, Head of Research Communications - The University of Edinburgh (United Kingdom)
   Room E003 Mauricia Godinho Lopes (55 places)

4. The spy uncovered and the communication lessons learned (P)
   Gea Kääpa, Head of Communication – University of Tartu (Estonia)
   Room E005 Isabel Saraiva & Fernando Sapinho (55 places)

5. When everybody is going AI … How to stay human? (P)
   Jutta Kasslin, Head of Marketing – Aalto University (Finland)
   Helena Vannas, Digital Marketing Lead – Aalto University (Finland)
   Room E002 Reformosa (80 places)

6. Discussing topics like health and climate change can be scary: How to get people to listen (P)
   Jana Wilbricht, Head of Communications BCEPS Centre of Excellence – University of Bergen (Norway)
   Room E105 Samuel Da-Rocha-Lopes (36 places)

7. Managing a transversal theme (P)
   Julie Haffner, Press officer and deputy editor in chief – EPFL (Switzerland)
   Anne-Muriel Brouet, Scientific writer – EPFL (Switzerland)
   Room E107 TBD (36 places)

8. A communication academy for scientists: Empowering researchers to navigate the new communication landscape (W)
   Christoph Elhardt, Media spokeperson and Communication specialist – ETH Zürich (Switzerland)
   Gertrud Lindner, Communication manager Corporate Communications – ETH Zürich (Switzerland)
   Room E007 Caixa BPI | Fundação "la Caixa" (55 places)

9. Breaking: Universities killed by their own success? (W)
   Sys Christina Vestergaard, Head of Communication and Press – Aarhus University (Denmark)
   Room E108 Luis Miguel Sousa (46 places)

10. Finding tomorrow’s answers together: Lessons from Maastricht University’s new campaign and repositioning process (P)
    Roel van Herpt, Director of Marketing and Communications – Maastricht University (Netherlands)
    Room E109 Vieira de Almeida (50 places)

 

18:00-20:00

Free time

 

20:00-23:30

Networking dinner (dress code: casual)
Forte de São Julião da Barra - Av. Marginal 10, 2780-267 Cruz Quebrada (Portugal)

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Friday August 22, 2025

09:30-17:30

Information
Registration and Information Desk
EDP Plaza

10:00-11:00

Parallel Sessions 3 (10 workshops/presentations)
Ming C. Hsu Executive Hall - different rooms ground and first floor

Discover the parallel sessions

1. Engaging students in the digital era: Lessons from ULiège's TikTok and Instagram journey (P)
   Alice Lacroix, Community Manager – Université de Liège (Belgium)
   Room E002 Reformosa (80 places)
    
2. The future of Science Communication: AI-Driven insights and trends (W)
   Andrea Costa, Scientific Communicator – Università Bocconi (Italy)
   Room E004 Caixa BI (80 places)
    
3. Finding students: Dive into data-driven targeting strategies from the University of Suffolk and Bath Spa University (P)
   John Cavani, Director of Marketing, Communications and International – University of Suffolk (United Kingdom)
   Ben Hughes, Director of Student Recruitment & Marketing and Deputy Pro Vice-Chancellor Academic Planning – Bath Spa University (United Kingdom)
   Room E005 Isabel Saraiva & Fernando Sapinho (55 places)
    
4. AI-Powered content creation: Boosting communication in Higher Education (W)
   Julius Wesche, Research/Founder - NTNU / Science Impact Academy (Norway)
   Room E003 Mauricia Godinho Lopes (55 places)
    
5. University and societal impact: how and what to misure? Presenting case Aalto University impact report and methodology (P)
   Katja Lahti, Senior Communications Specialist – Aalto University (Finland)
   Room E007 Caixa BPI | Fundação "la Caixa" (55 places)
    
6. Open science communication: Ensuring digital sovereignty (P)
   Melianie Bartos, Science communicator – University of Innsbruck (Austria)
   Room E108 Luis Miguel Sousa (46 places)
    
7. From social platforms to people: Elevating university communication through public affairs, personal relations, and strategic networks (W)
   Ole Frank Nielsen, Special Consultant – Faculty of Arts Aarhus University (Denmark)
   Room E006 SUMOL+COMPAL (80 places)
    
8. Empowering internal cooperation: How social media templates can drive process improvement (P)
   Michel Andreas Büchel, Responsible Social Media & Content Creator - ETH Zürich (Switzerland)
   Vinzenz Greiner, Responsible Social Media & Online News - ETH Zürich (Switzerland)
   Room E109 Vieira de Almeida (50 places)
    
9. How to communicate Artificial Intelligence to the university? Is AI fair and what is the significance of its implementation? Are we doomed to use AI tools while building up a narrative on the AI usage? (W)
   Daniel Kaszyński, AI Expert within AI Lab SGH - SGH Warsaw School of Economics (Poland)
   Ewelina Kędzior, AI Researcher within AI Lab SGH - SGH Warsaw School of Economics (Poland)
   Room E105 Samuel Da-Rocha-Lopes (36 places)
    
10. Promoting student mobility through effective cross-media communication (P)
    Lina Hörügel, Head of International University Communication - Leipzig University (Germany)
    Josephine Petzold, Coordinator Digital Communication - Leipzig University (Germany)
    Katharina Pingel, Head of Process Development and Digital Communication - Leipzig University (Germany)
    Room E107 TBD (36 places)

 

11:00-11:45

Coffee break and posters session (voting online)
EDP Plaza

11:45-13:00

The EMP results: an open discussion (5 talk on the topic of the EMP projects 2024-2025)

1. Let's focus on Internal Comms! 
   Katelijne Ulenaers - Universiteit Hasselt (Belgium)
   Room E002 Reformosa (80 places)
   
   
2. Storytelling for impact in European Universities alliances
   Deirdre Kilbride - Una Europa vzw (Belgium)
   Room E006 SUMOL+COMPAL (80 places)
    
3. Crisis communication – navigating in a turbulent Europe
   Marlene Günsberg - Hanken School of Economics (Finland)
   Farida Khali - Université de Fribourg (Switzerland)
   Room E004 Caixa BI (80 places)
    
4. How can we use automation and AI to enhance our social media strategies without losing the human touch?
   Esther Van Kan - TU Delft (Netherlands)
   Room E003 Maurícia Godinho Lopes (55 places)
    
5. Partnership between universities and the socio-economic environment: communication, best practices, and strategies for effective collaboration
   Ewelina Kolendowicz-Ossowska - Uniwersytet SWPS (Poland)
   Room E109 Vieira de Almeida (50 places)
    

13:00-15:00

Lunch and posters session (voting online)
Restaurant Tent

15:00-16:00

Parallel Sessions 4 (10 workshops/presentations)
Ming C. Hsu Executive Hall - different rooms ground and first floor

Discover the parallel sessions

1. Engaging students in the digital era: Lessons from ULiège's TikTok and Instagram journey (P)
   Alice Lacroix, Community Manager – Université de Liège (Belgium)
   Room E002 Reformosa (80 places)
    
2. The future of Science Communication: AI-Driven insights and trends (W)
   Andrea Costa, Scientific Communicator – Università Bocconi (Italy)
   Room E004 Caixa BI (80 places)
   ​​​​​​​
3. Finding students: Dive into data-driven targeting strategies from the University of Suffolk and Bath Spa University (P)
   John Cavani, Director of Marketing, Communications and International – University of Suffolk (United Kingdom)
   Ben Hughes, Director of Student Recruitment & Marketing and Deputy Pro Vice-Chancellor Academic Planning – Bath Spa University (United Kingdom)
   Room E005 Isabel Saraiva & Fernando Sapinho (55 places)
    
4. AI-Powered content creation: Boosting communication in Higher Education (W)
   Julius Wesche, Research/Founder - NTNU / Science Impact Academy (Norway)
   Room E003 Mauricia Godinho Lopes (55 places)
    
5. University and societal impact: how and what to misure? Presenting case Aalto University impact report and methodology (P)
   Katja Lahti, Senior Communications Specialist – Aalto University (Finland)
   Room E007 Caixa BPI | Fundação "la Caixa" (55 places)
    
6. Open science communication: Ensuring digital sovereignty (P)
   Melianie Bartos, Science communicator – University of Innsbruck (Austria)
   Room E108 Luis Miguel Sousa (46 places)
    
7. From social platforms to people: Elevating university communication through public affairs, personal relations, and strategic networks (W)
   Ole Frank Nielsen, Special Consultant – Faculty of Arts Aarhus University (Denmark)
   Room E006 SUMOL+COMPAL (80 places)
    
8. Empowering internal cooperation: How social media templates can drive process improvement (P)
   Michel Andreas Büchel, Responsible Social Media & Content Creator - ETH Zürich (Switzerland)
   Vinzenz Greiner, Responsible Social Media & Online News - ETH Zürich (Switzerland)
   Room E109 Vieira de Almeida (50 places)
    
9. How to communicate Artificial Intelligence to the university? Is AI fair and what is the significance of its implementation? Are we doomed to use AI tools while building up a narrative on the AI usage? (W)
   Daniel Kaszyński, AI Expert within AI Lab SGH - SGH Warsaw School of Economics (Poland)
   Ewelina Kędzior, AI Researcher within AI Lab SGH - SGH Warsaw School of Economics (Poland)
   Room E105 Samuel Da-Rocha-Lopes (36 places)
    
10. Promoting student mobility through effective cross-media communication (P)
    Lina Hörügel, Head of International University Communication - Leipzig University Josephine Petzold, Coordinator Digital Communication - Leipzig University Katharina Pingel, Head of Process Development and Digital Communication - Leipzig University
    Room E107 TBD (36 places)

16:15-17:15

EUPRIO Members' Forum & Awards Ceremony
Jerónimo Martins Grand Auditorium  

17:15-18:00

Endnote speech
AI & Automation in Higher Education Marketing
Pedro Gardete, President of the Scientific Council and Professor of Marketing - Nova School of Business & Economics (Portugal)
Jerónimo Martins Grand Auditorium  

18:00-18:15

Conference closure
Bettina Neunteufl, President of EUPRIO
Jerónimo Martins Grand Auditorium

 

18:15 - 20:00

Free time

 

20:00-00:30

Farewell Party (dress code: casual)
Nova SBE Roof top

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Saturday August 23, 2025

08:30-17:30

Journey home