Patrícia Tavares is an Assistant Professor of Communication Sciences at the Portuguese Catholic University of Lisbon Faculty of Human Sciences. She is the Adjunct Coordinator of the Masters in Communication Studies. She holds a PhD in Management from ISEG - Lisbon School of Economics and Management (University of Lisbon), a Master's degree in Marketing also from ISEG, a Bachelor's degree in Communication Sciences from Universidade Nova de Lisboa and a Post-graduate Degree in Marketing Management, from ISEG. She worked as a Visiting Assistant Professor of Strategy and Marketing in the Management Department of ISEG - Lisbon School of Economics and Management, University of Lisbon, since 2009 and until 2022. Her teaching areas included Integrated Marketing Communications in the Master in Marketing, Operational Marketing, Strategic Marketing, Introduction to Management and Business Strategy in the Bachelor's Degree in Management. Additionally, she has taught regularly in several post-graduate courses, such as Marketing Management and Sustainability Management. Between 2010 and 2019, she co-coordinated the Post-Graduate degree in Marketing Management, Communication and Multimedia. In parallel, she developed communications consulting work, focusing on communication projects in crisis and organizational reputation management. Currently, at the Faculty of Human Sciences, in the Catholic University of Lisbon, she teaches in the Undergraduate Program in Communication and Cultural Sciences, in the Master's degree in Communication Studies, and the Master's in Asian Studies. From 2004 to 2010, she was an Assistant at UAL, the Autonomous University of Lisbon. She taught Psychosociology of Communication, Public Communication and Politics, Organizational Consulting and Organizational Change and Development in the Psychology degree. She supervised 55 dissertations/projects for the Master's degree in Marketing, one project for the Master's degree in Science and Technology at ISEG Lisbon School of Economics and Management and a Dissertation on the Master's degree in Management and Industrial Strategy at ISEG - Lisbon School of Economics and Management, and one dissertation in co-orientation at the Master's degree in Business Sciences at ISEG. She received two "Honorable Mentions as Best Lecturer" prizes from the Management Department of ISEG. She has published in international peer-reviewed journals and proceedings at international conferences. She has also published a book chapter on Reputation as a Strategic Asset. Her research interests include Integrated Marketing Communications, Organizational Reputation, Organizational Values and Stakeholder Theory, Individual and Organizational Values and Reputation, Marketing Ethics, Internal Communication, Sustainability Communication, Communication and Responsible and Sustainable Marketing. Her professional experience began in 1995, as an intern journalist, in a weekly newspaper, where she was until 1997. From 1997 to 2002, she was a Director at Burson-Marsteller, today BCW (https://bcw-global.com/), a multinational in Communications Consulting. She has extensive experience in national and international projects, in several sectors of activity, and areas of intervention, such as strategic communication plans, media relations, media training, product communication, event management, crisis training, corporate social responsibility, institutional communication and reputation management.