Institutional Communication

FE-Unicamp launches Communication Policy and promotes reflection on the strategic role of public communication in universities.

The event brought together managers, teachers, and journalists to discuss building a democratic and integrated communication culture.

November 19 2025

authorship Institutional Communication

Photography Gabrielle Melo Eric Ostroski

Communication that integrates, educates, and transforms.

The main reflection that guided the seminar “Communication Strategies for Institutional StrengtheningThe event, held on November 7th at the Faculty of Education of Unicamp (FE-Unicamp), was that Communicating goes far beyond simply informing. — it is about creating connections, promoting dialogue, and consolidating the public identity of universities.

The discussion, which marked the launch of the Institutional Communication Policy and the Unit's Visual Identity Manual, brought together managers, faculty, and journalists to debate the strategic role of communication in building more democratic, transparent institutions that are closer to society.

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More than just presenting two management tools, the event promoted a deep reflection on the role of public communication in universities and its potential to consolidate democratic, transparent institutions that are closer to society.

The opening, conducted by Professor Dr. Débora JeffreyThe Director of FE-Unicamp highlighted the administration's commitment to strengthening internal dialogue and creating the institutional communication sector.

“This is an important moment for the Faculty of Education, which has long felt the need to better understand itself, to communicate with itself and its community. Communication is a structuring axis of public university management that allows us to see who we are, to engage in external dialogue, and to strengthen our institutional identity.” — said Professor Jeffrey.

A pioneering step within Unicamp

Representing the rector of Unicamp, the Prof. Dr. Márcio Cataia, Coordinator of the Executive Secretariat of Communication (SEC), who was also at the opening session, highlighted the innovative and inspiring nature of the initiative.

Photograph showing a man looking straight ahead. The man is white, has gray hair and beard, is wearing a white shirt and glasses with black frames. In front of him is a microphone. In the background is a white wall. End of description.

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“The Faculty of Education is taking an exemplary step by building its own communication policy. This represents institutional maturity and strategic vision. FE-Unicamp shows that communication is a link of integration between people, units, and campuses.”, highlighted.

Professor Cataia also highlighted the role of communication in strengthening the university and emphasized that communication is at the heart of the university's integration process.

“Communication is at the heart of internal and external dialogue. It is through communication that we translate our scientific and social mission to society. The work developed by FE-Unicamp shows how crucial communication can be within the units.”, completed.

Politics built by many hands.

Journalist and researcher Erika Blaudt, a Fapesp scholarship recipient at FE-Unicamp and responsible for drafting the document, presented the Institutional Communication Policy, approved by the Faculty's Congregation, and the Unit's Visual Identity Manual.

“This is a milestone for the Unit, built collaboratively. We consulted with faculty, staff, and students to ensure the result reflected the diversity of our community. The policy was created with the purpose of guiding ethical, inclusive, and accessible practices aligned with the institutional mission of FE-Unicamp.”He explained.

The documents establish principles based on transparency, ethics, diversity, accessibility, inclusion, and public commitment, as well as connecting the institutional, scientific, digital, and educational dimensions of university communication.

Good practices and ethics in public communication.

The journalist of Faculty of Applied Sciences (FCA/Unicamp), Cristiane Kampf, shared the unit's experience in integrating communication, management, and the academic community, highlighting the importance of networking within the university.

“Communication needs to be collaborative, connecting units through shared practices. When local advisory services work in a coordinated manner, they strengthen Unicamp's institutional identity and make information more accessible and understandable to the entire community.”, he said.

Cristiane also highlighted that university communication must adapt to the specificities of each context, without losing alignment with the institution's values.

The course coordinator of Nursing Department of the Nursing School of Unicamp (Fenf-Unicamp), Prof. Dr. Ariane Polidoro Dini, reinforced this view, emphasizing that communication plays an essential role in academic and social integration.

"Communication is what connects the university to society. It is through communication that we can give visibility to our actions, promote the exchange of knowledge, and strengthen the sense of belonging among students, staff, and faculty.", stated

Closing the panel, the journalist from Institute of Philosophy and Human Sciences (IFCH/Unicamp) and director of Union of Professional Journalists of the State of São Paulo, Valério Paiva, brought forth compelling reflections on biases Ethical and political aspects of communication in public universities. and autonomy in the work of public communicators.

"University communication cannot be merely an instrument for institutional dissemination. It must serve democracy, guaranteeing plurality, critical thinking, and transparency. Our role as communicators is to build bridges, not showcases.", intensified.

Valério emphasized that strengthening public communication requires professional autonomy, working conditions, and recognition of the strategic role of journalists in educational institutions.

“Good communication is not achieved solely through technique, but also through ethics, social commitment, and freedom of expression. This is what sustains the credibility and public value of the university. Furthermore, journalists within public institutions have a duty to mediate information with critical thinking and a commitment to the collective interest.”, he defended.

Paiva emphasized that valuing communication professionals is fundamental to guaranteeing a pluralistic and democratic university.

"Good communication is not just about technique, but also about ethics and professional freedom.", he concluded.

Communication is about creating connections.

The highlight of the event was the lecture by the regional director of Brazilian Association of Public Communication (ABC Pública), Prof. Dr. Michel CarvalhoIn his speech, he also introduced the 12 principles of public communication defined by ABC Pública — including access to information, active listening, ethics, impartiality, and inclusion — and highlighted that the university should lead this movement in the country.

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He presented a systemic view of strategic communication and emphasized that publicizing is not the same as communicating.

“Public communication is dialogue, listening, and creating connections. It should be treated as a state policy—continuous, impersonal, and at the service of the citizen.”, he emphasized.

Carvalho also highlighted the duty of universities in strengthening democracy:

"Academic institutions need to transform knowledge into socially recognized value. And this is only possible when they communicate strategically and are committed to the public interest.", assured.

Launch of the Visual Identity Manual

The event concluded with the official launch of the FE-Unicamp Visual Identity Manual, presented by Erika Blaudt; FE-Unicamp project manager, Giovanna Romaro; and students Laura Mattiuso (scholarship recipient), Laura Emídio (intern), Laura Silva, and Rayan Silva (scholarship recipients), who are part of the project.

Photograph showing two women seated at a table speaking at an event. On the left, there is a white woman with straight, medium-length brown hair, wearing a white blazer with black stripes and speaking into a microphone. On the right, there is a white woman with straight, short blonde hair, wearing a purple blouse and glasses with black frames. In the background, there is a white wall. End of description.

Photograph showing four women seated at a table speaking at an event. From left to right: white woman with straight brown hair wearing a white blazer; white woman with straight blonde hair wearing a purple blouse; mixed-race woman with curly brown hair wearing a black blouse and holding a microphone; and white woman with straight red hair. On the table, there are microphones and glasses of water. In the background, there is a white wall. End of description.

The material guides the use of graphic elements, institutional language, and accessibility guidelines, consolidating the Faculty's public commitment to inclusive, representative communication that is consistent with Unicamp's values.

“Communicating is about building bridges between the university and society. It's about educating through dialogue, listening, and transparency.”"That's what Blaudt summarized, in a sentence that encapsulated the foundation of the seminar."

Watch the full event:
The video of the seminar is available on the Faculty of Education's YouTube channel:

Photograph showing a group of five people seated, performing a musical presentation. The environment is well-lit, with light-colored walls and floor, a large table, chairs, and microphones. From left to right: a man with dark brown skin and short, curly black hair wearing a black shirt, black shorts, and white sneakers, playing a tambourine; a woman with light beige skin and straight brown hair tied in a bun wearing a black shirt, jeans, black heels, and playing a viola; a man with light beige skin and short, straight brown hair wearing a black t-shirt, jeans, and black sneakers, playing a guitar; a man with rosy beige skin and short, straight brown hair with a long brown beard wearing a caramel-colored t-shirt, white pants, and black sneakers, playing a flute; a woman with light beige skin and straight brown hair tied in a bun wearing a black shirt, black pants, and white sneakers, playing a violin. End of description.

Photograph showing two women in the audience at an event. They are smiling at the camera. The woman on the left is white, has long, straight blonde hair and is wearing a green shirt. The woman on the right is black, has curly brown hair tied back and is wearing a white patterned blouse, glasses with colorful frames, a large blue necklace and large hoop earrings. In the background, there are more people in the audience at the event. The venue is indoors with windows letting in sunlight. End of description.