Lisbon, 22 April (online)
Wednesday, 6-8.30pm

Porto, 25 May (online)
Monday, 6-8.30pm

With Maria Vlachou

In Portugal, most cultural organisations consider their “mission” to be the description of what they do. Thus, we have many – so many – museums that collect, preserve, study and exhibit; or many – so many – theatres that present theatre and dance pieces, concerts, debates, etc. Rarely, however, do they question why they do what they do, what their intention is, why they exist, and who would miss them if they didn’t exist…

In this seminar we will examine ways of answering these questions so that we can make clear (to society, but first to ourselves) what moves us and what citizens can expect from us. By looking at a number of concrete examples, domestic and foreign, we will see how a clear mission statement – short, clear, concise – allows us to better orientate our work, invest on existing resources, meet objectives and meet the needs and demands of the communities we claim to be serving.


Maria Vlachou is a Cultural Management and Communications Consultant . Founding member and Executive Director of  Acesso Cultura. Author of the blog Musing on Culture, where she writes about culture, cultural management and communications, audiences, access. Manager of the Facebook page Museum Texts and co-manager of the Museums and Migration blog. She was Communications Director at São Luiz Teatro Municipal (2006-2012) and Communications Manager of the Pavilion of Knowledge – Ciência Viva (2001-2006). Board Member of  ICOM Portugal (2005-2014) and editor of its newsletter. Fellow of ISPA – International Society for the Performing Arts (2018 and 2020). Alumna of the DeVos Institute of Arts Management at the Kennedy Center for the Performing Arts (Washington, 2011-2013); Master in Museum Studies from University College London (1994).