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March 12, 2019

Three-day training programme in International Protocol, Diplomacy and Strategic Relationship Management in Addis Ababa, Ethiopia, 12-14 March 2019.

DAY ONE : 12 March 2019

08.30-09.00     Registration& coffee

 09.00-09.15    Opening remarks: Introduction by GilbertMonod de Froideville, Director of Protocol International, and Mark Verheul, Master Trainer.

09.15-10.30    Introduction to protocol by Gilbert Monod

 ·     Introduction

·     Protocol versus etiquette

·     Etiquette and its history

·     Protocol and its history

·     The role of protocol in the private and public sector

·     Protocol and cultural differences

 10.30-10.45    Break

10.45-12.15   Order of Precedence and the Applications of Protocol byGilbert Monod

 ·     Introduction and history

·     What is an order of precedence? How is the order of precedence set at an international organisation or corporation?

·     Comparison of countries around the world

·     Applications of protocol

·     Seating arrangements: lunch/dinner or at ceremonies

·     Greeting procedures, processions, receptions and cortèges

·     Various facts, trivia, and guidelines

Participants will learn to define an order of precedence, its usage and importance as a protocol tool, how to determine precedence of individuals, Heads of State, DiplomaticMissions, representatives of the business sector, visitors, country flags and how to apply it to seating strategies.

 12.15-13.30     Lunch

13.30-15.00     Strategic Networking (part 1) by Mark Verheul

 ·      How to stage the most effective relationship encounter?

·      Return-on-relationships

·     The management of hospitality and effective relationship meetings 

1.   Set-up of a network meeting

2.   Composing a guest list

3.   Invitations, forms of address and dress codes

 Participants will learn how to engage with internal and external stakeholders in order to reach the organisation’s goals and objectives. In that respect, the exact roles in event management are defined for the protocol officer, host and guest.

 15.00-15.15     Break

15.15-16.30     The role of the media and security related to protocol management by Mark Verheul

Participants will learn what role (social) media plays in official events, the importance of media coverage or a press conference and the impact security might have nowadays in realising public events and ceremonies.  

 16.30-17.30     The image and reputation of protocol in modern days

Participants will discuss the present day practices of diplomacy and doing business, in which protocol tends to become less rigid than in thepast. Protocol even seems useless in the eyes of some current politicians; what does this mean for the future of protocol?    

 DAY TWO: 13 March 2019

09.00-10.15     Types of visits and their components, gift exchange and exchange of honours by Gilbert Mono

Participants will learn the differences in International Visits (state visits, official visits, working visits and private visits). Learn to identify key elements to consider when selecting an appropriate gift and understand how culture affects the gift selection. They will learn more about the reciprocity of the exchange of honours.

10.15-10.30     Break

10.30-12.15    Ceremonies, traditions and rituals by Gilbert Monod

 ·     Introduction

·     Meaning of a ceremony

·     Organising a ceremony

·     Components of a ceremony

·     State ceremonies

Participants will learn the history of ceremonies. Understand the common practices and key elements of ceremonies.

They will learn that a ceremony is a celebration for a visitor, community, business or organization, which marks an event with tradition and commonality creating a memory of a lifetime. They will learn how to organize a ceremony.

 12.15-13.30     Lunch

 13.30-15.15     Strategic Networking (part 2) by Mark Verheul

 ·     The management of hospitality and effective relationship meetings 

4.   Briefing/training of the hosts

5.   Staging the encounter; the role of the protocol officer, the guest and the host

6.   Evaluation & follow-up

 Participants will learn how to engage with internal and external stakeholders in order to reach the organisation’s goals and objectives. In that respect, the exact roles in event management are defined for the protocol officer, host and guest.

 15.15-15.30     Break

 15.30-16.30    Risk management related to events by Mark Verheul

·      Riskmanagement & unforeseen circumstances

·      ‘Why do mistakes, disasters or ad hoc changes happen in event management?’

o  Inadequate information

o  Unclear/wrong goals and requirements

o  Failures of communication and management

o  Inadequate resources

o  Unproven technology

o  External events

 Participants will learn how to make an event matter and how to prevent project management disasters?

16.30-17.30     The characteristics of a good protocol officer by Mark Verheul

 Participants will learn what defines a good protocol officer. Which role he/she plays in relation to communication and policy officers, how to deal with their boss (who might not always be in love with protocol) and how can he/she make a difference and positive impact with public appearances?

 DAY THREE: 14 March 2019

 09.00-10.30     Planning and managing PR campaigns and strategies and its measuring and evaluating by MarkVerheul

 ·      What are PR campaigns and what are the best practices for putting together campaigns and strategies?

·      What does the campaign / strategy process look like?

·      How to go about putting together a campaign and evaluating it?

10.30-10.45     Break

10.45-12.15     InterculturalCommunication by Mark Verheul

·     Discussing several theories about cultural differences:

o  When Cultures Collide: Leading across cultures (Lewis)

o  Riding the Waves of Culture: Understanding Cultural Diversity inBusiness (Trompenaars & Hampden-Turner)

o  Do’s and Taboos of Hosting International Visitors (Axtell)

·     Interactive Exercise

 12.15-13.30     Lunch

13.30-15.00     Flags, anthems and logos by Gilbert Monod

 ·     Introduction

·     Flagcodes

·     Rules for using flags

·     Flag protocol and flag order

·     Application of flag protocol

·     Use of national anthems

·     Use of logos

Participants will learn the appropriate way to display country flags, laws, customs and observances, how to show proper respect during national anthems and determine flag and logo precedence.

 15.00-15.15     Break

 15.15-16.45     Sharing of several case studies and best practices        

Participants will be encouraged to share an interesting case study out of their own experience as well. What went well or what went wrong? What are lessons learned and where is room for improvement?

 16.45-17.30     Presentation of certificates, followed by drinks


 Registrations can be made until 12February 2019 via our website (click on courses).

A minimum of eight participants is required.  

Confirmation of the course will be communicated by email.

The admission fee will amount US$1,950 and will cover the following expenses:

·     Coffee, tea and luncheon on each training day.

·     Signed copy of the book ”An Experts’ Guide to International Protocol”.

·     Certificate of attendance.

The admission fee or a pre-payment of 30% needs to be paid after confirmation before 13 February 2019.



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