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September 9, 2019

Two-day training programme in International Protocol, Diplomacy and Strategic Networking at Comillas Pontifical University, Madrid, Spain

Registrations can be made until 26 August 2019 via

www.protocol-int.com/courses or info@markverheul.com.

The admission fee will amount 1,095 Euro and will cover the following expenses:

  • • Coffee, tea and luncheon on both training days.
  • • A copy of “Guía de Expertos en Protocolo Internacional”.
  • • Certificate of attendance.
  • • Attendance at the Spanish book launch event.

The admission fee needs to be paid within two weeks after subscription.


DAY ONE, 9 September 2019

08.30-08.45 Registration & coffee

08.45-09.00 Opening remarks

Introduction of Gilbert Monod de Froideville, Director of Protocol International, and Mark Verheul, Master Trainer.

09.00-10.15 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


10.15-10.30 Break

10.30-12.30 Order of Precedence and the Applications of Protocol by Gilbert Monod

• Introduction and history

• What is an order of precedence? How is the order of precedence set at an international organization or corporation?

• Comparison of countries around the world

• Applications of protocol

• Seating arrangements: lunch/dinner or at ceremonies

• Greeting procedures, processions, receptions and cortèges

• Flag protocol and logos

• 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, Diplomatic Missions, representatives of the business sector, visitors, country flags and how to apply it to seating strategies. 7


12.30-13.30 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 organization’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 -17.00 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

DAY TWO, 10 September 2019


08.30-08.45 Coffee upon arrival

08.45-10.15 Types of visits and their components, gift exchange and exchange of honors and advanced strategies by Gilbert Monod

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 honors. They will learn how to compose an advance team and to formulate a mission statement for an event or visit as well.

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.

12.15-13.15 Lunch


13.15-14.00 Risk management related to events by Mark Verheul

• Risk management & 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?

14.00-15.00 Planning and managing PR campaigns and strategies and its measuring and evaluating by Mark Verheul

• 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?

15.00-15.15 Break

15.15-16.00 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. 10

16.00-17.00 Intercultural Communication 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 in Business (Trompenaars & Hampden-Turner)

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

17.30-19.30 Book launch of “Guía de Expertos en Protocolo Internacional: Buenas Prácticas en Relaciones Diplomáticas y Corporativas”

Presentation of certificates followed by drinks.







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