Business Protocol And Public Affairs

  • Business Protocol And Public Affairs

Rules and procedures in Business and Advocacy

  • Economic Diplomacy and Trade Missions
  • Country Branding
  • Intercultural Negotiations
  • Conflict Management
  • Events Organisation, Diplomatic and Business Protocol
  • Image and VIP Management
  • Image and Business Table Protocol
  • Business Diplomacy Case Study
  • Institutional Relations
  • Advocacy and Lobbying
  • Coalition Building
  • Reputation Management and Media Relations


Economic Diplomacy and Trade Missions |400

This unit explores the role of diplomacy from an economic context. A significant proportion of diplomatic activity is devoted to facilitating trade and economic relations. The unit accordingly explains how diplomacy boosts business trade missions in today’s international society.


Country Branding |401

This unit offers insight into how countries attempt to project their image abroad. It also takes into
account the contribution of companies and diplomatic missions worldwide, along with evaluation of the country brand index to explain differential market positioning between countries.


Intercultural Negotiations |402

This unit addresses an increasingly important consideration in the contemporary business diplomacy negotiations: different business cultures, communication styles, and ethicalassumptions across societies. It tells how to deal with and appreciate these differences in negotiations through effective cross cultural communication, cross-border management styles, and ethical discernment.


Conflict Management |403

This unit outlines conflict in a business setting: what is considered a conflict, discerning the cause
of the conflict, exploring how conflicts escalate, and discovering one’s personal style of conflict
management. It further looks into the philosophy of mediation and mediation techniques.


Events Organisation, Diplomatic & Business Protocol |404

This comprehensive unit explores organisation of events according to diplomatic and business protocol. It describes the use of event guidelines, checklists, and protocol manuals; strategic communication of the event; soft solutions for disagreements; and the etiquette of image and dress code. It further covers the protocol involved in VIP management, greetings, salutes and positions of honour, board meetings, gift exchange, and international procedures.


Image and VIP Management |405

This unit elucidates the procedures and practices by which international institutions overcome the challenges of differing cultural specificities in their practice of high-level protocol, highlighting the criteria of rank and seniority. It then addresses frequent practices in business diplomacy, notably greetings, salutes, and positions of honour, board meetings, and gift exchange.


Image and Business Table Protocol |406

This unit’s focuses on how cultural differences, communication styles and ethical assumptions can influence one’s participation at the negotiation table, and in what way protocol can soften the negotiation process, yielding the successful results one is looking for, whilst preserving or even increasing own and the company’s reputation.


Business Diplomacy – Case Study |407

This unit explores business diplomacy by taking and analysing a real-life example of an organisation and the types of events it organises as well as the application of the corporate culture to organisation of events.


Institutional Relations |408

This unit provides an understanding of European Union (EU) institutional relations from the perspective of a public affairs consultancy. It explains advocacy in Europe, and the procedure of lobbying in the EU: why lobbying is important in the EU, towards whom to direct the lobbying, and how to execute the process.


Advocacy and Lobbying |409

This unit addresses lobbying procedures and considerations, notably corporate positioning and responsibility, how to construct key messages and arguments, and understanding the audience’s need for constructive dialogue.


Coalition Building |410

This unit considers a range of forms of cooperation: associations, multi-stakeholder platforms, and public-private partnerships. It underlines the opportunities that coalitions can bring and explains how to best extract advantages from this form of cooperation. It further addresses the challenges of coalitions: the frequent mistakes to be avoided.


Reputation Management and Media Relations |411

This unit introduces the Brussels Press Corps and outlines how to manage reputations, considering the DOs and DON’Ts in dealing with EU Media. To further elucidate this challenge and its management, the unit explores crisis communications as a case study.