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> MA in Protocol & Diplomacy
> Executive Diplomas

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Module Three | Soft Diplomacy Skills

Soft diplomacy resides in the ability to influence others to obtain specific outcomes employing tactful techniques to gain strategic advantage or to find common solutions to a challenge. The use of soft diplomacy instruments shifts attitude from coercion to a non-confrontational action. Its roots and resources rely on policies, culture and values. Soft diplomacy tools include public diplomacy, negotiation techniques, cultural understanding and cross cultural communication proficiency, intelligent use of public relations and media relations competence. Moreover, sociological and anthropological analyses of current prominent civilisations such as the Middle East, China, Africa or India set understanding from the current status quo to the international future crafting.

Public Diplomacy Applied | ECPD300
This unit looks at the way in which culture is used as a vehicle of foreign relations. It discusses the underlying logic of public diplomacy and how it relates to public relations. It offers a theoretical explanation of the evolution, rationale and scope of public diplomacy and its dichotomy into soft and hard power. Thereafter, it compares the attributes of soft power in public diplomacy to those in public relations, by addressing the paradigms of soft power and power shift in both spheres and using these to narrow the gap between public diplomacy and public relations in terms of developing strategy.

Relations with the Media | ECPD301
This unit examines the importance of managing the media. It looks at which official events the press are most interested in and how information to the press needs to be managed. It addresses the problems surrounding the status of the press at events, looking at how they should be treated to maintain a healthy relationship with the protocol department. It discusses how an adequate press area can be established by the use of such elements as lighting, sound equipment and cords and specific access to events for the press. Lastly, it looks at how to best deal with foreign press.

Cross Cultural Awareness | ECPD302
This unit offers an introduction to the field of cross-cultural communication looking at how people, companies and institutions from different cultural backgrounds communicate with each other. It discusses the features of collective and individualistic societies and notions of time, hierarchy, distance, intimacy and verbal expression. It offers key principles from the fields of communication, philosophy and conflict resolution to establish ways in which people from different socio-historical backgrounds can learn to communicate successfully with each other.

European Perceptions of Arab Culture | ECPD303
This unit offers an analysis of the ways in which the West perceives the Arab world. It offers a sociological and anthropological analysis of both cultures and the development of ideas in both contexts. It identifies the Arab legacy and influence in Europe, historically and contemporarily. It addresses the West’s understanding of the Arab world and the ways in which it can misinterpret the importance of language, the historical development of religious traditions and the complexity of inter-Arab political relations. It discusses the successes and failures of various Western and Arab actors, including the media, in creating a better understanding of Arab culture in the West.

The Rise of China | ECPD304
This unit look at the way that protocol is used in China. It looks at the values, cultures and attitudes that characterise protocol in these countries. It will help to enable the protocol officer to better prepare diplomats and VIPs who plan to visit Asia.

Relations with sub-Saharan Africa | ECPD305
This unit discusses the practice of protocol in Africa, looking at specific practices that have been developed in different regions of Africa. It will help to identify certain do’s and don’ts that are key to successful relations in Africa. This unit is designed to enable the protocol officer to better prepare diplomats and VIPs who plan to visit different regions of Africa.

India Insights | ECPD306
This unit look at the way that protocol is used in India. It looks at the values, cultures and attitudes that characterise protocol in these countries. It will help to enable the protocol officer to better prepare diplomats and VIPs from the plan to visit India.

Negotiation Skills | ECPD307
New and updated inputs in understanding and managing negotiation processes and conflict resolution. How the interaction of the negotiation process (and different interchangeable approaches to the conflict resolution) with the context of each and every specific negotiation may help to produce whatever results may be achieved, whether agreement, stalemate, or breakdown.

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