Protocol in business

Events with personalities require perfect protocol. Here is a brief explanation of this importance and a few tips that the event planner should know.

We cannot understand communication just as a "fashion" element of the company and neglect the sales objectives. The tools of Public Relations are marked within the politics of company communication and its marketing mix. If we talk about PR and event organisation, we end up talking about protocol. And doing that, we tend to think of official receptions, ministerial meetings or visits with personalities. But the increasing involvement of companies in public life is such that managers have to be more aware of their corporate image. The actions and attitudes of the company become vital elements for business… which will give protocol increasing importance for companies.

The French President, Mr. Jacques Chirac, said about protocol: "Protocol is also a concrete way to exert power".

Politics is part of culture and is present 365 days a year in most countries. Companies are players in this society and are haviing more and more relationship with public services.

Professionals of communication, or simply whoever is in charge of "these matters" in companies, find themselves faced with the need to plan events: logistics, invitations, entertainment, corporate image and, sometimes, protocol.

The first step in protocol will be to invite a personality to the event. A letter will do, just like inviting anyone else, although the response may not be. Then you have to do a regular follow-up on the invitation, getting in touch with the protocol personnel of the personality, agree on dates and timings, other guests, placement of the guests, table seating, order of speeches, security, and many other elements that will have to be agreed before the invitation is accepted.

There will be a lot of questions that we may forget… such as:
– Have we thought whether the security will have a table during dinner and where?
– Do we know the agenda of that day for the personality? Is there a risk that he/she arrives late? Or leave before the end of the event?
– Do we need flags at the event? Where to place them?

These questions and others make it interesting and important to know everything about protocol: if you have forgotten the polish flag, you may noy find it on a Saturday, unless you call the embassy or consulate. And as in many other businesses, not everything is written. Common sense and creativity are useful.

Why all this? You ask yourself this question carefully before inviting that person. It will bring fame and prestige to your event, as well as possible press coverage, which will reach a much broader public.
One thing: all is not as easy as it seems. Norms, laws, habits, traditions make up protocol and it is not an easy thing to learn. The protocol professional remains a person trained by years of practice and learning by doing.

A couple of months ago, the International Protocol School was created in Barcelona. This highlights the growing importance of this theme for companies and other private entities and the interest of this topic for communication professionals.

Contributed by: Francesc Corbero, protocol adviser