Protocol (261105)

Learning Outcomes

Corporate Protocol seeks to be an essential aid in personal and institutional credibility, further facilitating the, sometimes, difficult process of communication and interpersonal relationships with other cultures. This subject presents a succinct and practical, the main rules of the Protocol, namely the organization and behavior in business meetings and professional scope of meals, details of tech-etiquette, placing flags and various other aspects of business events. It includes international approach to several Protocol issues, namely, trying to avoid cultural misunderstandings ad recognize the main cultural clusters, in the world to allow better negotiations.

Study Program

I.    Protocol, Ceremonial and Etiquette
II.    Types of protocol
III.    Official precedence - law 40/2006 of August 25
    1.    Criteria for ordering of official entities;
    2.    The national symbols, meaning and importance: National Anthem and National Flag (BN);
    3.    BN: How to fold; Placement rules; Use of BN in national events; Most frequent mistakes in flag placement; Places where it should be hoisted; When it should be hoisted; other tips and advisable rules.
    4.    The Flags of the Presidency, the Parliament, the Prime Minister, the Minister of Defense and others;
    5.    The use of the BN in international meetings.
IV.    Business Protocol
    1.    Unofficial precedence;
    2.    Criteria for ordering unofficial precedence.
V.    Introductions and greetings
    1.    Gaffes in presentations and other noises;
    2.    Order of speeches.
    3.    Forms of address: civil, university and ecclesiastical authorities;
    4.    Verbal and written treatments
VI.    The importance of written communication
1.        The letter - structure, choice of words, accuracy and length.
VII.    Official and internal acts
    1.    Internal meetings: Pre, during and post meeting phases;
    2.    The Reception Manual;
    3.    The leadership and effectiveness of the professional.
VIII.    Internal protocol
    1.    Precedence of the company
    2.    Methodology for ordering guests
    3.    Organization of executive tables
    4.    Business lunch/dinner host duties at a working meal
    5.    Organization of business trips
    6.    Professional travel behavior
    7.    Netiquette
    8.    Use of the cell phone.
IX.    Meal protocol
    1.    Types of room;
    2.    Types of table;
    3.    The precedence in the ordering of guests.
X.    Business Protocol - social contexts
    1.    Official Gifts;
    2.    The gifts;
    3.    Social/Professional context: etiquette of the receiver.
XI.    Seating in the car
    1.    With driver
    2.    Without a driver;
    3.    Depending on the type and number of individuals in the car;
    4.    Depending on the country.
XII.    Characteristics and responsibilities of the protocol professional profile
XIII.    Dimensions of non-verbal language
    1.    Kinesics: gestures/types, head movements, look, posture, facial expressions;
    2.    PROXEMIC: 4 types of use of social space;
    3.    Paralinguistic
    4.    The Voice: 4 haptic indices - subliminal elements
    5.    Dress code
XIV.    International Protocol
    1.    Cultural interferences and barriers
    2.    Cultural aspects in communication: Space, time and context
    3.    The cultural dimensions: Individualism-Collectivism; Power distance; Aversion to uncertainty; Masculinity-Femininity; Short-term vs. Long-term orientation.
    4.    Hofstede's 6 cultural clusters:(1) Western economists, (2) Nordic convicts, (3) emerging ambitious, (4) cautious, (5) still developing and (6) Japan.
    5.    Basic aspects in negotiation applied to various countries on different continents: greetings, taboos, punctuality, Hospitality and negotiation
    6.    Gifts and offers in an international context.
XV.    Event Organization
    1.    The phases of preparation: the pre-event, the during event and the post event.
    2.    SMART planning and budgeting of the various items.
    3.    The management of time and interdisciplinary and intercultural teams.
    4.    Event types and program types: seating, venue and etiquette issues, invitations and follow up.
    5.    The key players in the event: the role of the protocol professional and the media.
    6.    Measuring results.
    7.    New technologies and new trends in hybrid events.



Amaral, Isabel (2020), Imagem e Internacionalização, edição: Verbo.
Amaral, Isabel (2018), Imagem e Sucesso, Editor: Casa das Letras
Munoz Boda, Maria Soledad (2018), Protocolo Empresarial, Ed. EDICIONES PARANINFO S.A., MADRID.
Fox, Sue (2011), Etiquette For Dummies, Editora John Wiley e filhos Ltd.