Nowadays, overlooking NETiquette’s principles is practically equivalent to not knowing how to read or write since it is the way we are communicating in recent years. Doing it incorrectly can cause us some difficulties.

Although it may seem incredible, and despite the fact that this term took shape almost 30 years ago, many people still do not know it, and if they have heard of it, in many cases, they have not paid the necessary attention.

Thanks to the evolution of networks, spreading the many rules of this subject has not become as complicated as a literacy process would have been in past centuries; However, it is difficult to find people capable of recognising that they have much to learn about this branch, either due to lack of humility or because it is difficult to believe that it is necessary to handle behavioural principles for something as simple as writing and the use of the varied resources that technology provides today by means of electronic devices at our fingertips.

It must become an academic subject, but until that happens throughout the world, we are going step by step to deepen each of the aspects that involve the extensive knowledge of NETiquette under a global business approach. To begin this task, we will focus on the book “Netiquette” by Virginia Shea, known by many people who “The 10 Core Rules of Netiquette” was released for the first time 27 years ago, in 1994. So let’s get started!

Remember the human on the other side of the electronic communication. In online communication, it is very easy to forget that there is a human being who will receive our messages or someone behind the words we read. It’s easy to respond to a negative comment because it reads on a screen instead of looking into a person’s eyes. An implicit and misguided “freedom” often encourages acting or writing without prudently weighing the consequences.

As it is not a face-to-face task, we will not know with certainty the tone, emotion, intention, and expression of the person who transmits and receives a text or even the intensity of a message, which can lead to misinterpretations with serious and irreversible consequences.  A misunderstanding creates a terrible impression of someone who does not even know – (On the Internet, “the first impression” is stronger than in the face-to-face world) – since the way of expressing themselves, the way they answer, the attention paid, diligence, and other aspects of behaviour, mark important guidelines in the perception of those who read us, even more so in the business world.

We have to understand that poor communication skills online and showing a negative or wrong image could break relationships, destroy a reputation, or create significant group conflicts.

It is not surprising that meetings have become information by email, video calls, or video conferences in today’s business world. The pre-warning or rebuke that must be given in person is now given through a chat message or online communication. In the same way, corporate chat groups are something very common, such as the need for a Human Resources record. Here, we must ask ourselves if the administrators of these groups can support and consolidate that group of people with the characteristics and skills of a Public Relations Officer, understanding that they are in the position, not just adding or removing participants but even blocking or censor certain posts. That role function requires greater responsibility since he is responsible for several people who cannot see each other. That due to a negative cerebral predisposition when communicating systems that do not provide the clarity of what is said and what is meant, they tend to misinterpret or react adversely to an endless list of ambiguous messages or instructions that lead to a series of dislikes and difficulties that are not always easy to fix.

On the other hand, let’s not forget that everyone has the right to privacy and free time, so considering the company chats as an extension of the office is a serious mistake. The hours and days off must be respected outside working hours. The administrators of business groups or bosses must behave themselves under rules of respect and the emblem of considering others in their private lives that they would expect of themselves.

It is necessary to emphasise that online contact does not allow implicit communication; therefore, it becomes ambiguous and can be easy to offend or be offended. There is a great risk from the negativity bias in our mind programs to interpret ambiguity as unfavourable. Our messages must be carefully thought out to be sent, and an open mind is required to read those received. Who has not lived the fear of the message´s ghost that does not come with the idea that it is an unpleasant message? And when the messages arrive, if they are ambiguous, our brain will wander towards the worst possible interpretation.

For this reason, it is important to work to assume a positive intention on the part of our issuer/sender and provide a positive interpretation when reading. If we are convinced that it has a negative background, we should ask an explicit question in the most respectful way possible to clear up doubts. Based on these considerations, we have an obligation to aim for minimal or no ambiguity in our messages, with a transparent and trustworthy attitude. Sarcasm can be great for many people, but chat is not the right channel.

A retaining wall is thinking if our written words could be manifested head-on/straightforward. It is very easy to write negative words or comments because we do not see or perceive the expression of displeasure, anger, frustration, or even pain, of the person who receives them. If the answer is no, we should review and rewrite until we are certain that we are not sending something we do not mean to be sent. When the messages involve emotions, it is better to wait for some time to stall and if it is unfailing, opt for the face-to-face message or the telephone. If there is an extreme circumstance, we must express something that we know. It will not make the receiver happy; let us try to ensure that our message fully transmits what is required to be expressed and thus, avoid misinterpretations, such as an admonition or a dismissal that cannot be given directly due to distance or connection problems.

Considering the human condition of our recipients, we do not send offensive or inappropriate messages, which can be saved and disclosed. Let’s remember that once we send, we lose control of how far it goes. Surely the aggravated person could feel the right to make the inappropriate message known if the circumstances require it, even escalating to legal measures such as defamatory evidence or other major offence. There is the case of Oliver North, a White House email system user, PROFS, who naively and diligently deleted incriminating notes that he sent or received but was unaware that, elsewhere in the White House, the systems´ managers stored said notes that were later used as evidence against him during the trial in which he was convicted.

To end, there is the reference of the commercial world, in which the chat has become the customer´s favourite channel because it provides instant responses and, when it is a live chat, a “human” side is shown as part of the corporate branding. Furthermore, it has been proven that companies that offer adequate chat services attain a 6% growth.

On the opposite side, 47% of consumers complain about not having a positive chat experience, and it is not due to the answers that the person in charge of informing or attending can provide, but rather to how they write or express them. That can degrade or burden the customer experience by a large percentage. This bad experience can become even more intense if the chat service person in charge does not know NETiquette in terms of attention and service in networks. This experience could become disastrous for not having the ability to assume that we are dealing with a customer who expresses a need, in many cases, loaded with emotions that we cannot see but that must be prevented by responding with the necessary measures. Failure to do so and lack of knowledge can cause significant harm to business growth; however, this issue will be dealt with extensively in another section.



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Writer by: Claudia STOHMANN R. de A. Communicator, speaker, writer, etiquette, and protocol expert. 

27 October 2021, Bolivia 

Category: Business Etiquette 

Reference: CS271021BE    


“Somos una empresa de desarrollo de capacidades que conecta valores, culturas, organizaciones, individuos y sociedades en todo el mundo”


Date: 9 December 2021 | English language | Time: 15:00–18:00hrs (The Netherlands)
Date: 10 December  Spanish language | Time: 16:00–19:00hrs (The Netherlands)
Mode: Online 

Are you interested in sponsoring this international conference, please contact us:

This event is organized with the collaboration of the International Centre for Protocol and Diplomacy (ICPD).

The themes are the impact of diplomacy and the power of protocol in international business.

“Embracing the mission of Diplomacy and Protocol”

Globalization is changing the world in every aspect. Traditional industrial economies are transforming into entrepreneurial economies.

There is a need for leaders, entrepreneurs, directors, managers, government officials, consultants, and executives with global mindset skills.

Local companies are becoming international and must deal, directly or indirectly, with foreign business partners. They must cooperate with international clients, colleagues, stakeholders, agents, employees, etc. There is a need for knowledge of protocol and soft diplomacy skills.

In the entrepreneurial economy, companies are becoming smaller, international, less hierarchical, and are driven by the abilities of executives to communicate, collaborate, and abilities for co-creation.


Prof. Dr. Dewanand Mahadew

Managing director of NewEconomyStrategies

Theme: Impactful communication in international business.

He is an international expert with business development experience in more than 60 countries. He is the managing director of NewEconomyStrategies, Dean of International Business Development Academy, and Professor in International Business and Strategic Management at UBIS University in Geneva. He has master’s degrees in process engineering, industrial management, marketing, business management, and a DBA degree in strategic management.

The Netherlands

Adriana Flores, MA

Expert in Protocol & Soft Diplomacy  

Theme: The importance of developing global mindset skills in business

She is an experienced consultant in Protocol and Soft diplomacy. She has worked with many distinguished people and companies in the Netherlands and abroad. She holds a postgraduate degree in Protocol and Ceremonial and Master of Arts degree in Protocol & Soft Diplomacy Skills from the International School of Protocol & Diplomacy. Adriana has worked for ambassadors in the Netherlands and at the VIP-Centrum at Schiphol Airport Amsterdam.

The Netherlands

Hon.Patricia Kenneth-Divine

Director, International Centre for Protocol and Diplomacy.

Theme: The impact of diplomacy and the power of protocol in international business. 

She is also Director of  Principal Consultant and International Trade Specialist for Synergy Systems Consults (UK) Limited. 

Over 15 years of experience promoting foreign direct investments within the UK and Africa, providing a framework for trade and investments. With previous working experience at the Department of International Trade.

United Kingdom 

Ms. Elizabeth Soos

Director of ASE Auersmont School of Etiquette

Theme: Etiquette & Diplomatic Protocol

She is a specialist in modern etiquette and coaching based in Melbourne Australia. She empowers to develop leading from a young age, Elizabeth trained wither mother and grandmother in the European ways of etiquette.

Elizabeth believes that “The definition of etiquette has evolved; it’s the face in front of–and behind–technology.” She threads this belief through all of her services.


Dr. Ibrahim Yildirim

DEIK Turkey Peru Business Council Chairman,

He is also Investment Consultant,
CEO, Magic World Inc.
Representative of Corebrace of Utah. superior seismic performance. He has a Bachelor of Science (BS) in Mechanical Engineering and a doctorate in business administration.


René Spaan

Smart Mobility project leader

Theme: Personal anecdotes working with Mexican Diplomacy.

Experienced Marketing Director with a proven track record of working in the government relations industry. He was deputy representative of the Embassy of the Netherlands in Mexico City and the Netherlands Business Office (NBSO) in Querétaro to support Dutch companies that want to expand their business in Mexico and vice versa. The NBSO is established by the Netherlands Ministry of Economic Affairs Bachelor of Science (BSc) from the Breda University of Applied Sciences.

The Netherlands


Melike Hocaoglu Caglioz, B


She is currently making research on Chinese Commercial Diplomacy Strategies in Argentina at the University of Amsterdam.

She studied International Relations at,   University of Amsterdam, she worked in the Foreign Economic Relations Board of Turkey (DEİK) for one year as Member Relations Director and 5 years as Latin America Regional Coordinator.  Within her various capacities at DEIK, she frequently organized trade delegations from Turkey to various countries in both South and North America. She was also personally in charge of organizing and hosting hundreds of international events and business forums in Turkey. While her native tongue is Turkish, she is fluent in the English and Spanish languages.

The Netherlands.

Prof. Leyla Younes


Specialist in public relations, ceremonial, protocol, and organization of congresses, conventions. He won an Award for the Best Foreign Article obtained in the 5th Seminar of Culture for the New Millennium in the Islamic Republic of Iran – The year 2010. Argentina was an Arabic Language Interpreter hired by the Superior Government of the Province of Tucumán for invited delegations of the Arab countries during the 1st. Meeting of Ambassadors of Arab Countries, October 2018, Visit of Businessmen from the United Arab Emirates, November 2018, International Congress on Education, April 2019). He speaks Spanish, Arabic, English, Persian, Italian.


Lure Sadeq, B

Master of Ceremony

She works as the Office Manager at the Diplomatic Representative Office of the Republic of Bulgaria in Palestine. She is also a digital marketing specialist and an Arabic-English-French translator.

His desire to learn about and integrate into diverse cultures prompted me to enroll in Protocol Today Academy’s six Master Classes in International Business Etiquette, Ethics, Professionalism, Protocol, Cultural Intelligence, and Diplomatic Writing Skills. Soft diplomacy and intercultural abilities enable people to engage and bridge barriers to create new inventions and prosperous relationships around the world.


Mr. Wilfredo Pérez

Journalist of Magazine Global Mindset

He has an education in Business Administration from the Peruvian Institute of Business Administration (IPAE). He has a specialty in Political Science at the Inca Garcilaso de la Vega University and Protocol and Event Organization at the Frieda Holler Institute and at the Diplomatic Academy of Peru. Organization of events, corporate communication, protocol and social etiquette at the San Martín de Porres University, the Pontificia Universidad Católica del Perú and at the San Ignacio de Loyola Institute.



  • Government Representatives: Ambassadors, Diplomats, Honorary Consuls & Embassy Staff;
  • Business Professionals: Entrepreneurs, Consultants, Business Development Professionals;
  • Executives & Professionals: National & Local Government’s Officials, City Marketing & Investments Promotion Executives | International Organizations Staff;
  • Professionals are active in the Hospitality & Tourism Industry;
  • Exporters, Students, and professionals, who aspire to a career in cross-border operational organizations.


ProtocolToday is a capacity development company specialises in connecting values, culture throw soft power en protocol based on understanding of the use of soft and hard power in de public and private sectors around the world taking care of the imago to work in a natural way. ProtocolToday enables organizations, embassies and individuals to meet the needs and expectations at national and international stages in public and private sectors. Our masterclass training programs enable your staff to represent themselves and the organization with excellence and distinction.

All our programs and services are designed to share tailored information and “bridge” gaps.

Our clients are: ambassadors, diplomats, embassy staff, consulates, honorary counsels, government officials, and employees/managers of international organizations, entrepreneurs, directors, managers, public relations staff, protocol officers, board members, consultants and other professionals active in the international domain.


The advancements in modern communication, such as emails and social media, have made protocol and soft diplomacy even more relevant, as these skills are essential in creating differentiation, appeal and making deep impacts on stakeholders. For these differentiations it is important to train the staff through customised programs and enhance their cultural sensory and soft diplomacy skills.

Soft diplomacy moves through a continuum – from a strategy of coercion, to non-confrontational action. It relies on consultation, mediation, negotiation and an acknowledgement of the important role of values, culture and ethics in inter-personal relations.

Therefore, our trainings in protocol and soft diplomacy skills are geared at helping professionals to develop skills in effective cross-cultural communication, tactful social interactions, keen observation and effective public relations.

Our programs include awareness about the sociology and anthropology of people of different regional and cultural groupings, to ensure understanding of empathy, cultural sensitivity, ultimately and creation of delightful interactions.

  • Build the right images and perceptions about your nations and its qualities;
  •  Facilitate process for Twinned Cities with Dutch cities;
  • Be instrumental in building business and cultural relations;
  • Organize events that create impact and experience;
  • Be the soft engine (first impressions) connecting stakeholders from your country with Dutch stakeholders.

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Protocol Today
Contact person: Adriana Flores
Telephone: +31 (0) 6 1168 1465
Linked in: Protocol Today


1 st October 2021

Time: 16:00 0 18:00 hrs (The Netherlands)

Our special guests:

  • Our special guest, H.E. Ms. Irene Kasyanju, Ambassador of the United Republic of Tanzania to the Kingdom of The Netherlands.
  • Prof. Dewanand Mahadew;
  • Our writers 

General Program


16:05 – 16:10  Welcome words by  Adriana Flores, Director, and publisher of Magazine    

16:10 – 16:20 The importance of Protocol & Soft Diplomacy, by H.E. Ms. Irene Kasyanju, Ambassador of the United Republic of Tanzania to the Kingdom of The Netherlands.

16:20 – 16:30 Global Mindset and international business by Dr. Dewanand Mahadew, Project director

16:30 – 16:40 Introduction of Protocoltoday by Adriana Flores

16:40 – 17:40 Presentation of our international experts and writers: 

Mrs. Claudia STOHMANN- Bolivia

Mr. Daniel DELMÁS – the Netherlands

Ms. Elizabet SOOS Australia

Mr. Jorge PRADO – Peru

Mrs. Kruti SHAH – India

Ms. Leyla YOUNES – Argentina

Mr. Miguel MACEDO – Portugal

Ms. Noela UGWU – Nigeria

Mr. Finbarr BUCKLEY – India

Mr. Luciano CAIANDA – Angola

Miss. Lure SADIQ – Palestine

Topics are:

  • International Business Etiquette
  • International Business Protocol
  • Intercultural Intelligence
  • Business Ethics

17:40 – 17:45 Presentation of digital Magazine by  Adriana Flores

17:45 – 17:55 Questions or comments

17:55 – 18:00 Toast and photo moment

18:00   End of the presentation 


We have welcomed representatives from:

  •  Ministry of external relations, Cameron
  • House of senators Buenos Aires, Argentina
  • International Advisory Committee for Youth United Council of India, South Africa
  • Women association organization, Pakistan
  • Diplomat permanent representative of Lebanon to Unwto, Lebanon
  • Chief Adviser of Ceremonial of the Presidency of the Council of Federal Justice, Brazil

It was a very special moment to have the experience of being with people from all globe from Argentina to Australia.

We were most honoured to welcome participants from more than 20 different countries. 

Thank you to each and every one of you for giving us the honour of being with us during the presentation of the Digital Magazine Global Mindset.

That happens not often, and that makes today a unique day.

Your presence has made a difference and will be forever sealed in our history!