Nowadays all companies look for that differentiating element from their competitors in order to improve their corporate image before the different interest groups or stakeholders.

The companies invest in R + D + i (Research + Development and innovation) for the constant improvement of the product, but a plus to the service, would be the protocol as a differentiating element, so it will be explained, how this tool can improve the corporate image.

Within corporate communication, everything communicates and the image that we project as a company as well. Therefore, the question arises: What is the corporate image?

The corporate image is what the company says + what the company does, this is the image.

Having a positive image helps in:

  • Obtain the respect and acceptance of the public.
  • Enhance the image of the brand.

How can the Business Protocol help our corporate image?

In order to answer this question, it is important to know some key concepts.

The protocol is the set of rules established by law or tradition, uses, and customs for the performance of a certain official act and unofficial acts. Within the protocol, we can find the official protocol, military protocol, religious protocol, university protocol, sports protocol among others, but there is also the business protocol and it is the one that is developed within the corporations. Therefore, the protocol is not only framed within the palatine (typical of the palaces) but it can be a differential tool of the corporate image. It is therefore important to understand that this discipline is one more tool in communication at the service of the company.

Good protocol transmits messages and shows outwardly that the company or home is in order. So the protocol in the business environment has become a necessity. It is a tool to achieve excellence.

Protocol in the company is:

  • Courtesy.
  • Care for the image of the company and its staff.
  • The speeches.
  • Design of spaces and scenarios in events and meetings.
  • Taking care of the guests.

It is important to develop an internal protocol manual, which includes rules and recommendations, for the preparation of acts, as well as aspects of a more social nature, such as a personal image.

In company events, it is important to formalize events in order to enhance the corporate image and see it as a differentiating element in corporate communication. The events that can be organized are corporate events (work meetings, signing of agreements, general meeting of shareholders, awards ceremony), as well as commercial events (fairs, congresses, presentations), other events (laying the first stone, site visit, inaugurations and discovery of commemorative plaques); external events, with social repercussion regularly organized by third parties (sponsorship of events), thereby enhancing the image of the company.

Well-managed acts will help to enhance the image of the company.

The parts of the protocol act in company events are the following:

  • Corporate symbols, such as the company logo which must be present on the institutional flag, which will bear the company colors, invitations, advertising banner for the event, etc. It should be noted that the logo of the company must be in the photography points such as the presidency table.
  • The host and the presidency, the host is the person who motivates the act, has a great responsibility in making decisions. He is the image and represents the company on the spot.
  • The guests, a guest list must be established, with their respective treatment. Those guests must be ordered (authorities, guests of honor, special guests, collaborators, clients, sponsors, general guests, and consorts). 
  • The reception of guests defines who receives, from where they receive. Precedents and treatments.
  • VIP room, is an exclusive area, a comfortable area, with a private bathroom, drinks, and meals. It is a waiting room until the event begins. 
  • The speeches have a particular formula for each type of event, so the head of the protocol cabinet will be the one who gives the guideline.
  • Access and event security; 
  • Accreditations;
  • Institutional gifts or corporate gifts help to generate good institutional relationships and go hand in hand with the courtesy that is printed on these details, which will be aligned with the company’s policy and detailed in a corporate gift catalog, which will have levels for different audiences (partners, suppliers, visitors, etc.), this will help us to know what to give and when to give;
  • The book of honor is a book whose purpose is that all the personalities and guests of honor who attend the events organized by the company can sign it. Made of a material that enhances and adorns it with an embossed silver cover for example and must have the company logo.
  • The dismissal at the events also has a protocol to follow, the most important authority being the one who leaves the event first and will be accompanied by the person who received it from the company, generating a feeling in the visitor of having been attended at all times, both on arrival and at the farewell.

Finally, it is good to measure the impact and results. Tailored events have to be organized, being creative, impactful, and with content, generating a memorable memory.

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Written by: MG. Jorge PRADO, Master in public relations, events, and Protocol, an expert in Corporate Communication. 

19 September 2021, PERU

Category: BP

Reference: JP19-0921P

ProtocolToday is an expert organization, Founded by professionals with years of experience in Cultural Intelligence and Soft Diplomacy. They offer well-researched training programs to help you prepare for the international presence. Enhance your abilities to dine, converse, and present at an international stage.

Become discreet and make your mark!


In an article by ABC News Australia on June 26th, 2015, it was revealed that “emu and crocodile” would be, “off the menu for foreign diplomats dining at Australia’s Government House in Canberra.” Stated the then-Governor General, Sir Peter Cosgrove, “We don’t want to confront our guests without some warning.” The guests included diplomats from Japan, South Korea, India, and the United States.  

Part of any diplomatic mission is to promote one’s country, provide advice and support to ministers developing foreign policy, and create trade opportunities.  Part of a diplomat’s toolkit is being aware of cultural nuances and using etiquette to better relationships.

The inaugural winter solstice feast hosted at Yarralumla, the residence of the Governor-General, “showcased some of the finest Australian food, all sourced locally, including Cowra lamb, Tumut River trout, duck from Young (located in the state of NSW), and kangaroo fillets” accompanied with Indigenous flavors such as lemon myrtle and bush pepper. It was reported that in his opening address, the Governor-General had joked about “Australia’s past gourmet reputation.” Careful preparation and forethought went into planning this event, due to mistakes made previously in Australia’s past efforts in dining diplomacy. 

Successful dining and entertaining at royal and government levels build alliances in every culture represented. Everyone at the event is creating a shared experience that increases trust and open communication.  History has noted that there has been protocol in dining events with those who have been rulers, royal families and those that are representative of those rulers, for thousands of years.

Using the correct dining etiquette at these events has always made a difference in the success of these events.  On a psychological level, navigating a complicated place setting, with numerous implements, shows your guest that you are competent and have the innate ability to overcome a challenge.  Showing diplomacy at a dining event tells your host that you have respected their thought to include you and their work to successfully pull an event together. Just think of all that went into it; the seating arrangements, order of procession, invitations, and food considerations, including guests cultural or religious views. These all come into play when organizing such an event.

What about Australia’s past protocol’s when their Head of Commonwealth came to visit?  In 1954, Queen Elizabeth II with Duke of Edinburgh visited Australia, in all they attended four state banquets and six garden parties. Local produce was high on the Australian government’s agenda, wanting to highlight to ‘her Majesty’ that Australia was a real contender for overseas markets.  What was on her menu for lunch?  Tropical fruits, local fish and poultry with English inspired vegetables, and locally produced wines to match each course served.

Fifty-one years later in 2005, Prince Charles visited Australia to focus on environmental sustainability, community integration and excellence in public service.  As part of his visit, His Royal Highness was transported to Alice Springs and dined on bush tucker, including honey ants, acia seeds, bush tomato and bush banana. The Prince tasted both the bush banana and bush tomato, but he reportedly politely refused to eat any wriggly, witchetty grub, regardless of it being so high in protein. 

For 60,000 years, the Indigenous people of Australia have continued to be the custodians of the land. Colonization started in the late 17th century, where Great Britain used it as a penal colony or prison. As a result, those from England, Wales, and Ireland who settled in Australia dispossessed the Aboriginals and Torres Strait Islanders of the lands they were born to and forced them into a system of colonial rule, while they retained many of their customs and culture.

The Indigenous foraged for food from rainforests to the deserts, using their mealtimes as a mechanism for families and tribes to gather and come together, for ceremony and trade.  Meals continue to be served around where the food is cooked, sitting on the ground.  Fingers are used to break up meats and vegetables.  

Do the Indigenous have a dining protocol?  Yes, they certainly do. Each tribe may have foods that they eat or avoid and have a story that guides the family in their eating habits. During a meal, the best portions of food are given as a sign of respect to the Elders of the tribe.  Adhering to their customs of dining is crucial, as is taking the initiative to eat their foods. In doing so, a guest honors and shows respect to the traditions, land, and people. And that is what it all really is about… respect!

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 Written by: By Elizabeth Soos, Founder of Auersmont School of Etiquette 

14 September 2021, Australia

Category: Protocol

Reference: ES140921PI

ProtocolToday is an expert organization, Founded by professionals with years of experience in Cultural Intelligence and Soft Diplomacy. They offer well-researched training programs to help you prepare for the international presence. Enhance your abilities to dine, converse, and present at an international stage.

Become discreet and make your mark!


If there is something that will be accompanying humanity until the end of its days, it is protocol. It is a practical discipline by nature and that is the reason why there has never been a need to register it, but with the emergence of communication, sciences have begun to be studied. The reason is simple: it is a powerful communication tool that helps connect public and private organizations with their audiences.

One of the problems facing the discipline, which we will discuss in a future article, is the lack of scientific research. 99% of the protocol manuals that we can find today in the market have a practical profile, which means that they are written from a professional perspective and not with a scientific approach. As a result, we can say that to this day no one knows what the protocol really is because the scientific method has not been applied to approach this concept.

The review of the current little scientific literature in protocol leads us to affirm that protocol is a science in embryonic state (Álvarez Rodríguez, 2008; Pulido Polo, 2015; Ramos Fernández, 2013; Ramos Fernández, 2014;  y Sáez González & Martínez Fierro, 2020) that, depending on what the professional and research community does, will be consolidated as a science or remain in a simple auxiliary tool.

So, as a science, what does protocol refer to? According to our research is the science of the human order since it gives us a series of rules and guidelines to ensure peaceful and positive coexistence among human beings. In addition, this regulation takes a special value in the celebration of the symbols -the events- due to its communicative value. Let us think that, from the moment in which two human beings decided to live together, they needed to generate a series of rules that allow them to live together. Who will sleep in the safest place? Who will eat the most nutritious foods? Who has the merits to lead the group? This coexistence will become more and more complex with the growth of the groups, which will make the rules of protocol more like what we know today.

Maribel Gómez and I have come up with a definition of protocol. The objective has been to reflect what the latest scientific literature on the subject gathers, as well as our professional experience to bring discipline to the 21st century and build protocol’s science. This is our proposal which we hope will help to shed light on this subject that is taking its first steps and that supposes not only our profession but the passion for what we do:

“The protocol is a transversal scientific discipline that defines the social structures and norms generated by use, custom, tradition or legislation that society is endowed with to guarantee and facilitate the harmonious coexistence of all its members. As a communication tool that applies to all social areas, the protocol takes special relevance in the organization of events, both public and private, where it provides techniques that make tangible the intangible”

Regarding its scientific approach, as we have already argued, there is no doubt. It is a science in an embryonic state. This means that it is in its beginnings, as it happened with other social sciences such as psychology or sociology at the time.

We are talking about a transversal discipline because it involves civil society, public and private organizations, and institutions. The protocol is present in all layers on which the present society is built. It is a reflection of society, and it changes and adapts along with it.

One of the objectives of the protocol is to give order. Therefore, through this matter, we can describe the state and social structures of the society to which it belongs. For example, reading the Royal Decree 2099/1983 of precedence (art. 10 and 12) of the Kingdom of Spain, we can have a broad idea of how this country is structured.

It produces rules generated by either considering what society usually does (customs or traditions), or those generated by legislative channels from the current Government. All this with a final aim: to guarantee and structure the coexistence of a certain social group.

It is a communication tool because it is used by institutions, private companies, and civil society to communicate. And therefore, the rules produced by the protocol take on special relevance in the organization of events, public or private.

Protocol makes the intangible tangible because it allows us to speak without words. It is a very important ally to generate institutional or corporate image in organizations and social people. It uses its basic four principles elements: spaces, people, times, and symbols. Within the latter, for example, we consider the flags of countries, since they make it clear to us who is hosting an event without the need for words.

In conclusion, we would like to address all those interested in the subject of the protocol. We expect professionals to find this definition interesting and appropriate. To the students of the subject, we hope that it has helped them to shed light on what your future work will be, and we encourage you to research in protocol. And to non-expert people, we hope that it will help you to understand a little better what protocol really is and what we professionals do in the field.


Álvarez Rodríguez, M. L. (2008). Artículos de protocolo y ceremonial en Revistas Académicas Iberoamericanas. Razón y Palabra. Primera revista electrónica en lationoamérica especializada en comunicación, (65), 1-11.

Delmás Martín, D., & Gómez Hernando, M. (2019). Spoilers de Protocolo. (Editorum, Ed.) (1a Edición). Madrid: Editorum.

Orozco López, J. de D. (2016). Protocolo para la organización de actos oficiales y empresariales. (I. Editorial, Ed.). Antequera: ic editorial.

Pulido Polo, M. (2015). Ceremonial y protocolo: métodos y técnicas de investigación científica. Revista de Comunicación Vivat Academia, 65, 1137-1156.

Ramos Fernández, F. (2013). Método científico e interferencias comerciales en la construcción de la ciencia del protocolo. Una reflexión crítica para un proceso innovador y creíble. Revista de Comunicación Vivat Academia, 1-16.

Ramos Fernández, F. (2014). El Protocolo como ciencia propia en el ecosistema de la Comunicación. Espacios posibles para transformar una técnica en una disciplina científica. Estudios sobre el Mensaje Periodístico, 19(2), 1075-1089.

Sáez González, E., & Martínez Fierro, S. J. (2020). Protocolo como disciplina científica: un análisis bibliométrico. Revista Estudios Institucionales, 7(12), 149-178.

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 Written by: Daniel DELMÁS, Professional of events and protocol

30 July 2021, The Netherlands

Category: Internancional Protocol 

Reference: DD300721IP

ProtocolToday is an expert organization, Founded by professionals with years of experience in Cultural Intelligence and Soft Diplomacy. They offer well-researched training programs to help you prepare for the international presence. Enhance your abilities to dine, converse, and present at an international stage.

Become discreet and make your mark!