ISPD Protocol & Diplomacy E-learning Platform

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Available courses

100 Introduction to Protocol and Diplomacy
Dr Karin KneisslDr. Luis Ritto

100 Introduction to Protocol and Diplomacy

COURSE SUMMARY: This unit offers a brief history of protocol and diplomacy and their main practices. It underlines the importance of understanding protocol as an integral part of diplomacy. Furthermore, it explains the difference between the various kinds of protocol and enables participants to understand why key concepts such as protocol, etiquette and ceremonials are interdependent, but not reducible to each other. The second part of the course focusses on diplomacy and its functions: representation, negotiation and information. It elaborates the important understanding of the difference between consular and diplomatic work and discusses the challenges of diplomacy in the future. 

101 Precedence and its Criteria
Dr. Luis Ritto

101 Precedence and its Criteria

COURSE SUMMARY: This unit introduces precedence lists, their socio-cultural importance and their practical relevance. First, it adopts an anthropological approach to analyse the development of precedence lists and the cultural realities that such lists convey. Each country honours different functions and the unit outlines which criteria may be adopted when determining the order of precedence. Second, it addresses how precedence lists can be used to facilitate efficient and appropriate and precise communication and planning. 

102 Seating Arrangements for Events
Dr. Luis Ritto

102 Seating Arrangements for Events

COURSE SUMMARY: This unit examines the different seating arrangements that can be used at conferences and other high-level events to best ensure their success. It looks at the preparations that need to be made prior to an event in order to ensure that people are correctly seated. Furthermore, it offers an idea of the different challenges that can arise during this process and seeks to address them by considering precedence lists and deploying modern seating arrangements. 

103 Invitations and Gifts, Title, Form of Address
Dr. Luis Ritto

103 Invitations and Gifts, Title, Form of Address

COURSE SUMMARY: This unit discusses the practicalities surrounding lists, invitations, and exchange of gifts. It looks at the preparation required both prior to and during the event, such as preparing guest lists and sending invitations in the appropriate format according to the level of event. The participants of this course will be able to determine, based on the formality of the event, which invitation forms are required by Protocol. They will also understand how to compose and manage invitations in a way that is useful to an event organiser and other members of an event-organising team. The participants will also be told which events require which gifts and at which moment during the event they should be exchanged.

104 Protocol at the Table
Dr. Luis Ritto

104 Protocol at the Table

COURSE SUMMARY: This unit addresses customs and traditions related to the table. It begins by examining the different food types that should or should not be served to foreign visitors, table manners and the traditional table settings used in different countries at breakfasts, lunches and dinners. Different aspects of Protocol at the table are introduced and examined, including the importance of Etiquette.

105 Official Events
Pierre Jirikoff

105 Official Events

COURSE SUMMARY: This unit offers a comprehensive review and discussion of Protocol applicable in the organisation of an official event. It provides participants with an understanding of the different elements that need to be considered when planning a high-level event depending on the attendees. The unit also discusses the preparations to be made and the rules to be followed, when signing treaties and agreements. It further discusses how to host high-level delegations that accompany such events.

106 Organisation of Press Conferences and Summits
Joanna NowakDr. Luis Ritto

106 Organisation of Press Conferences and Summits

COURSE SUMMARY: This unit covers the Protocol that should be followed in the organisation of press conferences where announcements or presentations are to be made. It discusses the preparations that need to be made for the press. 

107 The Defence Attaché
Bruno Smets

107 The Defence Attaché

COURSE SUMMARY: This unit looks at how protocol is used within the military. It offers an overview of the values, responsibilities and attitudes that the Defence Attaché should possess. Learning this aspect will enable the Protocol Officer to better prepare in this area.

108 Protocol, Etiquette & Courtesy
Thomas Sladko

108 Protocol, Etiquette & Courtesy

COURSE SUMMARY: This unit covers the implementation of Protocol, Etiquette and Courtesy. It provides participants with an understanding of the difference between these words, which at the same time are so similar.

109 Protocol in the Armed Forces
Jacques de Cartier dCapt. Jose Paulo Lucena

109 Protocol in the Armed Forces

COURSE SUMMARY: This unit talks about the use of Protocol at military events and state events where a military display is being used or where the military is participating. Within the military, specific ceremonies and parades are presided over by a VIP and this unit looks at the information that a VIP should have prior to such events. This unit additionally looks at how the military is best incorporated into state events and how its presence can be used to honour, for example, State Visitors and the circumstances in which this is appropriate.

110 VIP Security
Capt. Jose Paulo LucenaThomas Sladko

110 VIP Security

COURSE SUMMARY: This unit evaluates in detail the dynamics between Protocol and Security in official, private and international events on an international level, as well as the multiple challenges faced when protecting foreign dignitaries. It further explains, executive protection required by the receiving State and several Protocol dynamics underlining this duty. After following this unit, students will be able to list key security factors necessary to manage and provide protection to individuals during International Summits. They will also attain an understanding of various challenges faced by the security agents and the Protocol personnel, alongside general knowledge regarding international terrorism and detecting and combatting international crime.

111 Symbolism and the World of Flags
Thomas Sladko

111 Symbolism and the World of Flags

COURSE SUMMARY:

This unit begins by addressing social theories pertaining to the meaning and importance of symbols and signs. It then discusses the world of flags, their meaning, and precedence. On a practical level, it demonstrates how a Protocol Officer can ensure that symbols (in particular flags) are correctly positioned for the various types of events where they might be required and that those symbols, deservedly receive the position of honor that they deserve. The unit also emphasizes how symbols can unintentionally cause offence to or damage a Diplomatic relationship.

112 Protocol in Sports Events
Marianne Zahnd

112 Protocol in Sports Events

COURSE SUMMARY:

This unit discusses the organisational aspects of major sporting events and the importance of Protocol in these contexts. It begins by examining the different types of Protocol that have been established - for example, which flags and anthems to use at which moments during the event. It also looks at the ways in which the Olympic Games and sports organisations such as Formula One, honour VIPs and guests (mixing those who have paid extra to be honoured with those who are honoured outside of the event), as well as sports victors, and the lessons that can be taken from such examples and applied to other similar events.

113 Protocol in International Organisation
Patricia Benoit-Guyot

113 Protocol in International Organisation

COURSE SUMMARY:
This unit discusses how international organisations deal with cultural specificities in the practice of high-level Protocol. It uses the United Nations (UN) as a case study to demonstrate how this international organisation has approached multiculturalism and developed a common practice of Protocol. The unit discusses the workings and values of the UN and then illustrates how the UN has acted to establish procedures and rules of Protocol, so as to ensure that every culture is treated with respect and understanding in its day-to-day operations.

200 Working with the Media
Joanna Nowak

200 Working with the Media

COURSE SUMMARY: 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 should be managed. The unit addresses the problems surrounding the status of the press at various events, looking at how they should be treated to maintain a healthy relationship with the protocol department. It discusses about the specific access to events for the press and how a suitable press area can be set up through the use of elements such as lighting, sound equipment, and cords. The unit also looks at how to best deal with foreign press.

201 Public Diplomacy
Thomas Sladko

201 Public Diplomacy

COURSE SUMMARY: 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. The unit offers a theoretical explanation of the evolution, rationale, and scope of Public Diplomacy and its dichotomy into soft and hard power. It then compares the features of soft power in Public Diplomacy with those in Public Relations by addressing soft power and power shifts in both spheres and uses these to narrow the gap between the two.

202 The Human Factor
Dr. Raymond HamdenInes Pires

202 The Human Factor

COURSE SUMMARY: The unit analyses from a psychological perspective the importance of considering the human factor in any type of performance. On the example of an aircraft pilot the relation between technique and the individual performance is  analyzed and explained. Learning, motivation, attitude and rewards are aspects of the physiological motivation. Unmotivated teams cost companies 75% of their KPIs. There are numerous benefits to actively engaging and motivating people. Engaged employees will want to learn, seek ways to improve, drive business growth and provide a greater return on investment (ROI).Participants will understand that humans are driven by some internal forces beyond their explanation which should be considered when dealing inter-culturally. Following this psychological aspect he human factor  becomes one of the most important aspect in Soft Diplomacy and Cross-Cultural Intelligence.

This session focuses on a transformation path of the team, creating informed professionals who understand what makes a company reach their costumer professionals and know how to encourage their best behaviour and highest productivity while increasing team cohesion (between leadership and officers). Chances are that there are some common factors that motivate everyone in your team, the “wow” factors. This session uncovers (together with the participants) the top motivators, so the people can focus on them to bring out the very best in everyone.

203 Image and VIP Management
Philipa Lawrence

203 Image and VIP Management

COURSE SUMMARY: The course starts by the experts explaining the views on image and etiquette and the importance to make a good impression. By all means of etiquette and manners the image is built up and when done properly preserved by protocol officers. Dress codes and grooming for men and women are discussed and explained by various examples. Furthermore, the unit explains the importance of details in protocol. Finally, the unit elaborates how to deal with VIPs using the instruments of international protocol standards in precedence, seating, addressing and representation summarizing various topics discussed. 

204 Conflict Resolution and Negotiation Skills
Dr. Raymond Hamden

204 Conflict Resolution and Negotiation Skills

COURSE SUMMARY: This unit features new and updated inputs for understanding and managing negotiation processes and conflict resolutions. The participants will learn about the negotiation process and how it is influenced by conflict and by its players. The participants will also attain specific negotiations skills that can help them in yielding desired results, whether in agreement, stalemate, or breakdown.

205 Country Branding
Ines Pires

205 Country Branding

COURSE SUMMARY: This unit offers insight into how countries attempt to project their image abroad. It also takes into account the contribution of companies and diplomatic missions worldwide, along with an evaluation of the country brand index to explain differential market positioning between countries. Participants will learn the methods, purpose, and the economic impact of Country, City and Place Branding. The unit includes several case studies and capacity building activities.

206 Cross-Cultural Communication
Dr. Raymond Hamden

206 Cross-Cultural Communication

COURSE SUMMARY: The objectives of this unit are to study and apply different, basic cultural policies and broaden each participant’s world view. With an emphasis on the structure of culture, research models will be presented to facilitate a discussion of this subject matter. The reality of culture shock in our globalizing world warrants a conversation about diversity and the need to understand different people in the societies in which we live. The unit will also explore possible solutions, that could facilitate the ways in which people from differing socio-historical backgrounds learn to communicate effectively with each other. 

207 Hard Diplomacy vs Soft Diplomacy
Abdullah AlMaaniDr Karin Kneissl

207 Hard Diplomacy vs Soft Diplomacy

COURSE SUMMARY: In this unit participants will learn the difference between soft diplomacy and hard diplomacy. Soft diplomacy skills count among the key characteristics of any diplomat, whose duty is to represent their country and the country’s interest in the best possible way. A soft diplomatic approach encourages the maintenance of dialogue and avoids conflict, both on an individual level and global level. 

208 Cultural Diplomacy & DOs and DON'Ts around the world
Dr. Raymond Hamden

208 Cultural Diplomacy & DOs and DON'Ts around the world

COURSE SUMMARY: In this unit participants will learn the differences between cultural diplomacy, public diplomacy and nation branding and its impact on a worldwide level. Also, some tips to successfully avoid specific cultural failures and what to do to strengthen cultural related communication styles with examples are given by experts on this subject. The importance of all these aspects are illustrated by various example in business etiquette.  

209 European Perceptions of Arab Culture
Mahmood Al WahaibiDr Karin Kneissl

209 European Perceptions of Arab Culture

COURSE SUMMARY: This unit offers an analysis of the viewpoints from which the West perceives the Arab world. It provides 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. The unit 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 elements, notably the Media, in creating a better understanding of the Arab culture in the West.

210 The Rise of China
Bryen Li

210 The Rise of China

COURSE SUMMARY: This unit looks at the history and culture in China in order to understand the basics of protocol in the People's Republic of China. It offers an overview of the values, cultures, and attitudes that characterise protocol and etiquette in this country. Learning this aspect will enable everyone to better prepare official, private or business trips to China.

211 Relations with Africa
Richard Amoako

211 Relations with Africa

COURSE SUMMARY: This unit discusses the history and culture in Africa, looking at specific practices that have been developed in different regions of the continent. It helps identify certain DO’s and DON'Ts that are crucial for successful relations in Africa. The unit is designed to enable a better preparation for diplomats and VIPs who plan to visit different regions of the continent.

212 India Insights
Deepti Golani

212 India Insights

COURSE SUMMARY: This unit discusses the history and culture in India, looking at specific practices that have been developed in different regions of the highly-potential continent. It helps identify certain DO’s and DON'Ts that are crucial for successful business or official trip to India. The unit is designed to enable a better preparation for the mindset of diplomats and VIPs who plan to visit different regions of the continent.

213 Digital Diplomacy
Thomas Sladko

213 Digital Diplomacy

COURSE SUMMARY: Social Media has been a boom in all areas for over a decade. No doubt the world of diplomatic communication has probably witnessed more rapid changes in the past few years. As a matter of fact, digital diplomacy is already being implemented by political leaders. Arguing from the perspective of soft diplomacy, it will be of immense importance to Digital Diplomacy. This workshop will be an opportunity for you to acquire techniques and updates on Digital Diplomacy.

300 Business Protocol
Patricia Benoit-GuyotPhilipa Lawrence

300 Business Protocol

COURSE SUMMARY: This unit has been designed to provide an overview of the business etiquette and protocol environment. Starting by understanding that there are no second chances in protocol – neither in official state protocol, nor in the business world. When conducting business in various types of organisations and industries, it is useful to understand the modus operandi behind it, the culture, the organisational structure, and the importance of protocol in this context. The unit will illustrate how basic rules of etiquette should be applied to facilitate the purpose of the business encounter be it an internal meeting set up, virtual meetings or a formal dining. The unit explains how to incorporate practical tips in behavior and etiquette for telephone calls, gift exchange, meeting set up.

Furthermore, the course will examine the elements that comprise business protocol as well as how to apply business protocol in actual settings. It will focus also on how business protocol enhances corporate engagement with other corporate entities. It will also focus on how business protocol enhances relations between staff in a corporate working environment as well as between corporate entities in promoting the objectives of the company. It will also examine how business protocol can enhance the corporate brand and image.

301 Image and Business Table Protocol
Patricia Benoit-GuyotPhilipa Lawrence

301 Image and Business Table Protocol

COURSE SUMMARY: The course  teaches how to develop a professional image and apply ceremonial protocol practices and procedures as well as etiquette elements to Image and Business Table Protocol. In this regard the course will deal with basic etiquette, professional attire, forms of address and greetings, orders of precedence, seating arrangements. The course will also address International Business Table Protocol including what it entails and the blunders to avoid. Additionally, the course will examine the impact of Covid 19 and how to adapt business table protocol to current realities.

The unit as well offers the aspect of the the communicative function of the “Business Table”. The main important elements that a facilitator should have in mind when organizing a meeting are: the timing, the role of notetaker, bullet points, acoustic and the agenda. Furthermore, everyone participating should have a certain function. The unit discusses board meetings and high-level meetings and their specific considerations to be followed: invitations and follow up, group photo, catering, gifts and media and of course video conference options and considerations. One should consider how to create a precedence for video conference speakers. Finally the unit elaborates on the case study of the “Broad Band Commission” high-level annual meetings all aspects from A-Z to be taken into consideration from a Business Protocol perspective.

302 Economic Diplomacy & Trade Missions
Dr Karin KneisslInes Pires

302 Economic Diplomacy & Trade Missions

COURSE SUMMARY: This unit explores the role of diplomacy within the economic context. A significant proportion of diplomatic activity is devoted to facilitating trade and economic relations or on the hindering of those by sanctions. The unit accordingly explains how diplomacy boosts business trade missions in today’s international society or on the contrary uses hard diplomacy and trade sanctions to weaken the economic development of a country or region.

303 Intercultural Negotiations in Business
Philipa LawrenceKristien Van Lembergen

303 Intercultural Negotiations in Business

COURSE SUMMARY: This unit addresses an increasingly important consideration in contemporary business diplomacy negotiations: different business cultures, communication styles and ethical assumptions across societies.The course will teach how to develop an understanding of the importance of understanding the cultural nuances in intercultural negotiations. Participants will learn how culture influences negotiations and the styles to adopt in negotiation to deal with different cultural profiles. They will learn about the cultural models and personalities displayed by different cultures and how it impacts negotiations. The course will also expose participants to the various formats to be adopted in dealing with negotiations with different cultures and the tools to use to create the right atmosphere conducive to successful negotiations. It tells how to deal with and appreciate these differences in negotiations through effective cross-cultural communication, cross-border management styles and ethical discernment. How to avoid stereotypes and generalisation?

304 Conflict Management
Ines Pires

304 Conflict Management

COURSE SUMMARY: This unit outlines conflict in a business setting: what is considered a conflict, discerning the cause of the conflict, exploring how conflicts escalate, and discovering one’s personal style of conflict management. It further looks into the philosophy of mediation and mediation techniques.

305 Corporate Diplomacy and Public Affairs
Ines Pires

305 Corporate Diplomacy and Public Affairs

COURSE SUMMARY: This unit explores Business Diplomacy by taking and analysing a real-life example of an organisation and the types of events it organises as well as the application of the Corporate Culture to the organisation of events.

306 Institutional Relations and Coalition Building
Andrea Mogni

306 Institutional Relations and Coalition Building

Firstly, the unit describes that a coalition consists of individuals or organizations working together in a common effort for a common purpose to make more effective and efficient use of resources. Coalition building is a key chapter of  the theory of participative democracy, Parliamentarian and non -Parliamentarian representation and  bottom up political or institutional decision-making theory. Secondly, Coalition building is also an example of transitional governance and social transformation. Coalitions imply a new social contract  between Governments and national or international  civil society, social innovation and experimentation, and behavioural changes. Thirdly institutions are instruments of statecraft. They are in charge of ideology, diplomacy,  finance, administration and governance , trade policy ,defence and military power.  Institutions represent the State or the Government in its policy formulation and implementation.

In the supporting materials the unit provides an understanding of the European Union (EU) Institutional Relations from the perspective of a public affairs consultancy. Afterwards, it gives an overview of the scope of institutional relations and to understand the eco and the macrosystem of potential relations. Secondly, the unit explains lobbying in the European context. Furthermore, it discusses the importance of transparency and why it is important to understand the EU Transparency Registration. 

 

307 Stakeholder Management
Marianne Zahnd

307 Stakeholder Management

COURSE SUMMARY: The course stakeholder management will give a first introduction in the key topic  of stakeholder management, when it comes to your daily work in projects and event management. Participants will learn the importance of stakeholder management, how to handle stakeholders as well as how to apply the various steps into your daily work. Participants understand the chances and challenges of stakeholder management after this training course. This unit considers a range of forms of stakeholders: associations, multi-stakeholder platforms in regards to project management. It underlines the opportunities that coalitions can bring and explains how to best extract advantages from this form of cooperation. It further addresses the challenges of stakeholders and frequent mistakes to be avoided in stakeholder and project management.

308 Reputation Management
Philipa LawrenceMarianne Zahnd

308 Reputation Management

Modern reputation management is much more than spreading good news on established channels of media and advertisement. In this unit, participants will learn how to deal today with online reputation management and you will receive practical tips on how to deal with social media recommendations or no-recommendations on any of company products and services. On the one hand, participants will understand how the internal and the external perception of an organization is positively built up and maintained. The unit will discuss aspects of reputation management both from customer and company point of view. How to deal with feedback and how to avoid by any means aggressively. 

Furthermore, the course will teach how to manage the on-line and offline reputation of a company. It can also be extended to personal branding. In this regard the course will also focus on the development and strategies employed in reputation management and explore case studies of major multi-national companies. The course will also examine the terminology and definition as well as the sustainable development of reputation management that companies can pursue in developing an enduring and lasting positive reputation. Ethical consideration will also be employed and also what should be avoided in structuring a companies reputation management.

309 Hospitality and Customer Service Awareness
Ines PiresShenaj ShalaThomas Sladko

309 Hospitality and Customer Service Awareness

COURSE SUMMARY: This unit focuses on specialised training for everyone who is responsible for making sure guests and customers have a pleasant experience with the company. This typically involves receiving guests, talking to them on the phone, taking reservations, answering any questions the customers may have. Therefore, it is important that the service agents understand the basics of first impression and how to make a good first impression. This course focuses on the top five most important skills for a front office agent and interacts with the understanding that attitude may vary according to the culture. For example, the front office agent speaks with guests in person all day, so it is important that they speak clearly and maintain a positive tone, good posture, listening and speaking skills, posture and smile. 

Furthermore, in the supporting materials you will find  the HTMi Global Student Forum which took place on Wednesday, 21st April 2021 and saw an exciting program of international guest speakers together with HTMi Switzerland’s Bachelor of Science (Hons.) The first guest speaker Dr. Thomas Sladko, Managing Director, ISPD Protocol & Diplomacy, Oman discussed the “The Basics of International Protocol for the Hospitality Sector. Soft Diplomacy in the “New Normal”. This was followed by Mr. Fabrice Tessier, VP School Relations and Partnerships Talent & Culture, Accor, Paris, France who spoke on “Accor’s Vision for the Hospitality Industry in a post-Covid19 World”.

310 Advocacy and Lobbying - Who do you lobby and how?
Andrea MogniInes Pires

310 Advocacy and Lobbying - Who do you lobby and how?

COURSE SUMMARY: This unit addresses lobbying procedures and considerations, notably corporate positioning and responsibility, how to construct key messages and arguments, and understanding the audience’s need for constructive dialogue. Participants will understand what lobbying is and what it is not, who lobbies whom, for what and when? Furthermore, it will be explained the way of advocacy, awareness-raising, legislative lobbying and different ways of interacting with institutions. 

The unit explains lobbying in the European context. Furthermore, it discusses the importance of transparency and why it is important to understand the EU Transparency Registration. The unit will start with a definition of the term lobbying and showcase this matter mainly within Brussels, the second most important city for lobbying in the world next to Washington in the US. The EU Agreement  finalised in June 2011 (and revised in 2014) defines lobbying as “the  activity aimed at influencing  directly or indirectly  the elaboration or the implementation of policies  or decision - making processes of European Institutions, no matter what would be the place  where these activities are carried out  and no matter what will be  the communication channel or mode”. 

Furthermore, the unit will discuss how lobbying works and the variety of people working in the EU institutions that are impacted and approached by lobbyists from all over the world: MEPs, EU Member States, EU Commissioners, EU Expert Groups and regulatory agencies. The unit will explain the main professional characteristics of a lobbyist and how they approach the decision makers to convey their message. The course will finish with a explanation and discussion on integrity and transparency and the 10 OECD principals for integrity and transparency. 

311 PPP - Public Private Partnerships
Vazil Hudak

311 PPP - Public Private Partnerships

COURSE SUMMARY: This unit focuses on public-private partnerships (PPPs) as visionary terms of collaboration. In general, governments need companies to augment the financial returns for their country and companies need the state's reputation and influence in return. These types of partnerships assume a wide range of forms, varying in the extent of involvement of and risk taken by the private party. The terms of a PPP are typically set out in a contract or agreement that outline the responsibilities of each party and allocate risk. This course also emphasises on the type and spectrum of PPP agreements and the need for growing this collaboration: from corporatisation and decentralisation to service contracts and from concessions to joint ventures or performance contracts.

312 Business Development Challenges in Different Markets
Ines Pires

312 Business Development Challenges in Different Markets

COURSE SUMMARY: This unit focuses on the reasons behind the rise in the importance of corporate diplomacy - the combination of growth, globalisation, and an increasing realisation by business executives that they have to play an active role in influencing governmental rulemaking and in shaping perceptions. It also covers the shift of sales for business development by constant incorporation of a global strategy necessary for establishing appropriate rules governing the growth and competition in various national and international industries.

313 International Taxes Strategy, Risk and Compliance
Angele Kedaitiene

313 International Taxes Strategy, Risk and Compliance

The session starts by introducing the recent international taxation system, the major achievements, but also the risks and instabilities. The recent projects of OECD aim at building up the global commitment, of more than 100 countries involved, at designing and committing towards setting-up of the global rule book of the international taxation, especially as it relates to the digital taxation and to the minimum taxation introduced across the jurisdictions, and also the tax heavens. The session will draw attention to the major risks and paradigms, related to international taxation, such as the rules of transfer pricing, double taxation, harmful practices, effects upon the global value chains, transparency, intellectual property rights, digital taxation, etc.  Finally, the session will touch upon the case studies of DG Competition, European Commission, related to irregularities of the taxation regimes, and the cases of the European Court of Justice.

Elections Campaign: The importance of Body Language for Politicians
Shenaj Shala

Elections Campaign: The importance of Body Language for Politicians

The lecture focuses on the importance of body language for politicians who should follow these ideas mainly during election campaigns. In our modern world that is highly visually driven - not solely by print media but as well in TV Shows, discussions and social media accounts, the appearance of politicians when campaigning is a main factor to be considered. Following the principals of successful body language should help to convey the message and win elections.

During the session the expert Shanaj Shala speaks and shares information about non-verbal communication and gestures, tone of voice, rhythm; and how knowing how to read basic body language signals. Those will give us an advantage (e.g. during election campaigns) to win arguments over  opponents; which gestures to avoid, and which ones to reinforce when appearing on electoral debates or meeting with important people; and most importantly how all this topic correlates with the field of protocol and how it actually helps us do our job better when we communicate with our colleagues and VIPs during official events through non-verbal communication.

Image Advise and Personal Marketing
Thomas Sladko

Image Advise and Personal Marketing

Based on the undoubtable importance of the appearance of any person in public like a politician or a CEO the unit will start by taking a closer look on the given or not given coherency of image and reality. A solid image of any politician is strongly effected by visible characteristics like adequate dressing in public, behaviour, posture, gesture and communication skills. Therefore, the unit will analyse and showcase the main components regarding this matter and make participants understand how to align image and personality with the expectations of potential voters and the public in general. To influence the perception of a person in public is one of the tools of success for personal marketing. 

Political Speech and Storytelling
Shenaj Shala

Political Speech and Storytelling

In this session "Storytelling & Political Speech", the expert shares knowhow on the importance and power of storytelling as means of leaders to teach, inspire and influence. Furthermore, the expert Shenaj Shala tells her personal story as an example to describe the significance of telling personal stories of failures and success. 

Crisis Communications
Thomas Sladko

Crisis Communications


Crisis communication is one of the main functions of public relations. The course analyses how the political leadership communicates during the actual COVID-19 pandemic and discusses the Gate-Keeper Theory by David Manning White. Participants will understand why a crisis is essential for journalists and media and how to deal with gaining back trust and "normality" in corporate and political communication. The unit will illustrate why it is important to both understand how media works for politicians and corporations and will showcase some excellent crisis communication strategies and tips. At the end of the unit participants will understand the basic hands-on to-dos how to deal with a crisis from the communicative aspect and what by any means to be avoided in crisis communication for political leaders. Crisis communication is one of the main functions of public relations. The course analyses how the political leadership communicates during the actual COVID-19 pandemic and discusses the Gate-Keeper Theory by David Manning White. Participants will understand why a crisis is essential for journalists and media and how to deal with gaining back trust and "normality" in corporate and political communication. The unit will illustrate why it is important to both understand how media works for politicians and corporations and will showcase some excellent crisis communication strategies and tips. At the end of the unit participants will understand the basic hands-on to-dos how to deal with a crisis from the communicative aspect and what by any means to be avoided in crisis communication for political leaders.

Presentation Skills for Politicians, Candidates and TV Shows, Social Media, and Politics 360 Degrees
Shenaj Shala

Presentation Skills for Politicians, Candidates and TV Shows, Social Media, and Politics 360 Degrees

This session focuses on how persons in the public spotlight should present themselves in successful ways in various media 360 Degrees. This might be a personal conversation a politician is having with potential voters, political candidates in TV Shows, social media and other media outlets. The expert Shenaj Shala gives an insight on the does and don'ts in this regard and offers background understanding in presentation skills for politicians but as well for political candidates, diplomats, protocol officers, or anyone who would like to present themselves in a successful and more efficient way.