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Basics of Protocol and Soft Diplomacy

Protocol involves etiquette on a local and international scale in particularly in ceremonials, official functions and visits and the respect for precedence.

This course requires a basic knowledge in business or social etiquette or some experience in high-level event management. It aims to introduce the concept of protocol and diplomacy and compares it to etiquette and ceremonial but also to get a better understanding of multicultural matters. Examples of the use of protocol in official and private lives will be given, protocol in multicultural societies, protocol in high and low context societies, precedence in protocol and will end examining the new trends/shifts of protocol in the 21st century.

"We are all different but we want to understand each other" (Former Ambassador Dr. Luis Ritto)

Objective

Outline

By the end of this workshop, participants will learn strategies to check all “motions” of a high-level event and will be able to respond to the expectations of a VIP, superior but also will learn the history of ceremony. They will learn the difference between international visits, state visits, official visits, working visits and private visits:

• Use business etiquette correctly and engage in initial conversation
• Understand common practice and key elements of ceremonies
• Present themselves and their organization with confidence and knowledge
• How to work as a team with the communication and policy officers
• Difference between soft power, public diplomacy, digital diplomacy
• Use correct titles and forms of address in different contexts, reception and corteges
• Know the Order of Precedence
• Prepare invitations for various events on different levels of formalities, prepare notes of acceptance but also of declines
• Understand how culture affects gift selection
• Flag etiquette
• How to plan and prepare for hosting important events and meeting dignitaries (project plan)
• How to plan and balance table seating
• How to react appropriately and in a proactive manner to any protocol-related questions and issues
• Dress code and colour meaning, how to treat VIPs, pitfalls etc.

At the end we PRACTICE –
1. Give an Award Presentation by using the learnt techniques and strategies
2. How will you position a 4pax at a table (round/square/rectangular/oval) and why?

Who should attend

This course is suitable for all who would like to work in the field of protocol, diplomacy, media relations, customer services, international business environment, cross-cultural diplomacy practice, those who would like to advance their knowledge in protocol and soft corporate diplomacy or want to be certified the knowledge gained through their work experience:
Chief of Protocol
Protocol Officers/Advisors
Civil Servants
Embassy Personnel
Executive Assistants
Event and Conference Managers
Office Managers
Hospitality Managers

Methodology

Pre-assignment (which characteristics should a protocol officer have?)
PowerPoint Presentation and Discussion
Case studies with Videos
Role plays
Individual exercises
Group activities

Testimonials

It is our pleasure to have attended the Protocol & Soft Diplomacy course conducted personally by your good self, appreciated. Not only have we learnt about protocol and diplomacy in general, we have also learnt some etiquette which is very useful and essential in our course of daily work at Business China
Audrey Lian, Manager Business China

Although it was only a half day course, there were plenty of excellent examples and practice on the seating arrangement which had made this course a fruitful one. We would like to express our utmost appreciation to you for the one-to-one course conducted
Low Wan , Associate Business International

It gave me such enhanced skill and knowledge in the field of protocol officers, embassies, ceremonies, private business and consultats that I’m much better prepared to apply for positions in these areas, thank you!
Incognito

Profile of Teo Ser Lee

Teo Ser Lee PBM is the Founder and Director of Protocol Academy Pte Ltd, Singapore’s pioneer in etiquette and protocol services. The company was founded in 2003.

In the dynamic world of corporate professionalism, Ms Teo stands out as a luminary figure, bringing a unique blend of expertise in Corporate Etiquette, Dining Etiquette, International Protocol, and a flair for personal image enhancement. Trained and certified by The Protocol School of Washington, she has cultivated an impressive portfolio of clients that spans across various industries, showcasing her prowess as a Colour & Make-up Artist, Personal Stylist, Image Consultant and an accomplished professional in the training sector.

Ms Teo's academic journey began with a Bachelor of Accountancy degree from the prestigious National University of Singapore, which laid the foundation for her multifaceted career. Her initial foray into the business world commenced as an external auditor with the then Ernst & Whinney, demonstrating her analytical acumen and attention to detail. Over the following years, she has accumulated more than 12 years of invaluable experience in the hospitality industry, specializing in marketing and corporate communications.

Ms Teo's ascent in the corporate arena has been nothing short of extraordinary. She held pivotal management positions with industry giants like Singapore Airlines, where her strategic vision and communication skills contributed to rapid promotion to Head of PPS (Priority Passenger Services). Her journey reached new heights when she assumed the role of General Manager, Corporate Communications for Samsung Electronics, the first foreign lady to join a major chaebol, a testament to her ability to navigate the complexities of the technology sector.

Ms Teo's proficiency in Corporate Etiquette and International Protocol sets her apart as an authority in refining the finer points of professional conduct. Her certification from The Protocol School of Washington attests to her commitment to excellence in this realm.

Through her trainings, she imparts invaluable knowledge, helping individuals and organizations project a polished and professional image in a globalized business landscape. Some of her clients include the ministries and statutory boards in Singapore, such as Ministry of Defence, Ministry of Foreign Affairs, Ministry of Education, EDB, Enterprise Singapore, IRAS, HDB, MPA, SPF, SCDF, etc., MNCs such as American Express, Borneo Motors, Dyson Singapore, Cycle & Carriage, Federal Express, Genting Hotels & Resorts, Great Eastern Life Assurance Company Limited, Louis Vuitton (Sngapore) Pte Ltd, Rémy Cointreau International Pte Ltd, Shangri-la Hotels & Resorts (Shanghai, China). Notably, she has also conducted programmes training the civil servants of China who are under the leadership of President Xi Jinping, and EMBA students of Fudan University in Shanghai, further underscoring the international reach and impact of her expertise.

Ms Teo's accomplishments have not gone unnoticed, as she has been featured in several major newspapers and magazines, cementing her reputation as a thought leader in her field. Beyond her corporate endeavors, she has also conquered the world of beauty with an impressive collection of five beauty titles, showcasing her versatility and poise.

• Ms Singapore/International
• Ms Singapore/World
• Ms Singapore/Globe
• 1st Runner-up of Queen of the Midnight Sun (International Pageant)
• Ms Friendship/Globe (International Pageant)

As the ambassadress of Singapore, she has travelled extensively round the world gracing occasions, raising funds for charity and representing Singapore in international pageants.

Ms Teo's talents extend beyond the corporate boardroom; she is also a part-time drama artiste and a radio guest presenter. Her involvement in the arts reflects a well-rounded personality, demonstrating her ability to seamlessly blend creativity with corporate finesse.

Ms Teo's journey from a Bachelor of Accountancy graduate to a respected figure in Corporate Etiquette, International Protocol and Professional Image is nothing short of inspiring. Her diverse skills, coupled with her impressive track record, showcase a professional who not only excels in the corporate realm but also embraces creativity and personal development. Ms Teo's global impact through her training initiatives across ASEAN countries and China underscores her commitment to shaping a world of professionals who exude excellence and cultural sensitivity. Her story serves as a testament to the power of continuous learning, adaptability and the pursuit of excellence in multiple domains, breaking barriers for Singaporean women of her generation.