THE INTERNATIONAL SCHOOL OF PROTOCOL AND DIPLOMACY & THE BELGIAN-LUXEMBOURG CHAMBER OF COMMERCE FOR RUSSIA AND BELARUS PRESENTS Business Soft Diplomacy for Business By Ines Pires Specialist in Soft Diplomacy Expert in International Protocol Concept Strategist ISPD Founder i. Pires-Urquiza 2014www.ispdnetwork.org

Understand “Being” Before “Doing” Attitudes vary according to family, culture, lifestyle, politics, beliefs and life i. Pires-Urquiza 2014www.ispdnetwork.org

Businesses are Changing! So it’s Communication should change as well -Cultural -Technological -scientific Those changes affect the ways in which the communication and soft diplomacy is conducted. i. Pires-Urquiza 2014www.ispdnetwork.org

Actors Government Institutions (international, regional…) Business leaders NGOs Civil Society i. Pires-Urquiza 2014

Perspective Organisa tion Clients Partners Suppliers Shareholders Regulators BofD Countries Companies Nationalities Competitors Staff Pires-Urquiza 2014

“If I want to succeed in guiding a human being... I must find him where he is … to help a person, I must of course understand more than he does, but above all I must understand what he understands.” Kierkegaard i. Pires-Urquiza 2014

Successful Communication: Process of exchanging information between potential clients and stakeholders from different cultural backgrounds in a way that preserves mutual respect and minimises antagonism Pires-Urquiza 2014

HR Go International Psychological dimensions Cultural Construction Corporate Values Pires-Urquiza 2014

Hard Diplomacy Model i. Pires-Urquiza 2014www.ispdnetwork.org

WE YOU i. Pires-Urquiza 2014www.ispdnetwork.org

Soft Diplomacy Model i. Pires-Urquiza 2014www.ispdnetwork.org

WE i. Pires-Urquiza 2014www.ispdnetwork.org

WIN i. Pires-Urquiza 2014 Thank you for your Attention Ines Pires Urquiza – ISPD Exectuive Director -

Governments & Symbols Photo by Ines Pires-Urquiza i. Pires-Urquiza 2014www.ispdnetwork.org

Corporate Brain Reaction CULTURE NEGOTIATION DECISION i. Pires-Urquiza 2014www.ispdnetwork.org

The need to institutionalise the diplomatic mind-set throughout their organization, and to equip line managers at all levels to help shape the external environment. i. Pires-Urquiza 2014www.ispdnetwork.org

Nation Branding management of a brand that represents a country, a state, or a nation. Think critically from a variety of business and social perspectives i. Pires-Urquiza 2014www.ispdnetwork.org decision-making, policy-making and advocating of the sending state-business interests. Economic Diplomacy

Country Branding measures, builds and manages the reputation of countries i. Pires-Urquiza 2014www.ispdnetwork.org

Place Branding Country Branding Region Branding City Branding Street Branding i. Pires-Urquiza 2014www.ispdnetwork.org

Tourism revenue To increase export To attract foreign investment To hire workforce i. Pires-Urquiza 2014www.ispdnetwork.org

Why a Company Need Diplomacy: business promotion between a home and host country Commercial Diplomacy & Ngo’s Structural Policies & Bilateral Trade & Investment Agreements Building Reputations and Relationships with External Stakeholders Gaining economic stability, welfare, or competitive advantage i. Pires-Urquiza 2014www.ispdnetwork.org

Conflict Resolution and Mediation i. Pires-Urquiza 2014www.ispdnetwork.org

senior executives play the essential role by negotiating and creating alliances with key external players including governments, analysts, the media and non-governmental organizations (NGOs) but differences appear in i. Pires-Urquiza 2014www.ispdnetwork.org

Dealing with V.I.P and Celebrities and Organising Promotional High level events i. Pires-Urquiza 2014www.ispdnetwork.org

Relations with the Media Photo by Ines Pires-Urquiza i. Pires-Urquiza 2014www.ispdnetwork.org

Language Photo by Ines Pires-Urquiza i. Pires-Urquiza 2014www.ispdnetwork.org

Body language i. Pires-Urquiza 2014www.ispdnetwork.org

Verbal Expressions & Forms of Address Photo by Ines Pires-Urquiza i. Pires-Urquiza 2014www.ispdnetwork.org

 Chiang Kai-shek, Franklin D. Roosevelt and Winston Churchill in II World War Names and Image i. Pires-Urquiza 2014www.ispdnetwork.org

Greetings and Manners i. Pires-Urquiza 2014www.ispdnetwork.org

Eat and Drink i. Pires-Urquiza 2014www.ispdnetwork.org

Dress Codes i. Pires-Urquiza 2014www.ispdnetwork.org

Gifts i. Pires-Urquiza 2014www.ispdnetwork.org

Structure of Thoughts Religion and Philosophy Photo by Ines Pires-Urquiza i. Pires-Urquiza 2014www.ispdnetwork.org

Colours i. Pires-Urquiza 2014www.ispdnetwork.org

Luck Photo by Ines Pires-Urquiza i. Pires-Urquiza 2014www.ispdnetwork.org

Gender i. Pires-Urquiza 2014www.ispdnetwork.org

Customs and Attitude Photo by Ines Pires-Urquiza i. Pires-Urquiza 2014www.ispdnetwork.org

Time & Punctuality Photo by Ines Pires-Urquiza i. Pires-Urquiza 2014www.ispdnetwork.org

Prejudice i. Pires-Urquiza 2014www.ispdnetwork.org

Transparence in Business Photo by Ines Pires-Urquiza i. Pires-Urquiza 2014www.ispdnetwork.org

Thank you for your attention Electronic Business Card Where to find me? Depends who calls… I do not know exactly today How to Find me? Call ISPD Headquarters in Brussels at or me at What? They call me Soft Diplomacy Skills Specialist but I am just motivated to help people like you Pires-Urquiza 2014