1. 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

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

3. 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

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

5. Perspective Organisa tion Clients Partners Suppliers Shareholders Regulators BofD Countries Companies Nationalities Competitors Staff www.ispdnetwork.orgi. Pires-Urquiza 2014

6. “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 www.ispdnetwork.org i. Pires-Urquiza 2014

7. 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 www.ispdnetwork.orgi. Pires-Urquiza 2014

8. HR Go International Psychological dimensions Cultural Construction Corporate Values www.ispdnetwork.orgi. Pires-Urquiza 2014

9. www.ispdnetwork.org

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

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

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

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

14. WIN www.ispdnetwork.org i. Pires-Urquiza 2014 Thank you for your Attention Ines Pires Urquiza – ISPD Exectuive Director - i.urquiza@ispdnetwork.org

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

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

17. 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

18. 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

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

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

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

22. 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

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

24. 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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

43. 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 +3228301222 or email me at i.Pires@ispdnetwork.org i.Pires@ispdnetwork.org What? They call me Soft Diplomacy Skills Specialist but I am just motivated to help people like you www.ispdnetwork.orgi. Pires-Urquiza 2014