The first handshake with an ambassador, a minister or a company chairman leaves an impression long before anyone discusses business — and getting it wrong is rarely forgotten. This Arab British Fellowship Training Academy training course builds the international media-management and protocol skills needed to get that moment right, consistently, across different cultures and settings.

The starting principle is simple but easy to forget under pressure: an important person is, first and foremost, a person — met with neither excessive reverence nor casual disregard. VIP behaviour tends to combine emotional balance, independence, self-confidence and an ambitious, serious approach to work, and their social lives typically involve multiple overlapping relationships — which is exactly why the humans behind the title deserve as much study as the protocol rules around them.

Who Should Attend:

• Managers of institutions and companies
• Businesspeople looking to develop their media-management skills
• Media college students and graduates from various universities
• Anyone building expertise in working with VIPs

What Participants Will Be Able to Do After the Course:

• Handle situations that require familiarity with formal transaction rules and official ceremonies
• Apply the rules governing ceremonial presentation and etiquette when dealing with important figures
• Use formal table settings professionally, and apply table etiquette, hospitality and dress-code standards
• Apply the personal skills needed to put protocol and ceremonial rules into practice
• Draw on real experience handling VIPs, backed by solid etiquette and protocol skills

Module 1: What Etiquette and Protocol Really Mean

• Defining etiquette and protocol and why they matter in formal settings
• The difference between etiquette, protocol and ceremonial rules
• How protocol supports an organisation's public image

Module 2: The Fundamentals: Dress, Greeting and Body Language

• Attire and appearance standards for official events
• Greeting and handshake protocols
• Effective non-verbal communication: body language, tone and eye contact

Module 3: Reading the Room: Understanding and Receiving VIPs

• Types of VIPs and their key traits, needs and expectations
• Preparing thoroughly before receiving a VIP, including agendas that meet their needs
• Best practices for a professional welcome

Module 4: Official and International Protocol

• Definition, importance and types of protocol (government, commercial, social)
• Basic rules for applying protocol at events, and how it differs across international settings
• Handling foreign delegations and recognising cultural patterns in ceremonial contexts

Module 5: Planning and Managing the Event Itself

• Steps in organising an event, from concept to execution, including objectives and budget
• Managing time and resources during the event
• Handling surprises, and following up with performance evaluation afterward

Module 6: Communicating and Negotiating with VIPs

• Dialogue and negotiation strategies
• Choosing appropriate language and expressions
• Active listening and adding real value to the conversation

Module 7: Handling Friction: Crisis Management with VIPs

• Strategies for managing difficult situations as they arise
• How to apologise and repair a relationship after a conflict
• Building lasting trust and respect

Module 8: Cultural Intelligence Across Borders

• Why cultural awareness matters when interacting with VIPs, and how culture shapes etiquette
• Strategies for adapting to cultural differences and communicating across diverse backgrounds
• Using appropriate language and non-verbal cues, with respect as the guiding principle

Module 9: Leadership, Networking and Continuous Growth

• Traits of a successful leader in event organisation, and how to motivate a team
• Building and maintaining a professional network with VIPs over the long term
• Exercises to sharpen etiquette, communication and emotional intelligence