Rethinking Protocol in the New Normal


12-13 JULY
World map
Czech Republic
south africa
United Arab Emirates
order of Malta
national associations
of protocol officers
speakers from
the protocol sector
Global Protocol Summit is the annual event promoted by 9 Associations of Protocol Officers. The aim of 2021 edition is to rethink traditional Protocol practices in the new normal, analyze current challenges
and new ideas.
The Summit brings together international experts, experienced protocol officers, new talents, public servants, entrepreneurs, diplomats, event managers, researchers, publishers, contractors, and individuals
who love Protocol and Etiquette.
Together we will draft a positive Protocol Agenda to address common tasks that our sector faces in the new normal
both regionally and globally.
Protocol helps to improve relations between public officials. Without it, mutual understanding between peoples is doomed to aggression and conflict.

Ambassador Extraordinary and Plenipotentiary

of the Russian Federation,

President of the National Association of Protocol Specialists (NAPS)

Ambassador Extraordinary and Plenipotentiary of the Russian Federation,
President of the National Association of Protocol Specialists (NAPS)

Mentor of the Center for International Protocol of the Russian Presidential Academy of National Economy and Public Administration (RANEPA).

In 1990, he formed the Russian Presidential Protocol Service, which he led until 2000. From 2000 to 2011, he served as an advisor to the President of the Russian Federation.

Awarded the Order “For Merit to the Fatherland” (4th, 3rd, 2nd Classes), Order of Friendship, Order of Alexander Nevsky, Decoration For Impeccable Service and citations from the President of the Russian Federation.

The Soviet Union, including Latvia and Georgia, Cuba, Russia are among the countries V.N. Shevchenko, a globally minded person open to new opinions, views, approaches and people who created the new Russian protocol was appointed to work. Much of what Shevchenko implemented in the Russian national protocol is still the basis for protocol standards.

Author of such books, as Protocol of the Russian Federation (Protokol Rossiyskoy Federatsii), Protocol of the President of the Russian Federation (Protokol Prezidenta Rossiyskoy Federatsii), Everyday Life of the Kremlin Under Presidents (Povsednevnaya zhizn Kremlya pri prezidentakh). He is probably the only protocol professional, who became a media personality and wrote a book about his work at the Kremlin.
Summit's Steering Committee
Protocol adviser, expert in diplomatic protocol and political marketing, member of the Italian Association of Protocol Officers, professional AIIC conference interpreter.
Her portfolio includes +500 conferences and high-level meetings, coordination and protocol coverage of programs for VIP events in Italy and all over Europe. She collaborates with Event agencies, NGOs, Government contractors, PR offices of multinational corporations, Associations, Communication agencies, and Private companies. As a representative of a new generation of protocol experts, she studies new trends in international diplomacy, political communication, and tools of digital diplomacy applicable to the Protocol sector.
Alena GUIL
Etiquette Expert, Business etiquette and Protocol Coach, Researcher with 30 years of experience.

Business Etiquette trainer at the Executive Office of the President of the Russian Federation, the Center for International Protocol at the Russian Presidential Academy of National Economy and Public Administration, and MGIMO School of Business. Author and facilitator of corporate training sessions for executives and employees of public and private companies.

National Professional Protocol, Image and Etiquette Award winner in the Contribution to Business Etiquette Development in Russia and Contribution to the Profession Development and Promotion categories.

Ms Guil's special highlight is a practical course, titled "Russian and European Etiquette of the XIX Century", developed in partnership with Zinaida Manakina, a Smolny Institute graduate.
Alena GUIL
Executive Director of the Russian National Association of Protocol Specialists (NASP).
Ms Mikhailova, together with the Chief of the Russian Presidential Protocol, amb Shevchenko hosted Russia's first protocol conference in 1998. Three years after, in 2001, she founded the Business Protocol Agency. She established a Center for International Protocol Studies and Cross-Cultural Communications at the Russian Presidential Academy of National Economy and Public Administration in 2010.

Ms Mikhailova has been working as a personal consultant and protocol advisor to several Russian and Kazakhstan ministers and regional leaders. She has been specializing in protocol coaching since 2014.

Ms Mikhailova is a frequent guest on radio and TV shows. She has an extensive list of articles and publications on Protocol issues.
Director of the Center for International Protocol Studies at the Russian Presidential Academy of National Economy and Public Administration (RANEPA).
Expert in Diplomacy and International Relations (University of Genoa) with a specialization in Social Doctrine of the Catholic Church (Lateran University).

Mr Borgiani works as a protocol adviser and external protocol consultant. He is a guest lecturer at SIOI, ANCEP and many universities in Italy. He is an author of numerous publications, articles and books on ceremonies and protocol. He is appointed as a National Delegate of the Italian Association of Protocol Officers for international relations, events, and professional education for protocol officers. As an external consultant, he provides protocol coverage to different events and ceremonies of the Italian Ministry of Foreign Affairs and public institutions.
Giovanni Battista BORGIANI
Jiali ZHOU
An associate professor of China Foreign Affairs University (CFAU). Vice-president of the Beijing Chapter of the International Association of image consultant (AICI), she got Certificate image professional (CIP) of AICI in 2018.
She published more than 40 academic articles, and five books: three monographs and two as editor-in-chief.
Jiali Zhou is an expert in the field of Protocol and Etiquette and personal image building in China. She has been teaching Diplomatic Protocol and International Etiquette since 2010 in CFAU. Among her students, there are CFAU graduates, foreign diplomats, government officials, commercial and corporate personnel.
Jiali ZHOU
Svetlana SHUBINA
Etiquette specialist and coach since 2015. Author of numerous publications and media articles on business etiquette and good manners. A guest on a radio talk show (Silver Rain station)
She received letters of merit from the Yekaterinburg city administration, diplomas for active participation in the IV and V International Forum and Exhibition "Protocol Service".

Ms Shubina founded the Etiquette Branch in the Russian Association of Protocol Specialists in 2019. This professional platform unites etiquette specialists and provides training programs.
Svetlana SHUBINA
Leonardo MARRA
Chief of the diplomatic protocol of the Sovereign Military Hospitaller Order of Saint John, of Jerusalem of Rhodes and Malta (the Government seat is in Rome, Italy) since
September 2010.
Fully responsible for all official and diplomatic events, including:
Visits of Heads of State, Visits of Heads of Government and Ministers, Visits of high
foreign Authorities, Presentations of Credential Letters of Ambassadors, official meetings, international conferences, Audiences to the Diplomatic Corps.
Leonardo MARRA
Vice President of the World of Arts Foundation for the Development of Culture, Art and Sports. Winner of the Russian Professional Award in Protocol, Image and Etiquette.
Author and producer of award events within the President's program for Popularization of state symbols in Russia. Initiator and organizer of balls, including the Kremlin Ceremonial Ball, Flower Ball, Lounge Style Ball. Ms Semenets organizes and produces large media projects, public events, theatre and film projects.

Her teams develop image projects and ceremonial events at different locations in Russia, including the Central Exhibition Hall Manezh, the Bolshoi Theater, Olimpiyskiy, Luzhniki, Megasport, Pashkov House, Tavrichesky Palace and Beloselsky-Belozersky Palace.
Mark Verheul
Founder, trainer and consultant International Protocol & Strategic Networking (The Hague, the Netherlands).
Co-author «An Experts’ Guide to International Protocol. Best Practice in Diplomatic and Corporate Relations». He makes projects in Chicago, Kathmandu, Thimphu (Bhutan), Geneva, Dublin, Brussels, Amsterdam, Hague.

Beforehand, Mark has worked for The Royal Hashemite Court in Jordan (2008-2009), The Royal Household of the Netherlands (2005-2007) and the Protocolbureau in The Hague (1999-2003).

In his most recent position as Head of Protocol of the City of The Hague (2010-2018), Mark Verheul was responsible for the external relations of the city executive with a wide variety of stakeholders in the governmental, diplomatic, social, corporate and academic world, and was advisor for all internal parties on matters related to protocol, intercultural communication, ceremonies, conferences and events. He also represented the mayor on a wide range of diplomatic events in order to strengthen the image of The Hague as international city of peace and justice.
Jean Paul WIJERS
Executive Director of Protocolbureau and the Institute of Strategic Relationship Management.
In 1996 he graduated from the Hotelschool The Hague, one year after starting his first company ‘Protocolbureau‘. Between 2001 and 2009 Jean Paul Wijers worked as Head Usher for the Master of Ceremonies of H.M. Queen Beatrix, at the Royal Weddings and State Funerals. Jean Paul is coauthor of the books Protocol to Manage Relationships Today: Modern Relationship Management Based Upon Traditional Values and Managing Authentic Relationships; Facing New Challenges in a Changing Context, published by Amsterdam University Press in 2020 and 2019. He teaches at the Hotelschool The Hague and at Georgetown Universtiy in Qatar.
Jean Paul WIJERS
International Protocol Consultants (IPC) was established by its founder and managing director, Christine van Heerden, an expert consultant and trainer in the field of International Protocol and Business Etiquette.

As a specialist in this field Christine continues to successfully share her knowledge and experience both nationally in South Africa and internationally especially on the African continent, Middle East (Aljazeera News Station) and Europe (Belgium and Russia). She has been consulting on international protocol, business etiquette, events and ceremonies on presidential and inter-governmental level as well as for the corporate environment in Africa. The expertise of Mrs Van Heerden is acknowledged globally and as a result thereof, has been invited on several occasions by prime news channels as a subject expert.

Christine gained her experience in this field whilst working for the South African government in Washington, D.C. from 1986 to 1990. Following her return to South Africa, she was instrumental in the establishment of a protocol division in a State department reporting directly to the Office of President Mandela. During the twenty three years of its existence, IPC has been of service to a variety of clients, such as Anglo American, Eskom, MTN, Office of the President, Government departments on National, Provincial and local Government level. Apart from training in the protocol field, IPC has also been involved in a consultative capacity at numerous functions and events such as Opening of Power Stations, Mines, African Union, Commonwealth and United Nations Conferences.

Global Protocol Summit Moscow 2021
12 July
Keep for updates
Opening session:
Rethinking Protocol in the New Diplomatic, Corporate and Cultural Normal
10.00 – 12.00
12.30 – 14.00
Round table:
Professional standards and human resource management
KPI of a protocol officer
Protocol Office: tasks and structure
Protocol departments in Public and Private sectors: challenges and synergies
Code of conduct and ethical standards after the digital revolution
Round table:
Etiquette for modern times
Remote work: challenges of the interconnected world
Cross-cultural perspectives on Time
Bridging East and West through a dialogue
Adding value through etiquette: a language for international communication
Panel session:
HORECA seen as a cultural code
Formal receptions: from history to the modern times
The Royal Household of Spain and its Protocol
Flag codes and standards
14.00 – 15.00
15.00 – 16.30
Round table:
National symbols and Evolution of the State
Anthems and emblems in the context of events and ceremonies
Flags and fake patriotism: why it is important to regulate the use of national symbols
Heraldic Language: different countries, different codes
Heraldic Dos and Don’ts
Panel session:
Cross-cultural trends in Etiquette
Handshakes and No-touch greetings in the post-pandemic world
Cross-cultural trends in the corporate world: UAE case
Omotenashi and the new normal
AI vs Human: how new technologies impact our communication
Megan Markle phenomena: overcoming cross-cultural conflicts
New service trends in luxury hotels
Round table:
New ethics, transparency and safety: man vs technology
Corporate residencies: hidden issues of homelike service
Time reserved for books and authors: this session will focus on protocol books published in 2020-2021. Authors are invited to present and promote their works. The session will be open to publishers.
17.00 – 18.30
13 July
Keep for updates
10.00 – 11.30
Panel session:
Protocol: the art of business communication
Cognitive technologies in Protocol: the invisible soft power
Receptions and gastronomic traditions as a communication tool for New Diplomacy
Emotions and Protocol
Social part of formal events: intrinsic mission and vision
13.30 – 14.30
12.00 – 13.30
Round table: (in-person only, no zoom due to practical cases)
Protocol Office and Leader’s reputation
Golden rules for working with leaders
Top protocol errors that led to the fall of political leaders
Global Protocol Award Ceremony
14.30 – 16.00
Expert session:
Modern tools of Protocol Officers
Go digital: technology, trends and safety
New trends in gift giving
Hybrid protocol events: lessons learnt
16.30 – 18.00
Round table: (in-person only, no zoom due to practical cases)
New ethics and Protocol
Tolerance in the Protocol sector: precedents and solutions
Values of generation X, Y, Z and their impact on international relations and protocol norms
Inclusivity and Protocol: the new normal
managing authentic relationship
Protocol Power Diplomacy
Kremlin Banquets
United States Protocol Diplomatic Etiquette
Fundamentos del ceremonial protocolo
International Protocol Diplomatic
Protocolo organizaci
imagem e sucesso
protokol az eletem book
spoilers de protocolo
This Summit unites people of many different languages. Conference interpreters from Moscow State Linguistic University will support us and interpret the sessions into English, Russian, Italian and Spanish.
Welcome to
Global Protocol Summit 2021
12-13 July 2021
Press center RIAN
Zubovskiy Bul'var, 4, bld.1, Moscow, Russia
For participation:
For media:
For sponsorship:

For participation in the exhibition:

Copyright © Global Protocol Summit Moscow 2021
Developed by DIMDES