CORPORATE affairs executives in government departments often find themselves at the centre of engagements that demand a fine balance of tact, diplomacy and strategic communication.
Unlike routine corporate communication in the private sector, government work is steeped in tradition, hierarchy and symbolism.
At the heart of this lies protocol, the art and science of managing official procedures, precedence and formalities to ensure order, mutual respect and smooth relations.
Far from being a mere set of ceremonial rituals, protocol is an essential ingredient in governance and public administration.
The importance of protocol in government circles cannot be overstated.
It governs everything from how dignitaries are received at airports, to who sits where during an official function, to how speeches are sequenced and even the order in which ministers enter a meeting room.
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These may appear to be small details, but they carry weighty implications.
Any breach of protocol may cause embarrassment, signal disrespect or worse still, create diplomatic tension.
For a corporate affairs executive, the ability to navigate these nuances reflects not only their professionalism, but also the credibility of the entire department.
Mastering protocol requires a deliberate blend of skills.
Chief among these is tact, for in government there are always competing egos, interests and expectations.
An executive may be tasked with explaining to a high-ranking official why they cannot sit in a particular position or why they cannot speak first at an event.
Such conversations must be managed with grace to avoid offence.
Closely linked to tact is diplomacy, which allows the executive to balance the competing demands of protocol, politics and practicality without undermining the dignity of anyone involved.
Cultural sensitivity is equally important.
In Zimbabwe, as in many parts of the world, government engagements increasingly involve international stakeholders.
An executive who mishandles the way a foreign dignitary is addressed or overlooks a key cultural gesture, risks undoing months of careful diplomatic work.
Protocol, therefore, is not just about memorising rules; it is about developing emotional intelligence to adapt to different contexts with respect and humility.
Attention to detail is another defining trait of effective protocol management.
In practice, this means scrutinising every element of a planned event — the order of speeches, the positioning of flags, the arrangement of the dais or even the sequence of handshakes.
A misplaced flag or a misspoken title can cause an uproar.
For this reason, corporate affairs executives must plan meticulously, double-check their work and rehearse procedures to ensure nothing is left to chance.
Despite the importance of protocol, many government departments face challenges in this area.
Often, executives are highly skilled in communication, media relations and stakeholder engagement, but lack formal training in protocol.
Much of the knowledge is acquired on the job, sometimes through trial and error, which exposes departments to unnecessary risks.
Moreover, the highly hierarchical nature of government means that misunderstandings about rank and precedence are common, especially in joint events involving multiple ministries, agencies or foreign missions.
Political changes also result in shifts in protocol expectations, requiring constant adaptation.
It is, therefore, essential that government departments invest in structured training for corporate affairs executives.
Protocol should not be treated as a niche skill reserved for ceremonial officers; it should be part of the professional toolkit of every executive in public service.
Training workshops, mentorship schemes and practical simulations can go a long way in instilling confidence and competence.
Case studies of past protocol mishaps and successes can provide valuable lessons, while institutionalising written guidelines can preserve continuity and minimise confusion.
By creating clear reference materials, departments can ensure that protocol is not left to memory or guesswork but is standardised across government.
Ultimately, handling protocol well requires not only technical knowledge, but also adaptability.
While it is important to respect established procedures, situations often arise where rigid adherence is impractical.
In such moments, the executive must exercise sound judgement, making compromises that preserve dignity without derailing the event.
This balance between flexibility and adherence to rules is what distinguishes seasoned protocol practitioners from novices.
In conclusion, executives in government departments must view protocol as an integral part of their professional responsibility rather than an afterthought.
When handled correctly, protocol strengthens trust, upholds institutional dignity and paves the way for effective communication.
When mishandled, it can erode credibility, offend stakeholders and even cause diplomatic rifts.
The stakes are high, but with proper training, cultural awareness, attention to detail, and a commitment to diplomacy, executives can transform protocol from a potential minefield to a powerful tool for governance.
By mastering this delicate craft, executives safeguard not only the reputation of their departments but also the credibility of government itself.
- Cliff Chiduku is the director of marketing, information and public relations at Manicaland State University of Applied Sciences in Mutare. He writes in his personal capacity. Feedback: Call/App +263775716517.