By Mark Verheul
On 18 April 2016, it was a privilege for Gilbert Monod de Froideville and myself to present the first copy of “An Experts’ Guide to International Protocol – Best Practice in Diplomatic and Corporate Relations” to Professor Jaap de Hoop Scheffer, as former Secretary-General of NATO, in International Press Center Nieuwspoort in The Hague. He had also contributed to our book with an interview about the role protocol played throughout his career, including diplomatic sensitivities, political gains, strategic choices and some great anecdotes. In the presence of dear family members, friends, colleagues, representatives from several ministries, the Dutch Royal Household, as well as numerous foreign diplomats, it was a wonderful start to our global endeavor.
Throughout the past decade, we’ve been fortunate to see that our book has offered guidance on international protocol and its associated practices, for a wide range of readers around the world. From seasoned diplomatic professionals, to young novices in the field of global trade. From the first online order (by the Socialist Party in Albania), to personally signing copies in the authors’ corners of the PDI-POA Annual Forums in San Diego, San Antonio, Montreal and Miami. Or at additional book launches in Amsterdam, Brussels, Chicago, Madrid and at EXPO 2020 in Dubai.
Being extremely grateful for the many positive reviews, interesting articles in numerous renowned Dutch newspapers and Diplomat Magazine over the years, as well as a pleasant interview on a regional radio morning show, yesterday. And smiling heavily, after reading a 5-star review by ChatGPT, at the time this platform just started to be ‘a hot topic’…
On LinkedIn: “I’m a Master student in International Relations in Belgrade, and am conducting a research project titled ‘Protocol as a Global Language’. After having read your book, with all its delightful behind-the-scenes moments that make the experience even more engaging, I would really appreciate having a conversation with you to discuss the fascinating insights of this highly specific part of diplomacy.” Which I obviously gladly did.
Finding our book on a shelve in a book store in Kathmandu. Or in the library of the Council of the European Union in Brussels or the United Nations Office in Geneva. Or hearing that it’s placed on someone’s Christmas wish list… Being considered mandatory reading material. Or being told that at least 50 yellow sticky notes are placed throughout the copy of a fellow protocol professional in Argentina.
Bumping into a member of the oldest student rowing club in the Netherlands, at Leiden University, during a strategic networking reception two years ago: “Sir, are you really the author of that book on protocol with all those country flags on the cover…? I have it on my book shelve, and certainly want to learn more about it!”
In April 2021, adding an extra chapter on the consequences of Covid-19 with contributions from professionals in over 25 cities around the world, ranging from Accra, Geneva, and New Delhi to Rio de Janeiro, Sydney, and Washington, D.C. After the first heavily affected year by the pandemic, a multitude of personal examples, struggles, creative solutions, and lessons learned related to protocol, high-level event management, and stakeholder engagement were shared.
Proudly looking back on the publication of four translated editions. In Spanish in collaboration with Comillas Pontifical University in Madrid in September 2019, followed by Mandarin in collaboration with the National Administration Press in Beijing in June 2020, as well as in Arabic in collaboration with 3zProtocol, a Riyadh-based protocol institute, and Madarek Publishing House, in March 2022, and in French at Amsterdam University Press in November 2025.
And truly looking forward to the times to come. In which AI will definitely play a key role; also in our field of expertise. Artificial Intelligence is a given. Human skills are a gift. Critical thinking remains key. We can’t wait to add an additional chapter to our book related to this matter in collaboration with our new publishing house Routledge. By including the input of a large panel of young protocol professionals. Because they own the future. Stay tuned!
