In recent years, event organisation has established itself as a powerful strategic communication tool for companies and institutions. Factors including versatility, the ability to convey corporate values, the possibilities of reaching the wider public and transforming brands into a memorable experience have meant that events management has become more important than the other more conventional means of communication. However, it is important to note that the organisation of events as a strategic tool is inseparable from specific competencies based on official and corporate protocol necessary for correct event management.
In addition, protocol has become a necessary part of social relations, not only in the public and political fields, but also in the business and private spheres. Furthermore, the management of any event contains an inevitable element of protocol, and often of strategy too.
The program exposed participants to the fundamental conceptof event management and also to the knowledge of the protocol procedures practiced in Malaysia, especially in organizing events that requires the attendance of key government representatives. The program also emphasizes the social skills to increase self-confidence when interacting with people, whether in the formal or informal setting. In addition the knowledge gained will increase the participants confidence and ability in organizing, managing and handling any type of event in the future.