Modern business protocol and etiquette (A. Yu

Even in the ancient eras of human civilization, people who had good manners and were able to show themselves correctly in any situation were valued. And if earlier knowledge of etiquette was identified with nobility and education, now every person needs to be able to behave in society. Nowadays, much attention is paid to careers and career growth, and the ability to behave correctly, to have a positive attitude towards oneself and one’s position in one’s interlocutor, as well as the ability to earn respect are all factors that contribute to successful activity in a particular area. But success and career growth largely depend on knowledge of business etiquette. This book reveals the features and principles of business etiquette, the creation of a favorable psychological climate and the ethics of business eloquence, as well as much more necessary for a successful career in modern society. The material in this book is intended not only for managers and businessmen, but also for all people building their careers and ultimately wanting to become a leader.

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The given introductory fragment of the book Modern business protocol and etiquette (A. Yu. Shepeleva) provided by our book partner - the company liters.

Chapter 1. Business etiquette and its role in the life of an enterprise

The definition of etiquette as an established order of behavior somewhere gives the most general idea of ​​it. Business etiquette is richer in content. This is the most important aspect of the morality of the professional behavior of an entrepreneur. Domestic aspiring businessmen have lost many profitable deals, especially with foreign companies, due to the fact that they do not know the rules of business etiquette. Many newly-minted entrepreneurs have bad taste noticeable in their clothes and behavior.

As a result, they become the subject of silent and impartial criticism from their partners. Entrepreneurs who respect themselves and the honor of their company stop all negotiations. And the reason for this is the behavior of individual businessmen, which can be assessed in the words of the famous fairy tale “he can neither set foot nor speak.”

In order not to get into an absurd situation, you need to know the rules of good manners. In the old days, Peter the Great taught them strongly. In 1709, he issued a decree according to which anyone who behaved “in violation of etiquette” was subject to punishment. Perhaps domestic businessmen should also introduce punishment for those who expose not only themselves to ridicule, but also cast a shadow on Russian entrepreneurship.

So, knowledge of business etiquette is the basis of entrepreneurial success. What it is, where it came from and what its features are in foreign countries - this is discussed in this chapter.

1.1. Features and importance of business etiquette and business protocol in an enterprise

Society at all times distinguished between the concepts of good and evil, that is, it had a certain morality. Ethics deals with the history of the development of the distinction between these concepts.

At the center of ethics is morality, that is, a system of moral relations, motives of action, feelings and consciousness that set the boundaries of relationships, actions and interactions of people in society. Moral standards arose as a result of man's efforts to distinguish between good and evil. For example, in business life, such qualities as hard work, selflessness, punctuality, accuracy in the execution of orders and truthfulness are considered good, that is, they are considered moral qualities. Conversely, bribery, unscrupulousness, corruption, falsification of facts, evasion of responsibility, etc. are regarded as evil, that is, they are immoral qualities. The study of the historical development of morality, which is at the center of ethics, shows that in different historical periods society had differences in the way of thinking, in ideas about the world, in systems of spiritual and ethical values.

Today, Russian society is characterized by new requirements for the individual, his morals, behavior and actions.

The role of ethics as a science in the modern period is great: it must analyze the moral state of society, indicate the reasons that caused this state, and propose solutions that would help update the moral guidelines of society.

There are universal and professional ethics.

Professional ethics develops norms, standards, and requirements specific to certain types of activities. Thus, professional ethics is a code of conduct, a prescribed type of relationship that seems best from the point of view of employees fulfilling their official duties in a particular professional field (in the production of products, in the provision of services, etc.).

Any professional communication must proceed in accordance with professional ethical norms and standards, the mastery of which depends on a number of factors. They can be combined into two groups:

1) the first group is a complex of ethical ideas, norms, assessments that a person possesses from birth, an idea of ​​​​what is good and what is evil, i.e., his own ethical code with which a person lives and works, no matter what position he whatever he occupied and whatever work he performed;

2) the second group - norms and standards introduced from the outside: internal rules of the organization, the company's code of ethics, oral instructions from management, professional code of ethics.

It’s good if your own ideas about what is good and what is bad coincide with professional ethical standards introduced from outside, because if such a coincidence is absent (in whole or in part), then problems of greater or less difficulty may arise in understanding, assimilation and practical application ethical rules that are not included in the complex of personal moral ideas.

Business ethics is a professional ethics that regulates the system of relations between people in business.

Let us now consider the norms and requirements that form the theoretical basis of business ethics.

World-famous businessmen have formulated a list of ethical requirements both for individual employees and for entire enterprises and teams:

1) the golden rule of professional ethics: “Within the framework of your official position, never allow such actions towards subordinates, managers, colleagues at your official level, clients, etc., that you would not want to do towards yourself”;

2) the second requirement states that fairness is necessary when providing employees with the resources necessary for their official activities (monetary, raw materials, material, etc.);

3) third requirement: any ethical violation, regardless of whether it was committed by a superior or a subordinate, a man or a woman, an old or young employee, must be corrected;

4) according to the fourth requirement, the official behavior and actions of the employee must contribute to the development of the organization (or its divisions) from a moral point of view;

5) the essence of the fifth requirement is that employees of one organization must be tolerant of the moral principles, traditions, etc. that exist in other organizations, regions, countries;

6) according to the sixth requirement, when developing and making decisions in business areas, one should be guided by both the interests of the individual and the interests of the entire team as a whole;

7) the seventh requirement reminds us that one should not be afraid to have one’s own opinion when solving any complex issues;

8) the eighth requirement - no violence, no pressure on subordinates, expressed in various forms, for example, in an orderly, commanding manner of conducting an official conversation;

9) the ninth requirement is consistency of impact, which is expressed in the fact that ethical standards cannot be introduced into the life of an organization with a one-time order; this requires continuous efforts on the part of the manager and ordinary employees;

10) tenth requirement - when influencing (on a team, on an individual employee, on a consumer), take into account the strength of possible resistance. The fact is that, while recognizing the value and necessity of ethical standards in theory, many employees, when faced with them in practice, for one reason or another may begin to resist them. Management should prepare for this in advance and establish some form of censure for violating ethical standards (criticism, condemnation, refusal to communicate);

11) the eleventh requirement is that a person must initially be treated with trust (his sense of responsibility, competence, sense of duty, etc.). You cannot make unreasonable criticisms or express dissatisfaction;

12) the twelfth requirement strongly recommends striving for non-conflict. Although conflict in the business sphere has not only dysfunctional but also functional consequences, nevertheless, conflict is a fertile ground for ethical violations;

13) the thirteenth requirement is freedom that does not limit the freedom of others; usually this principle, although in an implicit form, is determined by job descriptions;

14) the fourteenth requirement - the employee must not only act ethically, but also promote the same behavior of colleagues;

15) the fifteenth requirement says: do not criticize your competitor. This means not only an organization that is a competitor in the market, but also an “internal competitor” - a team from another department, a colleague.

The requirements of etiquette, including business ones, are not absolute; they change over time, under the influence of various factors.

The modern business person follows these unwritten norms of behavior. We can recommend that he not just blindly follow and unconditionally fulfill the requirements of business etiquette, but try to understand their inner meaning and content, which makes them necessary in business communication.

Business etiquette is based on the following principles:

1) common sense: the norms of business etiquette should not contradict common sense, and common sense dictates that business etiquette in general is aimed at maintaining order, organization, saving time and other reasonable goals. Etiquette norms that violate business relationships and established rules of communication cannot be supported by common sense;

2) freedom: this means that the rules and norms of business etiquette, although they exist and are very zealously enforced, nevertheless should not interfere with the free expression of each business partner, the freedom to choose business partners, the freedom to select methods and means of executing agreements between the parties .

Freedom also presupposes a tolerant attitude towards the manifestation of national characteristics, cultural and national traditions, loyalty to a freely expressed point of view and various business positions. However, such a principle of business etiquette as freedom is limited:

a) common sense;

b) climatic conditions;

c) traditions;

d) national characteristics;

e) political regime, etc.;

3) ethics: the entire complex of norms, standards, requirements, recommendations that make up business etiquette, by its very essence and content, simply must be ethical, moral, i.e. business etiquette is entirely oriented “towards good.” But how to interpret this main category of morality, in other words, what is considered good and what is evil, in the field of business is a complex and ambiguous question. The entire content of this field of knowledge is intended to “surround” business with many ethical filters that leave immoral behavior and actions of people outside the scope of business relations;

4) convenience: the norms of business etiquette are not shackles, shackles, or shackles on the hands and feet of business partners. They should not fetter business people, thereby interfering with business relations and slowing down the development of the economy. Everything should be convenient for a business person - from the layout of the office space to the placement of equipment in it, from business clothes to the rules for conducting presentations and the requirements for business negotiations, and these conveniences must be provided equally for all participants in business relations;

5) expediency: the essence of this principle is that each prescription of business etiquette should serve certain purposes. Types of business relationships - presentation, business conversation, negotiations, etc. - have various goals, and every aspect of business etiquette must correspond to them;

6) cost-effectiveness: ethical business dealings should not be too expensive; the high “cost” of morality in business is in itself unethical, since it represents a deduction either from the profit of the organization or from the income of an individual employee. Reasonable cost is a consideration that should guide the protocol department of an organization;

7) conservatism: this principle is self-evident, since the roots of business etiquette should be sought in state etiquette, which has a centuries-old history, in military etiquette (of equally respectable age), in secular etiquette, which, although not so long ago, is nevertheless concepts have gained a strong place in the life of society and have become classic. Conservatism in the external appearance of a business person, in his manners, adherence to certain traditions involuntarily evokes associations of something unshakable, durable, reliable; and a reliable business partner is the ultimate desire for every business person;

8) ease: the norms of business etiquette should be such that compliance with them does not turn into something imposed, rejected psychologically; they are natural, performed with ease without tension (Attention! Do not confuse ease with unceremoniousness, laxity, inattention to others, bad manners!);

9) universalism: this means that you should try to ensure that every recommendation or norm of business etiquette is aimed at many aspects of business relationships;

10) efficiency: the essence of this principle is that the standards of business relations should help reduce the terms of execution of contracts, conclude a larger number of contracts, reduce the number of conflicts in the team, etc.

Ultimately, using business ethics is cost effective.

So what is modern business etiquette and what are its practical implications for businesses?

Business etiquette is an established procedure for behavior in business and business contacts. Its use is not mandatory, but following its recommendations helps to avoid mistakes or smooth them out in accessible, generally accepted ways.

The main thing for an entrepreneur, based on the implementation of the rules of business etiquette, is the awareness that it is worth doing something not because it is accepted in society, but because it is either expedient, or convenient, or simply respectful towards others and oneself to yourself. Etiquette is one of the main “tools” of image formation. In modern business, the face of the company plays a significant role. Those companies that do not observe etiquette lose a lot. Where etiquette is present, productivity is higher, results are better. Therefore, you should always remember one of the most important postulates that businessmen all over the world know: good manners are profitable. It is much more pleasant to work with a company where etiquette is observed. Almost throughout the world, this principle has become the norm. This is because etiquette, due to its vitality, creates a pleasant psychological climate conducive to business contacts.

Business etiquette occupies a special place in the art of behavior. If, by violating certain norms of behavior, in everyday life and in society, you mainly risk your reputation as a well-mannered person, then in business such mistakes can cost a lot of money and a career. The great master and teacher in the field of business relations, Dale Carnegie, argued that a person’s success in financial affairs depends 15% on his professional knowledge and 85% on his ability to communicate with people. In fact, any business is the coordinated actions of many people, and the effectiveness of these actions directly depends on their ability to establish relationships with each other.

The development of a market economy, increasing competition, the development of new industries, and the expansion of the service sector are accompanied by the disappearance of individual firms and even industries and the emergence of others. At the same time, the fate of an individual employee in such difficult conditions depends not only on the fatality of the will of management, but also on the compliance of his qualities and potential with the tasks facing the company. It’s not enough to be capable of doing your job - you need to be able to look so professional in front of others so that they believe in you. In short, you must be able to behave in such a way that the right people will have a favorable opinion of you. Thus, the ability to behave properly, i.e., maintaining etiquette, has now become one of the most important conditions and ways to get ahead and maintain leadership in business. In other words, firmly understand that maintaining business etiquette is one of the elements of your professional strategy! It is not enough just to be a polite and well-mannered person. We need specific knowledge of the intricacies of this area of ​​human relationships. And there are a great many of them: how and when to say the right word or remain silent, to give a gift corresponding to the event, how to create a social circle useful for business, how to properly organize a business meal and behave at it, etc... - and all with the aim of these contacts and actions reflected favorably on the affairs of the company and your own. Etiquette rules may vary among individual companies and industries. It is your responsibility to know these specifics in each specific case. In addition, the global nature of economic relations obliges people to know the rules of good manners of other countries. Violation of these rules leads to the severance of business ties and results in the loss of sales markets. So, let us once again recall the “golden rules” of business etiquette:

1) do everything on time;

2) don’t talk too much;

4) dress appropriately for the occasion;

5) speak and write in good language.

Let's take a closer look at these provisions.

The first of these obligations is the need to come to work on time, and this must be done every day. If circumstances do not allow you to show up for work on time on any day, you should call the office and notify your boss - this is the only way in this situation you can maintain your reputation as a reliable person. The requirement to do everything on time applies to all other professional and official activities. All things must be done on time! Therefore, it is important to be able to calculate the time required to complete it. Always keep in mind the famous Murphy's law and its consequences. Murphy's Law: "If anything bad can happen, it happens." Corollary 1: Every job takes more time than you think. Corollary 2: if four causes of possible troubles are eliminated in advance, then there will always be a fifth. Corollary 3: Left to their own devices, events tend to go from bad to worse. Corollary 4: As soon as you start doing some work, there is always another one that needs to be done first. It's also helpful to keep in mind Chisholm's second law: "When things are going well, something is bound to happen in the very near future." So time for completing tasks must be allocated with a reserve, taking into account those possible problems that are difficult to predict.

“Don’t talk too much.” The essence of this principle is that a person is obliged to keep the secrets of his organization. Moreover, we are talking about all matters of the company or institution where he works: from technology to personnel. The same can be said about those details of their personal lives that co-workers can tell each other about.

“Think not only about yourself, but also about others.” Without this there can be no talk of any success. Not taking into account the opinions and interests of a buyer, client or partner is like trying to fly in a vacuum, flapping your wings. One of the businessmen said about this: “All troubles occur due to selfishness or fixation on one’s own interests. For example, sometimes they try to harm colleagues in order to gain an advantage in competition with colleagues or to advance within their own establishment.”

You should always keep in mind that everyone has their own interests and every point of view contains a particle of truth, even if it seems to you that your opponent or interlocutor is absolutely wrong. Therefore, the immutable requirements of business etiquette are the need to respect other people’s opinions and the desire to understand them. Eliminate in yourself the inner desire for contradiction, i.e. intolerance of dissent and the desire to destroy the “enemy”, otherwise sooner or later there will be someone who will be forced to “destroy” you. By the way, tolerance and modesty will not prevent you from being confident in yourself. “Dress appropriately for the occasion.” In this principle, the most important thing is the need to fit into the environment at work, and within this environment - into the contingent of workers at your level. In addition to the fact that you need to “fit in,” your clothes should be chosen with taste - match fashion in style and color. The same goes for shoes and other accessories. If you are going to have a business dinner right after work, then do not dress in evening dress, otherwise people will think that you have a personal, rather than professional, interest in them (especially if you are dating a person of the opposite sex).

“Speak and write in good language.” This principle means that everything you say and write - notes, letters, etc. - should not only convey a clear and focused message, but also be expressed in good language, and all proper names should be pronounced and written without errors. If you have difficulties with grammar and spelling, use dictionaries, textbooks and the services of more competent employees. It is necessary to prohibit yourself from using abusive and obscene expressions - even those of others that you retell. There are many “word substitutes” that can convey your negative attitude towards something. In addition, it is possible that a boss (especially a boss) who is too principled may fire you for using profanity

The concept of business protocol is closely related to the concept of business etiquette. It is this that represents a set of rules that regulate the procedure for holding meetings and negotiations, organizing receptions, drawing up business correspondence, etc. That is, if the norms of business etiquette can be considered as a theory, then business protocol is its practical part.

1.2. History of the development of business etiquette

Modern researchers of social life and historians argue that the birthplace of etiquette is Italy in the 14th century, which not only differed from barbaric England, Germany and even France in respect for strength, wealth and birth, but also considered it obligatory for rich and noble people to have pleasant manners , courteous treatment, ability to behave in society. Moreover, education was also considered highly desirable - and this was when France, for example, did not respect representatives of the sciences, despised scientists, and considered their studies pointless. Historically, etiquette arose primarily in palaces, and therefore was called palace, or state. Adhering to certain rules of behavior was necessary to exalt royalty (emperors, kings, kings, dukes, princes, dukes, etc.), to consolidate the hierarchy within class society itself. Not only a person’s career, but also a person’s life often depended on knowledge of etiquette and its implementation. Violation of etiquette led to hostility between states, wars, etc.

Naturally, the norms of behavior of sovereigns during meetings, developing, gave birth to diplomatic etiquette, since diplomats during meetings expressed the state point of view.

At the same time, military etiquette developed, maintaining the harmony and strictness of the rules of conduct in the army, without which order was simply impossible.

Other types of etiquette also appeared - secular, sometimes now called general civil.

The “youngest” of them is business etiquette.

The formation of business etiquette in Russia also occurred gradually.

In Russia at the beginning of the 18th century. Western etiquette began to be increasingly introduced. Clothes, manners and external forms of behavior were transferred to Russian soil. The observance of these rules by the boyars and the noble class (especially in capital cities) was constantly and persistently, sometimes cruelly, monitored by Tsar Peter I himself. Violations of these rules were severely punished. Subsequently, during the reign of Elizabeth and Catherine II, those rules of etiquette were selected that met the requirements and characteristics of the national culture of Russia. Russia, as a Eurasian country, in many ways combined the opposites of Europe and Asia. And there were many of these opposites not only in the 18th century, but also now. R. Kipling said that the West is the West, and the East is the East, and they will never meet. Even within the borders of the Russian Empire, the rules of behavior of different peoples differed significantly.

Of course, social progress contributed to the interpenetration of rules of behavior and the enrichment of cultures. The world was getting smaller. The process of mutual enrichment of rules of conduct made it possible to develop mutually acceptable etiquette, recognized in its main features, and enshrined in customs and traditions. Etiquette began to prescribe standards of behavior at work, on the street, at a party, at business and diplomatic receptions, in public transport, etc.

At the present stage of development of business etiquette, various ways through which ethical standards can be introduced into practice are actively being developed. There are 7 such mechanisms in the global economy:

1) codes of ethics;

2) ethics committees;

3) training;

4) social audits;

5) legal committees;

6) services that consider citizens’ complaints on ethical issues;

7) changes in corporate structure.

The most commonly used mechanism is the code of ethics. About 90% of foreign companies implemented ethical principles through such codes. They can be developed for the company as a whole and contain ethical rules common to all.

The code may also be developed for specific functional units, such as the purchasing department, and address only ethical issues specific to that department.

The code of ethics is usually developed by a specially created committee. To make it more effective, disciplinary measures are usually taken to punish those who violate the code and to encourage behavior that is consistent with the rules of the code of ethics.

The Corporation's Ethics Committee has a specific set of functions, which include the following:

1) raising ethical issues for discussion by the board and top managers;

2) bringing the basic requirements of the code of ethics to the attention of managers at all levels and ordinary employees;

3) development of measures supporting the code;

4) analysis and revision of the code based on annual corporate reports and depending on changes in the external environment of the organization, especially the system of spiritual values ​​and public opinion;

5) drawing up reports on the activities of the committee for the board of directors;

6) providing top-level managers with advice from specialists on ethical issues.

Managerial ethical training is another opportunity to introduce ethical principles into the activities of a corporation. These are sets of ethical standards - unique ethical modules that are included in the general training program for low- and middle-level managers.

Thus, if the ethics committee serves the highest level of management of a corporation, helping to find non-trivial individual solutions to ethical problems, ethical training provides both middle and lower levels of management with a set of ready-made solutions that fit within the framework of ethical requirements.

The training promotes the practical implementation of ethical principles in the corporate decision-making structure.

Social audit has a relatively short history - about two to three decades. Social audit is an attempt to evaluate the social behavior of a corporation in the public environment. The adoption of the charter gives it certain rights and even privileges. For this, society demands from the corporation certain behavior that does not violate the general ethical background, and certain actions that contribute to the prosperity and development of society.

A social audit is designed to verify and provide information on the extent to which a corporation's actions meet society's expectations. It can be used in a corporation for internal control over the degree of ethical actions of the management corps. However, social audit, despite its value for business development, management and the public good in general, has not received much development and is mainly used only on a corporate scale. Apparently, the issue is the difficulty and high cost of audits on a scale not only of the entire country, but of at least one individual industry. Of those companies that conduct internal audits, only a few make the audit results available to the public or shareholders.

Basically, social auditing now comes down to determining how well a corporation's activities comply with government health, safety, or pollution control regulations.

The Legal Committee is responsible for monitoring the corporation's compliance with all laws and regulations in all areas of its activities. Part of the work of such a committee is to monitor the compliance of the corporation’s activities with laws of an ethical nature: environmental protection, human rights protection, etc.

Few businesses have dedicated ethical claims resolution services. Typically, employees of such services consider complaints and claims on ethical issues received both from outside and from those working in this corporation.

According to data characterizing the global economy, only a small number of corporations are making internal structural changes to adapt to ethical requirements.

Since codes of ethics are more common than other tools for introducing ethics into corporate life, let's take a closer look at them.

Many large corporations, trying to maintain their image in the eyes of the general public and find a line of their behavior, are developing ethical codes.

The existence of such codes is further evidence of the important and unresolved problem of creating an ethical business climate in general that condemns immoral behavior in the workplace.

Most company codes of ethics were developed and implemented in the 1970s. They vary in length, from Exxon Corporation's one-page Statement of Business Conduct to Citicorp's more than 60-page Standard of Ethics.

These codes are varied in content, which illustrates the existence of significant disagreements among representatives of top management regarding the subject of the code of ethics. The variety of codes may also be associated with an attempt by management to adapt them to the private needs of the company in the conditions of national economies and the global economy that have become more complex in recent decades.

A characteristic feature of these codes is that the sections containing recommendations for eliminating ethical problems arising from conflicts of interest are developed in more detail and carefully than other sections. In this case, the emphasis is on the conflict of interests of the corporation: codes are more substantiated, collected together “guides” to correct behavior:

1) with government bodies;

2) with employees or shareholders of the company;

3) with the governments of foreign countries.

Obviously, it is impossible to address and characterize in a code every ethical issue that employees may encounter. However, written recommendations can help resolve ethical issues that arise most frequently.

We can point out a number of advantages that the creation of a code of ethics gives to the corporation as a whole and its employees:

1) codes are more reasonable, collected “guides” to correct behavior than the advice and recommendations of individuals. When individual employees have to determine the level of ethical official behavior in everyday practice, their judgments often turn out to be too subjective, depending not only on the level of ethical education of the employee, but also on the education, culture, awareness of the employee about the state of affairs in the corporation, the degree of social responsibility and etc.;

2) the very existence of a corporation's code of ethics as a collective ethical standard helps corporate managers understand the ethics of their business decisions. The written form gives codes even greater significance;

3) ethical codes make it possible to control the power of those managers who sometimes ask, even order their subordinates to commit not only unethical, but even illegal acts.

However, ethical codes have their drawbacks:

1) they require a significant investment of time and money;

2) require high qualifications of those who compose them;

4) by their existence, codes imply the need for punishment for violators;

5) ethical codes do not guarantee managers either control over external (in relation to corporations) influence on business ethics, or ways to solve global ethical problems.

In global practice, many companies are currently creating departments or hiring employees to develop ethical codes. At the same time, measures are being taken to familiarize managers with the provisions of these codes. A system of incentives for managers is also being created, provided they take into account ethical issues when making decisions and comply with the standards of official etiquette.

When monitoring the official actions of employees, companies use lie detector tests, drug tests, etc.

Much effort is put into developing tests used when hiring new managers and employees.

However, some managers and company owners rightly believe that attempts to ethically correct the behavior of a person who has sufficient life experience, as well as work experience in a given company, are not always successful. The manner in which an adult has developed to act and make decisions, if it goes against ethical standards, is difficult to break and rebuild.

More productive, in the opinion of managers of many companies and their owners, is the way of hiring graduates of educational institutions where there was an extensive and extensive program of training in the basics of ethics. In this case, ethical standards are embedded in the consciousness of the future employee as part of a worldview complex. Then the cumbersome and expensive system of developing a company code and training employees in ethical standards turns out to be largely unnecessary. Therefore, large foreign companies that have their own business schools, business schools, introduce student training programs in them, such as programs in management ethics, business, business relations, and speech influence. Sometimes this is a set of ethical principles that represent ethical standards in theory, sometimes it is specific examples and situations, the study and analysis of which enable students to formulate theoretical postulates that define the ethical boundaries of actions and behavior in their future business practice.

1.3. National features of business etiquette

Due to the powerful global process of unification and strengthening economic ties, export and import markets are growing, and many companies are becoming multinational. Business success has become increasingly determined by the knowledge and observance of etiquette by businessmen (and not only them) of the countries with which they cooperate. Local etiquette when doing business abroad is a big problem for those who travel on business trips to different countries. It is equally important to know about the peculiarities of the culture, traditions and rules of good manners of the countries from which business partners come to you.

The most important thing is to learn how to do the following correctly:

1) pronounce people’s names;

3) get dressed;

4) talk.

Knowing the etiquette of your own country does not guarantee much. It is necessary to firmly understand what and how to do in certain situations in specific countries - in the USA, France, Japan or Australia. Therefore, the more information you gather about the country you are going to, the greater your chances of success. First, try to learn at least a few phrases (such as “thank you,” “please,” etc.), learn to count to ten. If you are unsure of what to do, address the person by their first and last name. In many countries, it is considered good manners for visitors to eat local food. There are rules of etiquette that apply no matter where you go. Respect national food traditions, holidays, religion and the leadership of the country in which you are located.

Don't compare with your country.

Don't criticize anything.

Always be punctual, take into account traffic on the roads and crowds of people on the streets.

Don't brag about big money.

Familiarize yourself with the monetary system of the country you are in. Titles are very important and should be used.

Correspondence should be of a very formal nature. If you are visiting a country for the first time, make sure that the back of your business card contains information in the language of that country. Be sure to stand up when the national anthem plays. Observe and repeat the actions of your owners.

Do not wear specific national costumes such as a toga or sari. After all, it may turn out that this is of a religious nature. You cannot demand that everything be the same as at your home: food, service, etc.

Names should be remembered. If the name is difficult, it will be useful to practice its pronunciation. Keep in mind that names can indicate social status and marital status. You should not call people by name unless they themselves ask for it. Politeness is held in high esteem everywhere, especially in Asia.

Language. If you do not know the language of the country you are in, you must have an interpreter during negotiations. Knowledge of several basic phrases, as already noted, is absolutely necessary. When speaking through an interpreter, it is highly desirable to have a person who is fluent in both languages ​​present to monitor the translation and correct errors.

If your local partners speak too quickly for you, you can politely ask them to speak more slowly, citing your poor knowledge of the language. But never blame them for speaking quickly. Likewise, if the negotiation is in your native language, don't blame them for their accent - speak slowly, enunciating your words clearly. And one more thing: don’t tell jokes - national humor is too specific, as is slang, which should also be avoided.

Clothing is an essential element because it is part of your appearance. Clothing should be discreet, well-tailored and of high quality. It is generally expected to wear white shirts and dark suits. Women should not wear trousers on business trips, as well as too short skirts or sleeveless dresses.

Remember that wearing shoes is prohibited in Buddhist temples, mosques, Japanese houses and restaurants, Indian and Indonesian houses. Shoes are placed at the entrance, with toes facing the door.

Now about expenses. You should not waste water, heat and light beyond what is necessary while in a foreign country. In some countries, meters are connected to telephones. Therefore, first offer the owner to pay for your call, and then call.

A separate and subtle topic is tipping. Tipping is not accepted in Islamic countries, New Zealand, and CIS countries. In Italy, tips make up 25% of the cost of the service, in Egypt they are even larger and very significant. In Japan, when you receive a bill, put the money in an envelope.

Greetings in a number of countries have a national flavor. Handshakes are the main form of greeting. But in some countries it is not customary to shake hands with women, so wait until the woman herself extends her hand to you. In France and Mediterranean countries, kisses on the cheek are common, in Latin America - hugs. Two palms pressed together in front of the chest is an Indian national greeting.

We must show respect to elders everywhere. They should be the ones to start the conversation first. When older people enter the room, stand up.

General advice when accepting unfamiliar food is to eat what is offered to you and don't ask what it is. Cut your portion into small pieces - this way it will easily fit into your stomach. In many countries, business is influenced by religion - on the daily routine and working months and days. Learn as much as you can about the religion of a given country, but do not engage in discussions on such topics. Know and remember that Buddhist images are sacred: you should not step on the threshold in Thailand - good spirits live under it; never distract a person facing Mecca; Do not take photographs or touch religious attributes without permission.

Everywhere you must carry a business card with you, indicating the name of your organization, your position, and titles. Abbreviations should not be used. In Southeast Asia, Africa and the Middle East, always give your business card with your right hand. In Japan it is served with both hands, with the right side facing the partner.

Be careful not to use familiar gestures, such as the "V" (victory sign). In other countries, they may have a completely different, not always decent, meaning.

When solving a problem, the Americans strive to discuss not only general approaches, but also details related to the implementation of agreements. They value openness and honesty in people, and quickly get to the point without wasting time on formalities. They often show egocentrism, believing that the negotiating partner must certainly be guided by the same rules as themselves. They don’t like interruptions in conversation, they value punctuality in people, they always come to their scheduled meeting on time and they believe that being late is unacceptable and cannot be justified in any way. Their usual duration of negotiations is from half an hour to an hour and preferably one on one.

Americans know how and love to bargain, paying considerable attention to linking various issues - so-called “package” solutions. They often offer “packages” for consideration during business negotiations. They are not afraid of risk, they are afraid of their partner’s incompetence.

Ireland

The Irish are considered the most difficult negotiators in all of Western Europe. Due to certain historical reasons, they have developed a special model of behavior towards foreigners - to do so so that they do not contact them a second time.

Secretiveness, optionality, distrust, the desire to conceal any information, hostility towards “strangers” make business communication simply impossible at first. By the way, they are well aware of their shortcomings, talk about them with a smile and are even a little proud of them.

The Irish are indeed difficult to deal with, but only at first if everything they say is taken at face value. We are somewhat similar in business terms, so it’s easier for us to work with them than for everyone else.

Spain

Spaniards are sincere, warm, open, have a sense of humor and the ability to work in a team. Negotiations with Spanish entrepreneurs usually proceed less dynamically than, say, with American or Korean ones. They are big fans of long-winded discussions, so the rules of negotiations are very often not respected.

Siesta is a sacred time for them, so no meetings are scheduled at this hour and no negotiations are conducted.

Spaniards are the kind of people who recognize a stranger by their clothes; They will appreciate the impeccable appearance of their negotiating partner: a classic suit, white shirt, matching tie, dark socks and shiny shoes.

In Spain, it is not customary to invite business partners home.

Italy

Italians are expansive, impetuous, and sociable. Their negotiation practices generally follow generally accepted norms. Certain differences are evident in the behavior of representatives of large and small firms. The latter, as a rule, are more energetic and active in establishing contacts, strive not to delay the resolution of organizational issues, and are willing to agree to alternative agreements.

Italian businessmen prefer to establish business relationships with people who occupy an equal position in the business world, company, and society. Informal contacts with partners, including during off-duty hours, are of no small importance for them. They believe that in an informal setting they can more freely express criticism of a partner's business proposals without the risk of offending him.

To establish business relations, it is enough to exchange official letters with offers of cooperation.

Germany

The traits of the German national character are well known: hard work, diligence, punctuality, rationality, frugality, organization, pedantry, seriousness, prudence, and the desire for orderliness.

The procedure for personal introduction and acquaintance is in accordance with international standards: handshake and exchange of business cards. The first to be named is the one who is at a higher level. In a very formal setting, the word "introduce" is used, as in: "Herr Wolf, I would like to introduce you to Frau (or Mrs.) Smith." In a more free environment, it is customary to say: “Herr Wolf, I would like to introduce you to Frau Smith.” A less significant person is supposed to be presented to a more significant person. At the table, Germans always hold a fork in their left hand and a knife in their right. Hands should not be removed from the table; both wrists should touch the table. Negotiations are usually conducted with the participation of one or more partners. All appointments are scheduled in advance. The Germans are very reserved and official, and therefore seem unfriendly to many. They consider their position very carefully. They like to discuss questions sequentially, one after another. They look with hostility at the proposal to carry out any business that comes up, without leaving the spot. In such cases, they get the impression that you are acting at random. This applies not only to business contacts, but also, say, administrative ones. So, the Germans think through their vacation plans a year in advance, or even before the deal. They insist on strict implementation of accepted obligations and on the condition of paying high fines in case of non-fulfillment. A typical requirement is to provide a warranty period for the delivered goods and a deposit in case of delivery of substandard goods. German business people and employees are very strict in their choice of clothing; The main type of clothing is a formal business suit, most often double-breasted. Shoes should be chosen strictly to match the suit. Business partners are rarely invited to their home. If this happens, be sure to bring flowers to the hostess of the house. They can invite you to a restaurant, but keep in mind that restaurant bills are often paid separately by inviters and guests; glasses are raised after the hosts have said their greetings. Here are some other small but useful details:

1) if you need to write something down at a meeting, ask permission;

2) superiors are often addressed by the name of their profession or position;

3) when you are chatting with a German or shaking hands, never leave your hand in your pocket - this is considered the height of disrespect;

4) when meeting people, ranks and titles are important;

5) don’t get carried away with small talk – this is business;

6) do not ask people where they were during the war, or if they have a family and children.

France

In France, the working day lasts from 8.30 to 12.30 and from 15.00 to 18.30. The French usually have lunch at home. Business negotiations usually begin at 11.00. At 12.30 negotiators can be offered a traditional breakfast with an aperitif. Discussing business over food is widely practiced. A business lunch can last one and a half to two hours, a business dinner can take the whole evening.

They almost always drink wine during meals, and rarely drink strong drinks. Raising a glass, they say: “To your health.” Long, elaborate toasts are not accepted. Do not leave food on plates. The bill in restaurants is usually paid by the inviter. It is a great honor to be invited to dinner by a business partner. You must arrive for dinner fifteen minutes later than the appointed time, since punctuality is not the most characteristic feature of this nation. There is also a geographical and administrative dependence of this quality (punctuality): the further south the area, the less punctual the French are; The higher the rank of the invitee, the later he comes to the reception. By the way, if you are invited to dinner, take flowers, a box of chocolates or champagne as a gift.

When meeting a business partner for the first time, no gifts are given. Souvenirs such as art albums, classical music cassettes, etc. are acceptable. The introduction is usually someone who knows the person who is about to enter into a business relationship with you, such as a friend, attorney or banker. Handshakes are very important when greeting. The French handshake is varied and has many shades - it can be cold, casual, condescending, friendly, warm, etc.

In France, people love to show off their words; silence is not valued here. The conversation among the French is casual and occurs with great speed. During business receptions, business is discussed only after coffee has been served. Until this point, the French traditionally talk about culture and art. It is completely acceptable to talk about problems in your personal life. The transition to a conversation on the merits here occurs gradually. This style of communication is largely due to the educational system, which is focused on raising independent, free-thinking and highly cultured people. Much attention in the upper strata of society is paid to philosophy, art, French history and culture. Connections and acquaintances play an important role in the business life of France. They try to find new partners through intermediaries connected by friendly, family or business relationships. The style of preparing French business people for upcoming negotiations is thoroughness and a thorough, thorough study of all aspects and consequences of incoming proposals. When conducting business, a characteristic feature of the French is caution. They defend their interests and positions very skillfully and with grace, do not like to bargain, conduct negotiations very harshly, and are masters of using a variety of means and techniques. They don’t like it when the other side suddenly changes its position during negotiations. They cannot stand pressure from others. Joint contracts are extremely correct and precise in their wording, allowing no discrepancies. The French are great patriots who love the history, culture, and language of their homeland. Therefore, in negotiations with them it is highly desirable to use French as the official language. It is also better to prepare materials used in negotiations in this language. Any appointment must be confirmed in writing in perfect French.

England

The English character in a number of its features seems to be the opposite of the French. First of all, this is restraint, a tendency to understatement, laconicism, sometimes bordering on silence. The latter leads to isolation and unsociability as manifestations of the English desire for independence. The tendency and ability to wait, the search for a convenient, feasible, reconciling path, which inevitably sometimes leads to neglect of logic and principles, taking into account or adhering to opposing positions - all this is also the English national character. The strongest character trait of the British is their sense of justice. It is not for nothing that the world’s first parliament in modern history appeared in England. When conducting business, the British rely on faith in the honesty of their partner and do not tolerate deceit and cunning. Their respect for the opinion of their interlocutor is well known. For this reason, they avoid categorical statements or disagreements. In addition, in conversations they avoid personal topics in every possible way, which they consider an invasion of privacy.

Another striking national English feature is absolute compliance with established rules and laws. Here they know no “mercy” – neither for themselves nor for foreigners. The same applies to the regulation of all rituals - from everyday ones to royal ones. As an example, let us give a description of the tea ritual, to which the British attach great importance. Tea is served daily in the afternoon. It is called “afternoon tea”. The procedure has several stages, occurring in strict sequence. First of all, you are asked to choose a type of tea. You choose what you like, and it will be served on the table in the form of tea leaves in a teapot, which comes with a kettle of boiling water. Once you have it all at your table, you let the tea steep for a few minutes and then pour. If you invite someone for tea, you will play the role of the host and must look after the guest. He is offered tea first: “Will you let me pour it for you?” Place a strainer on the cup first to prevent tea leaves from falling into the cup. Then pour tea into it. After this, remove the strainer and place it in a special bowl, after brushing the tea leaves into it. Too strong tea can be diluted with hot water; the British drink tea “black”, as well as with milk and one or two pieces of sugar, but they never drink tea with cream. Sandwiches, which should be taken with your hands, can be served with tea. After tea and sandwiches they offer scone - a small sweet bread with raisins. Consuming this product is also a difficult ritual. You should take some butter and jam onto your plate, preferably from the edge that is closest to you. Then you need to cut the scone in half and spread butter or jam only on the area that you are going to bite. You can’t spread the whole loaf of bread! In the future, you need to smear the scone with butter and jam as it is “absorbed.” The end of the tea ceremony is a glass of sherry. Since everyone who comes to England probably attends a tea party, it is useful to remember its main features. By the way, if you were invited to a house as a sign of special favor, then on the day of the visit you should send flowers, chocolate and wine by messenger to the owners of the house. When dealing with the English, always keep in mind the prevailing rule in this country: “Observe formalities.” Under no circumstances should you address anyone by name unless that person has given permission. People should be addressed formally - Mr., Mrs., Miss. It is important to understand ranks and titles, but you should not award titles to yourself. Let's say Professor Michael Stone calls himself: “I am Michael Stone,” while another person should address him: “Professor Stone.” The dating procedure is followed very strictly. The fact whose name will be called first is of great importance. The Englishman observes who is introduced first. Let us imagine the ritual of introducing one person to another. Thus, in a work environment, priority when making acquaintance is given to the client, since he is the more important person. Let's call him James Cook. The presenter says: “Mr. Cook, let me introduce you to Mr. Roy Green, the president of our company.” In this situation, the client’s name is heard first, because of the two people getting acquainted, the client is considered the main one. If you have to introduce your colleague to a person holding a higher position, the name of the high-ranking person should be mentioned first. Negotiations with English organizations must begin with careful preparation and coordination. If the dates and program of your stay are agreed upon, there is no need to inform your English partners about your arrival and stopping place, since the British are extremely punctual. At the first meeting, it is customary to shake hands; for subsequent meetings, a verbal greeting is sufficient. In general, physical contact with them should be minimal - remember English restraint. The conversation begins with extraneous topics - weather, sports, etc. The British make decisions more slowly than the French. You can rely on their word of honor. In negotiations, they are very flexible and attentive to the initiatives of the other side. Pragmatism and the ability to avoid sharp corners in negotiations are in the blood of the British. They are distinguished by the ability to patiently listen to their interlocutor without contradicting him, however, this does not always mean agreement, but is often a manifestation of an important trait of their character - self-control. In particular, it finds its expression in the ability to remain silent and not openly show one’s emotions. When communicating with the British, do not be afraid of pauses in conversations - talkativeness is considered rude behavior.

During a break in business negotiations, partners are often offered a standard English breakfast or lunch. Please note that you should refrain from smoking before serving coffee. The British love beer, and among strong drinks - gin and whiskey. Toasts and clinking glasses are not accepted. When communicating with the British, you should not ask personal questions, much less arrange discussions on such topics, and you should also avoid talking about the life of the royal family and the situation in Northern Ireland. At the end of the working day, it is not customary to talk about business. For an Englishman, all talk about work should end at the end of the working day - even if he has dinner with his business partner. And even more so, it would be a manifestation of bad manners to try to talk about business before the dishes have been ordered. This is considered rude to the waiter. When a customer in an English restaurant wants to let the waiter know that he has finished his meal, he places his knife and fork parallel, but not just how. The plate on which the cutlery is placed resembles a clock dial. The teeth of the fork and the blade of the knife should point on such a “dial” at approximately eleven o’clock (with the fork’s teeth pointing down), and the ends of their handles should lie parallel at around five o’clock. If the visitor has not yet finished eating, but just decided to take a break, he puts the knife and fork in a cross, which means: “Don’t take my plate away.”

Japan

When meeting Japanese people, you should keep in mind that if they tell you that they will be at a designated place at a certain hour, you can be sure that they will arrive in exactly two minutes.

Negotiations with the Japanese side are characterized by the fact that the Japanese representatives, when they are given large concessions, respond in kind. In any negotiations with them, threats are ineffective, although the Japanese themselves, in negotiations with weaker partners, can use threats as a method of pressure.

A conversation with the Japanese, as a rule, begins with topics that are not of particular importance, then other topics that are also not related to the main ones are discussed. And the more serious the issues on the agenda, the more attention is paid to insignificant details. Behind this lies the traditional desire to create an appropriate atmosphere during negotiations, to establish mutual understanding when all minor issues have been resolved and the main ones can begin.

The Japanese language is different from European. For example, the word “yes” in Japanese does not necessarily mean agreement with what was said. Sometimes it is used to assert that what has been said has been heard and understood, rather than to indicate agreement.

China

When making a business acquaintance, you should provide your business card. It is advisable that your details be printed in Chinese. When greeting, it is customary to shake hands. First they shake hands with the most senior partner.

The appearance of partners at the initial stage of negotiations has a primary impact. It is used to judge a person’s status. Further negotiations are conducted with the highest-ranking participant.

During negotiations, the Chinese partner, as a rule, is the first to “open his cards,” that is, the first to express his point of view, the first to make proposals. He usually makes concessions at the end of negotiations, after assessing the capabilities of the opposite side. At the same time, the mistakes she made during the negotiations are skillfully used. At this stage, the Chinese side can use various forms of pressure. Final decisions are made by the Chinese partner, as a rule, not at the negotiating table, but at home.

Korea

Koreans highly value personal contacts and direct communication, so without them it is impossible to solve a single serious problem in Korea. It is simply impossible to establish contacts with them in writing. Arranging a meeting is also not easy. You can't do it without intermediaries. You need someone to introduce you or recommend you. Informal connections are of great importance. Regional, clan, and friendly ties are strong here. The majority of Koreans are open, sociable, well-mannered people. Korean businessmen are usually quite assertive and aggressive in negotiations. This does not prevent them from traditionally stretching out the protocol part. At the same time, the Koreans, unlike the Japanese, are not inclined to discuss minor details of the agreement for a long time. They value clarity and precision in the presentation of thoughts and proposals on the part of negotiating partners. Most often, Korean businessmen do not openly express their disagreement with their partner’s position and do not strive to prove him wrong. Therefore, when communicating with them, you should not use expressions such as “we need to think”, “it will not be easy to resolve this issue”, etc., since they will be perceived by the opposite party as a statement of their unacceptability, at least at this stage. Koreans, unlike the Japanese, do not like to look far into the future; they are much more interested in the immediate, immediate result of their own efforts. Koreans are very scrupulous when it comes to clothing - a formal business suit is required for both men and women. It is not customary here to smoke in the presence of elders in age and position. Traditionally, they are considered one of the most difficult business partners.

Arab countries

Businessmen in the Arab Gulf countries are characterized by self-esteem, respect and correct attitude towards their colleagues. Before expressing an opinion on a particular issue, they demonstratively consult and express a collective point of view.

The Arabs are trying to establish an atmosphere of mutual trust in the negotiations. When meeting for the first time, they will definitely show their partner cordiality and courtesy. This is not pretense, but a tribute to tradition. The subsequent conversation may go much less smoothly. It is in their nature to avoid certainty, unambiguous “yes” and “no”. Instead they say: “Inshallah” or “Mashallah” (“God willing” or “God forbid”). It is their tradition to inquire from time to time about your health, the health of your loved ones, and your affairs. But that doesn't mean you have to answer these questions in detail.

During negotiations, the hosts treat guests to coffee, but if soft drinks are offered before coffee, this means that the time allotted for the meeting is coming to an end.

In the Near and Middle East, never pass documents, business cards, or souvenirs with your left hand - in Islamic countries it is considered “unclean” and has a bad reputation. One of the conditions for achieving success in negotiations with the Arabs is respect for local traditions. When solving any problem, they do not so much predict the development of events as focus on the past, constantly turning to their roots. The main feature of their behavior is their reliance on the historical traditions of their country. Of all types of interaction, they prefer bargaining.

Most Arabs are characterized by a sense of national pride. Therefore, one should not ask them questions about national independence, domestic and foreign policy. Anything that is in any way seen as interfering with their affairs will be immediately rejected.

And now the main thing!

When starting negotiations with any representatives of the West or East and trying to change their course in your favor, you should never resort to the trick that Russians sometimes allow themselves: they say that someone is offering them more favorable terms of the deal. Among respectable people this is considered blackmail and tactlessness. It is generally accepted there that everyone is free to choose the most advantageous partner for themselves, but must do it with dignity, without offending others.

A foreign delegation arriving in Russia expects that the inviting party will bear maximum expenses. As a rule, transportation costs on international routes to the destination and back, as well as the costs of medical insurance for members of the delegation, are borne directly by the foreign company itself. All other on-site hosting costs shall be borne by the host within reasonable limits.

When starting to study speech etiquette, it is necessary to determine its place in etiquette as such, to understand the relationship between the concepts of “etiquette” - “regulations” - “protocol”, in the specifics and brief history of their constituent parts.

Etiquette the origin is a French word (étiguette). Initially it meant a product tag, label (cf. label), and then they began to call it that court ceremony. It is in this meaning, especially after the adoption of the French ceremony at the Viennese court, that the word etiquette became widespread in German, Polish, Russian and other languages. Nowadays etiquette means rules of courtesy and politeness accepted in a particular society.

Along with this word for totality adopted rules , defining order any activity, words are used regulation And protocol. Let's understand the nuances of their meanings.

According to the Big Encyclopedic Dictionary, the word regulations (French reglement - from regle - rule) means: 1) a set of rules that determine the procedure for the activities of a government body, institution, organization. 2) The procedure for conducting meetings, conferences, congresses. 3) The name of some acts of international congresses and conferences (for example, the Vienna Regulations of 1815).

Word protocol (from the Greek protókollon - the first sheet glued to the scroll of a manuscript; protos - first and kolla - to glue) has a long history, it is the result of communication between people of different countries and nationalities over many centuries, therefore the concept of protocol is a historical category.

The norms of diplomatic protocol should be considered fundamental in the history of modern protocol. Collocation diplomatic (state) protocol denotes a set of generally accepted rules, traditions and conventions governing international and governmental communication. Communication between governments, foreign departments, diplomatic missions, and officials is subject to protocol norms. Protocol events include meeting and seeing off guests, negotiations, presentations, receptions, congratulations, funeral ceremonies, presentation of state awards, etc.

The basis and essence of the protocol is an expression of deep respect towards the distinguished guest, the country and people he represents. The rules of diplomatic protocol are based on the so-called principle of “international politeness” - a set of rules of etiquette, deference and respect generally accepted in international practice, observed in interstate relations. Violations of international courtesy, especially intentional ones, are considered as damaging to the prestige and authority of the state.

The famous French diplomat Jules Cambon writes: “The rules of protocol nowadays seem somewhat old-fashioned, but not observing them is as stupid as not taking off your hat when entering a church or your shoes when entering a mosque... In essence, not everything is so bad in these solemn trifles." With its solemnity, the protocol gives greater significance to the events, ceremonies and documents being signed and arouses greater respect for them.

Protocol standards are also observed in relationships between businessmen, including between partners from different countries. This business protocol – rules for organizing various events during business contacts.

How do protocol and etiquette relate to each other? They are interconnected: for example, one of the organic components of diplomatic protocol is diplomatic etiquette. If diplomatic protocol represents “the expression of good manners in relations between states,” then diplomatic etiquette is the manifestation of good manners in relations between officials, political and public figures representing their state. Accordingly, business protocol, which incorporates the rules for organizing business events and contacts, includes business etiquette, which dictates the rules of politeness in the communication of business people.

Protocol and etiquette require knowledge of politics and geography, economics and culture, national and religious traditions of various states, close attention to the smallest details, behind which lie centuries-old traditions and experience of peoples. You should always remember that in protocol, as in etiquette, there are no trifles; all the constituent details are important: behavior, manners, gestures, voice, tone, appearance, etc. According to the American millionaire, businessman and writer Harvey Mackay, “trifles are not are of decisive importance, little things make all the difference.”

It should also be borne in mind that the rules of etiquette in each country have quite significant features, which are determined by historical, national, religious and other traditions, although they are basically generally accepted for all countries of the world. Unlike etiquette, protocol norms are international and therefore universal (although, naturally, the protocol of each country has its own nuances). Etiquette and protocol are one of the main components of forming the image of any business person, civil servant, as well as a commercial or government organization and play a very important role in the successful conduct of business, including international ones.

There are several types of etiquette: court, military, diplomatic, secular and business.

Business Etiquette- This established rules of conduct in business and business contacts . Business etiquette is a type of secular etiquette, but based on military etiquette. The main difference between business etiquette and secular etiquette is stricter regulation and priority of subordination over gender differences of employees and their age.

Most of the rules of general civil, business and diplomatic etiquette are identical, but among officials, the rules of diplomatic and business etiquette are observed more strictly, since their violation damages the reputation of the state or institution. The rules of etiquette take into account in communication between people their status and position, gender and age. The hierarchy of etiquette principles is as follows:

1. Status (position, rank).

2. Age and gender (in the case of a small difference in the age of people, representatives of the weaker sex have an advantage, but if the difference is large and we are talking about communication between a young girl and an older man, then the man has an advantage).

Business conversation is specific and lies in the fact that the collision, interaction of economic interests and social regulation are carried out within a legal framework. Most often, people enter into business relationships in order to legally formalize their interaction in a particular area. The ideal result of interaction and legal registration of relations is affiliate relationships built on the foundations of mutual respect and trust.

The central principle of verbal behavior in business communication is the principle of cooperation, implemented according to the theory of G.P. Grice's seven maxims (principles of behavior): maxim of tact; maxim of generosity; maxim of relevance of statement; maxim of completeness of information; maxim of sympathy; maxim of agreement; maxim of modesty. Not all of these maxims can be realized in one speech act: it is not always necessary to agree with the interlocutor, to show him sympathy, but a leader of any rank must be tactful, correct, and respect the interlocutor’s right to receive accurate and complete information and to express it.

Another principle of modern business communication is: that initially communication is built on the basis of the definition of the interlocutor as a partner, an equal participant in the dialogue, regardless of his social position and his communicative position. Along with a business request: “ Bring me the documents", - today the preferable expression is: " Please, grab a folder with documents“, - on the part of the manager in relation to the subordinate.

Psychology of a business person programmed for a communication partner who inspires trust by the way he is dressed, combed, whether he is punctual, etc. Then other parameters are assessed - fidelity to one’s obligations, honesty, qualifications, ability to negotiate, etc.

Hence, first What needs to be done is to carry out activities for the education and self-education of a business person who needs to properly master the code of conduct adopted for well-mannered people in all countries. This code includes four basic rules: politeness; naturalness; dignity; tact.

Politeness presupposes, first of all, greeting. Forms of greetings differ in different countries. But with all the variety of greetings, international etiquette is fundamentally the same: when people meet, they wish each other good and well-being, success in work, good morning, afternoon and evening. Therefore, the following etiquette rules regarding greetings should be followed:

1) it is necessary to say hello no matter what kind of relationship people are in, whether they like each other or not;

2) the person entering is the first to greet;

3) it is not necessary to shake hands, and if there are several people working in the room, then it is not necessary.

Violation of etiquette are noisy, unrestrained greetings. A simple gesture, a slight smile expresses deference and respect.

In business etiquette, privileges in exchanging greetings are given to a person of a higher status (position), and only with equal statuses do the privileges of gender and age come into play (i.e., a subordinate is the first to greet the leader, and a person of a lower status is the first to greet a person of higher status, regardless depending on gender and age). And only personal decision and upbringing will dictate that the manager be the first to greet a woman or a senior subordinate. If this does not happen, subordinates have no right to be offended.

1) when you come to work, you need to greet your colleagues. Let them know that you are happy to start a new working day with them, that they can count on your help and support. A smile and a morning greeting turns out to be a strong stimulus for a good mood;

2) you need to learn to manage your behavior in any conditions. Be friendly and polite, smile at people. Strive to maintain a good mood for yourself and those around you. Politeness, friendliness, and goodwill are equally needed at all levels when communicating with a manager, a subordinate, or superiors;

3) the manner of communication between colleagues depends on the state of interpersonal relationships. The pronoun “You” is not only an expression of communication culture, but also a way of maintaining official distance; addressing subordinates as “you” is a necessary tool for maintaining normal work relationships and labor discipline;

4) order and request. The order form in modern corporate culture is falling out of use and fully applies only to written business documents. All orders are expressed in the form of a business request, the objectivity and obligation of which is justified by the current business situation (we will talk about the difference between an order and a business request);

5) thank, but also demand. We need to use incentives more often and skillfully. In this case, it is necessary to remember the rules: “Scolded - lost, praised - won”, “Praise in public - scold in private.” It should be remembered that when choosing forms of expression and punishment, the age, gender and temperament of workers are taken into account;

6) defend your point of view before making a decision. In a dispute, you must do everything acceptable to convince other performers that you are right. But, if a decision is made, you must consider it as your own;

7) create a mindset for success. By infecting your partners with your faith in the success, you create a situation of confidence in the success of the company (organization) among the clients who are served. You must try to create a lively, optimistic atmosphere around yourself. The combination of realism and optimism is the key to achieving effectiveness in various activities;

8) you need to do everything on time, be punctual, put your appointments in your calendar. Being late not only interferes with work, but is also the first sign that a person cannot be relied on. It is important to know that it is not recommended to come to work earlier than your manager and leave later than him. The “on time” principle also applies to reports and any other tasks assigned to you. It is recommended, for example, to throw in an extra 25% for the period required to complete this work, then you will certainly meet the allotted time;

9) the obligation to keep secrets and secrets of the institution. All company secrets must be kept to yourself. Do not criticize the company, especially in front of strangers. Never retell to anyone what you sometimes hear from a colleague, manager or subordinate about their personal life;

10) it is necessary to speak and write competently and in an intelligible language. Anyone who can express their thoughts clearly has a great advantage. The inability to write and speak properly often sets a person back, and his abilities may go to waste;

11) keeping promises made to superiors, clients, employees and yourself. If a person fulfills his promise on time, then this characterizes him as a disciplined and committed person.

12) You must be very careful when accepting gifts that cannot be called purely symbolic;

13) Dress appropriately. On the one hand, your suit should be businesslike, on the other hand, you should not look like a “black sheep” compared to your colleagues and, within the framework of a business style, adhere in your choice to the uniform that is accepted in the organization where you work.

The rules of etiquette, including business etiquette, should become firmly established in the everyday life of every person and become his inner need. The requirements of etiquette presuppose compliance with the rules of good manners in all cases of life, regardless of our mood and psychological state. Knowing the rules of etiquette and observing them allows a person to feel confident and at ease, and not feel awkward in front of others due to mistakes and actions that do not correspond to the communication situation. Following these rules will allow you to achieve success in your work and in relationships with colleagues.

In the practice of business relations

a person’s behavior patterns determine

are not so much occupied by

as much as correspondence to it.

Ilya Shevelev

Etiquette– a set of norms and rules governing forms of behavior that reflect moral standards. The norms of etiquette, in contrast to the norms of morality, are conditional; they determine what is generally accepted in people’s behavior and what is not. Etiquette is a conventional language with the help of which you can evaluate a person, judge the level of his culture, morality and intelligence (how he enters a room, how he greets, what tone he speaks, what words he pronounces - whether he follows the rules of courtesy and politeness accepted in society ).

Business etiquette (protocol)– these are the rules of conduct and norms of treatment in official partnerships. Knowledge and adherence to business etiquette highly characterizes an employee in any field. Business etiquette is determined by the following factors: individual clothing style; manner of behavior; the ability to have a beneficial influence on people and situations; positive impression of another person; correct conduct of telephone conversations and business correspondence.

Practice shows that mastering the rules of etiquette contributes to successful entrepreneurial activity, and neglecting them can contribute to the destruction of a career.

Business protocol at their core, these are the same rules that regulate the procedure for meetings and departures, conversations and negotiations, organization of receptions, execution of business correspondence, etc.

In this sense, diplomatic protocol plays a special role.

Diplomatic protocol- is a set of generally accepted rules, traditions and conventions observed by governments, foreign affairs departments, diplomatic missions, diplomatic staff and other officials in international communication.

The rules of diplomatic protocol are based on the principle of sovereign equality of states. The norms of diplomatic protocol are based on the principles of international politeness.

Professional etiquette– an integral part of business etiquette, represented by the norms and rules of business interaction in a particular area of ​​professional activity. The etiquette of a particular field of activity is determined by its specifics - commercial (entrepreneurial) activity or government activity. There are also differences of an educational nature (views on moral criteria); belonging to technical professions or to the field of science and art plays a certain role. At the governmental level, deviation from the rules or their violation can cause damage to the prestige of the country and lead to complications in relations between states.

Ethical Standards– these are the values ​​and rules of ethics that members of the workforce must adhere to in their activities. These rules provide for rights and obligations, liability for failure to fulfill obligations or excess of rights. Ethical standards apply not only to the quality of the activities performed, but also to maintaining a favorable psychological climate in the team conducive to it. The most important condition for the success of a business person is mastery of techniques for building interpersonal communication. To avoid mistakes in relationships, it is recommended to adhere to the following generally accepted interaction models:

Compliance of behavior with the norms of public order and moral criteria (honesty, justice, conscientiousness);

Assessment of a specific situation. Intuition and logic are important conditions for optimizing a behavior model;

Self-criticism and the use of a specific behavior model;

Determination and specification of one’s own capabilities;

Taking into account the psychological and sexual characteristics of the interlocutor’s personality.

Ethical standards can be violated due to lack of education, ignorance of social rules, or their fundamental violation, disapproved by society or the team.

The reason for the most characteristic contradictions between ethics and business lies in the duality of the educational and stimulating functions of the state. One of the positions of the state is the education within the framework of morality of a person who must be well-intentioned and law-abiding. Another position is the need to have incentives to work more intensively, the reason for which is growing competition.

In business, moral requirements are not always taken into account. An entrepreneur often has to deceive, be cruel, and ignore ethical commandments for the sake of selfish goals - achieving material profit. The contradiction is reinforced by cultural values ​​and religious beliefs. Historically established cultural traditions of human relationships, views on the significance of the individual, the natural essence of objects and phenomena exalt the role of the spiritual principle; the development of a person’s inner world is recognized as a priority, rather than the value of material wealth.

The moral standards and patterns of behavior of a competent leader are based on norms of ethical behavior - rules that are based on knowledge and ethical skills that determine respectful attitude towards subordinates and people around them. He must have the qualities of a labor organizer. The orderliness and lack of conflict in the activities of an enterprise are determined by management functions, which include planning and organization, stimulation and control, and regulation of relations in the business sphere.

To maintain a good moral and psychological climate in a team, it is not enough to have only professional qualities. The manager must comply with the ethics of business relations, have psychological knowledge and behavioral skills in relations with subordinates. This is knowledge of the basic patterns of interpersonal relationships in management activities. The causes of stress and conflict in a team are often the infringement of a person’s self-esteem, self-esteem and personal status. Written and oral instructions to subordinates must be correct and unobtrusive. The ethics of corporate relations presupposes that the manager knows how to prevent and resolve conflicts, and the ability to conduct a business conversation correctly.

Failure by a manager to follow the rules of criticism is a common mistake that leads to aggravation of relations. One of the main conditions is the creation of a friendly and trusting environment, the ability to listen to subordinates in a correct and interested manner, and give a critical analysis of their activities.

There are oral and written forms of orders. Written The order form is a laconic resolution containing a brief instruction to perform an action based on the social-role position of the subordinate, or a set of responsibilities, a list of means for performing the functions performed. Oral the order is not recorded on paper, has a lesser degree of legal protection, its purpose is to encourage the subordinate to take active action using means of varying degrees of formality. The main characteristics of the order are as follows:

The order can be transmitted directly by the manager or through authorized persons;

Intended for a subordinate person, group or a certain number of persons, up to large professional communities;

Addressed to representatives of the next rank level;

May relate to employee incentives;

The degree of confidentiality of the order is expressed by the corresponding stamp;

Can be passed from hand to hand or delivered by other means of communication.

Ethical standards and principles of business communication between subordinates and the manager influence the nature of the relationship and the general moral and psychological climate. This applies to management orders, service discipline, participation of subordinates in decision-making, their rewards, and the manager’s consideration of their personal qualities.

The relationship of subordinates with the manager is based on the following principles of business communication ethics:

Confidentiality - you should not talk about yourself, the secrets of the institution, a specific transaction, or retell what you heard from colleagues about their personal lives and activities;

Courtesy, friendliness and goodwill;

Attention to the interlocutor, the desire to understand the boss’s point of view, respect for his opinion, criticism and advice, modesty, but self-confidence;

Punctuality, literacy, appropriate appearance.

Ethical standards include culture of communication and behavior, empathy and the ability to be a good listener.

The ethics of business communication “horizontally” are norms of communication and behavior that are a regulator of relationships in a team, which contributes to successful activities to achieve set goals, or creates obstacles and leads to the disintegration of the team. If relations are not regulated by the administration, this process occurs spontaneously.

Norms are always a means of implementing the principles of ideology and reflect certain views of a group of people. If immoral norms are widespread in a team, then it cannot exist long and effectively (its authority will decrease, and conflicts within it will increase). The level of ethical standards of an organization largely depends on the leader. The ethics of communication in a team presupposes:

“you”, obscene expressions, familiarity, etc. are unacceptable);

Consistency in the use of communication styles;

Interest in the positions and opinions of colleagues on certain aspects of activity.

Despite the formal optionality of taking into account personal likes and dislikes in a business atmosphere, for the purpose of constructive activity and maintaining a favorable psychological climate, it is advisable to adhere to the following rules:

Develop friendly relationships and correct tense ones;

Avoid expressions that provoke conflict situations;

Observe, if necessary, the principle of confidentiality in communication with each other;

Do not discuss the personalities of colleagues, the shortcomings of their behavior or actions behind the scenes, do not spread gossip and do not criticize on any occasion;

Be careful about the dignity and self-respect of your colleagues.

A favorable psychological climate in a team is characterized by:

A relaxed atmosphere of communication, in which team members feel free and are not burdened by discipline;

Respectful attitude of team members towards each other’s opinions, new ideas are publicly disclosed;

Active discussion of problems in order to improve work;

Criticisms that are not personal attacks;

Employees correctly understand the goals of the enterprise, new goals are discussed collectively;

If something is wrong with employees, they freely express their thoughts and emotions, while being guided by the requirement to be fair;

The work is carried out without much stress and emergency work;

A clear distribution of responsibilities and the absence of a manager does not reduce labor productivity;

Decisions are made on a routine basis; formal voting is rarely used;

If during the discussion of ideas, opinions differ, there is no “pressure” from authorities, the arguments of the parties are discussed and weighed, the collective judgment on a controversial issue is accepted as a group norm;

The team leader is its unofficial leader and has great influence and authority.

Failure to comply with ethical standards of communication can lead to punishment of the “violator” by other members of the team, which manifests itself in the form of sanctions expressed in the following forms: hints, ridicule and bullying; isolation by silence; comments “in plain text”; transition to official relations; denial of assistance, recognition of successes, invitation to events, creation of obstacles in the performance of official duties; provoking nervous breakdowns and scandals; creating a negative image among members of other teams; denunciations and slander to superiors.

The negative side of adherence to group norms is the phenomenon of conformism, i.e. unconditional acceptance by team members of the established order and prevailing opinions, indicating a refusal of independent views and actions.

Larina F.Sh., postgraduate student, Department of International and European Law, Kazan State University.

The existence and development of the state as a subject of international law and international relations cannot occur without external relations with other subjects of international law. The need for external relations requires the organization of an apparatus for the implementation of these relations and the regulation of these relations between national law.

A number of Western authors (for example, the French lawyer Dupuis<1>, English lawyers Corbett<2>, Schwarzenberger<3>, American Morgenthau<4>) believed that diplomacy operates within the limits of international law, but can go beyond these limits and break them when it is beneficial.

<1>Dupuis Ch. Coucs de la Haye. P., 1924. Vol. 1. P. 304.
<2>Corbett P. Law in Diplomacy. Princeton, 1959. P. 272.
<3>Schwarzenberger G. A manual of International law. L., 1952. P. 4.
<4>Morgentahu H. Politics in the XXth Century. Chicago, 1962. V. III.

Such an understanding of the relationship between diplomacy and international law means justifying the arbitrariness of the subject of international law in international relations and does not correspond to modern principles of international communication, which require compliance with the norms of international law. Diplomatic activities are defined by the framework of international law and are regulated by international law.

It is impossible to solve universal global problems through the efforts of one state or group of states. Thus, due to the greater complexity and specialization of international relations, the content of diplomatic activity and diplomacy is also changing, which leads to the emergence of new links in the diplomatic service, a further change in the content of the concept of diplomacy and diplomatic service, which, in addition to diplomatic, consular, and trade activities, covers interstate relations in the field of culture, foreign economic, information and printing activities<5>.

<5>Ushakov N.A. International law. M.: Yurist, 2000. P. 205.

In 1961, the Vienna Convention on Diplomatic Relations was adopted in the Austrian capital.<6>, the norms of which still guide all members of the international community.

<6>

There is no need to argue about how great the role of ambassadors is in the successful functioning of diplomatic missions in the above areas.

It is not difficult to imagine, and this is evidenced by the experience of the past, that normal communication between states would be unthinkable if they did not all adhere to common fundamental principles of mutual relations, and first of all such as respect for sovereignty, equality, territorial integrity, non-interference in the internal affairs of each other friend<7>.

<7>Wood J., Serre J. Diplomatic protocol and ceremony. M.: International Relations, 2003. P. 29.

There is a need for an instrument with which states could put these principles into practice. Indeed, in what way and in what form can one state demonstrate its respect for another state as an equal partner? Other similar questions would inevitably arise if, in the course of the centuries-old history of international relations and diplomacy, such an instrument as the diplomatic protocol had not been formed<8>.

<8>Borunkov A.F. Diplomatic protocol in Russia. M.: International Relations, 2000. P. 15.

According to the generally accepted understanding, diplomatic protocol is a set of rules, traditions and conventions observed by governments, foreign affairs departments, diplomatic missions, and other officials in the process of international communication. The word “protocol” itself comes from the Greek protokollon (protos - first and kollao - to glue), which in the Middle Ages meant the rules for drawing up documents, and then maintaining an archive. Over time, it began to be applied to the rules of diplomatic activity. This is where the modern concept of “diplomatic protocol” arose. Its individual norms are called the ceremony of presenting credentials, meeting or seeing off an official delegation, etc. The rules of the protocol are based on the principle of “international comity” (lat. comitas gentium), which means observance of deference and respect for everything that symbolizes the state.

We find a unique interpretation of the origin of the protocol in J. Cambon<9>: “It is possible that politeness has its origins in fear. This was probably the case in relations between individuals and, probably, in relations between nations. The biblical Book of Kings tells of the merciless revenge inflicted by David on the Moabites who insulted him ambassadors; and when an Asiatic king, some Phariac or Antiochus, received the ambassadors of the Roman Senate, then in the numerous signs of respect addressed to them there was more fear than respect. Thus, the custom was gradually established to surround foreign representatives with all kinds of attributes of politeness. When embassies became permanent mission, custom became the rule. Thus the "Protocol" was born. It is a kind of religion, with peculiar rituals and sacraments. The masters of ceremonies are its priests." And further: “Of course, the rules of the “Protocol” currently seem somewhat old-fashioned. If there are still people who treat them with a kind of reverence, then there are those who ridicule them. Both are wrong. This is already a property of customs: although they are criticized, they should be obeyed. Not to do so is as stupid as not taking off your hat when entering a church or your shoes when entering a mosque."<10>.

<9>Kuzmin E.L. Diplomatic and business communication: rules of the game. M.: Norma, 2005. P. 115.
<10>Cambon J. Diplomat. M., 1946. S. 52 - 53.

It is safe to say that it is unlikely that it will be possible to find any significant international action that would be implemented without the use of the norms of diplomatic protocol and etiquette. State visits, including summits, are organized with their strict observance; diplomatic receptions and negotiations take place; international conferences are convened; contracts and agreements are signed; the behavior of diplomats in the host country, their clothing on official occasions, etc. are determined. Thus, the protocol is an international category; its basic provisions must be observed more or less equally in all countries. States are strictly guided by the principle of “international comity” and strive to follow general norms, often introducing them into acts of domestic legislation<11>.

<11>

So, the protocol must be strictly followed, but done creatively, never becoming a slave to it. Yu.V. Dubinin recalls how difficult it was to fulfill Moscow’s instructions during a meeting with US President R. Reagan in connection with the presentation of the ambassador’s credentials. An individual conversation was not envisaged, and yet a difficult solution was found together with the chief of American protocol. From fifth place in the line of those presenting credentials that day, the Soviet ambassador moved to ninth and ended up last on the list, receiving the opportunity for a brief conversation with the head of state. Of course, several places in protocol seniority in the diplomatic corps were lost, but this could not be compared with the opportunity to carry out an important task from the center<12>. “Such a decision,” writes Yu.V. Dubinin, “of course, needed the approval of the President personally. This approval was quickly received, and I was able to appreciate the flexibility and pragmatism of the American protocol...”<13>

<12>Kuzmin E.L. Decree. op. P. 103.
<13>Dubinin Yu.V. Time for Change: Notes from the Ambassador to the USA. M., 2003. P. 48.

A textbook example was when I.V. Stalin, breaking all protocol rules, personally arrived at the station to see off the Japanese Minister of Foreign Affairs after the signing on April 13, 1941 of the Soviet-Japanese Pact on the neutrality of the Land of the Rising Sun in the war with Nazi Germany, which was of exceptional importance for our country at that moment.

Within the framework of generally accepted norms, some variations of the protocol are permissible, taking into account the state of relations between countries, the socio-economic system and ideology, national and religious characteristics and historical traditions. In India, for example, there is a beautiful custom of placing a wreath of flowers on the guest of honor arriving in the country.<14>.

<14>Kuzmin E.L. Decree. op. P. 207.

Etiquette can and should be understood as an established order of behavior.

The principle of respect, the principle of seniority, the principle of reciprocity and the principle of sovereignty are widely used in diplomatic etiquette. For example, "missed" polite gestures or "missed" compliments amount to deliberate disrespect and can impede international communication. For diplomatic protocol, it is important to follow special rules even when seating in a car, which is not regulated by business etiquette.

Finally, in diplomatic practice over many years, a “language” of diplomatic etiquette has developed with its own terms (visa, agrement, accreditation, credentials, persona non grata)<15>.

<15>Sutyrin F.D. Etiquette and diplomatic protocol for everyone. St. Petersburg: September, 2001. P. 8.

The topic of key state symbols: the coat of arms, flag, anthem is inseparable from protocol issues. Giving the necessary honors to them, strict adherence to the appropriate ritual is one of the very sensitive manifestations of international politeness and respect for statehood.

When flying the flags of several states at the same time, the sizes of the flags must be the same; no flag should be raised above the other. The place of honor is the one on the far right when viewed from the flag, or in the center of the flags; the most common practice is to place flags alphabetically by the names of states (in Latin or according to the alphabet of the language of the country where the flags are flown); when two flags cross, the place of honor is the right side (looking from the flags); It is not allowed to hang flags of several countries on one flagpole<16>.

<16>Kuzmin E.L. Decree. op. P. 192.

The norms of diplomatic protocol are mainly based on the rules of international politeness. There are no uniform written or oral rules of international law that would oblige states to provide strictly defined honors to the head of state during his official visit to the country. Each state follows its own rules for receiving foreign guests of various levels, guided by existing international practice, reciprocity, national traditions and customs of the people. The trends that are observed in international protocol practice are also taken into account: to make protocol norms simpler and more convenient<17>.

<17>Voznesenskaya L.O. Fundamentals of international communication. M.: Yurist, 1997. P. 46.

Unfortunately, in our country, for a long time, that side of business communication, which is represented by protocol and etiquette, was taught, at best, to diplomats and employees of foreign trade organizations going to work abroad. Other specialists rarely had the opportunity to gain even a general understanding of these “wisdoms.” The other side of business communication, related to problems of psychology, technology of conducting business conversations and negotiations, was not paid attention at all, believing that there was nothing to teach here<18>.

<18>Akulov T.Yu., Savelyev I.L., Talmanov A.L., Lokhanov P.N. Protocol in the Republic of Tatarstan. Kazan: Center for Innovative Technologies, 2004. P. 8.

Rules of international courtesy are not binding. But, as international protocol practice shows, states and diplomats strive to comply with them. International politeness does not allow any offensive actions towards other states, their representatives, or state symbols.

As a result of great efforts and reasonable compromises, in 1961 the states managed to develop the Vienna Convention on Diplomatic Relations. All states of the world, including those that formally refrain from joining the Convention, comply with the norms established in it, and protocol services take these norms into account in their practical work. In some states, the Vienna Convention was incorporated into national legislation and began to be considered by them as a norm of national law. Other countries have additionally chosen to enact their own laws, taking into account the obligations arising from the provisions of the Vienna Convention<19>.

<19>Molochkov F.F. Diplomatic protocol and diplomatic practice. M.: Znanie, 1979. P. 32.

Literature I. Legislation and other regulations

1. Vienna Convention on Diplomatic Relations 1961

II. Special literature

1. Akulov T.Yu., Savelyev I.L., Talmanov A.L., Lokhanov P.N. Protocol in the Republic of Tatarstan. Kazan: Center for Innovative Technologies, 2004.
2. Borunkov A.F. Diplomatic protocol in Russia. M.: International relations, 2000.
3. Voznesenskaya L.O. Fundamentals of international communication. M.: Yurist, 1997.
4. Wood J., Serre J. Diplomatic protocol and ceremony. M.: International relations, 2003.
5. Dubinin Yu.V. Time for Change: Notes from the Ambassador to the USA. M., 2003.
6. Dupuis Ch. Coucs de la Haye. P., 1924. Vol. 1.
7. Cambon J. Diplomat. M., 1946.
8. Corbett P. Law in Diplomacy. Princeton, 1959.
9. Kuzmin E.L. Diplomatic and business communication: rules of the game. M.: Norma, 2005.
10. Molochkov F.F. Diplomatic protocol and diplomatic practice. M.: Znanie, 1979.
11. Morgentahu H. Politics in the XXth Century. Chicago, 1962.
12. Sutyrin F.D. Etiquette and diplomatic protocol for everyone. St. Petersburg: September, 2001.
13. Ushakov N.A. International law. M.: Yurist, 2000.
14. Schwarzenberger G. A manual of International law. L., 1952.

Introduction to the discipline "International Etiquette and Protocol"

The concepts of “etiquette” and “protocol” are in many ways similar and interrelated. Therefore, it is better to consider protocol and etiquette not separately, but as a whole. For example, court etiquette includes the observance in states with a monarchical structure of certain protocol norms when conducting certain ceremonies. An example is Great Britain, where ceremonial norms have remained virtually unchanged for 500 years. At the same time, participants in these ceremonies are required to strictly adhere to the rules of court etiquette.

The rules of etiquette are fundamentally international, since most of them are observed in all countries of the world. At the same time, the etiquette of each country inherits customs and conventions from ancient times to the present day and has quite significant features, which are determined by historical, national, religious and other traditions.

Unlike etiquette, protocol standards are almost the same in all countries of the world, i.e. they are international. The basis and essence of the protocol is an expression of deep respect towards the distinguished guest, the country and people he represents. Although, naturally, the protocol of each country has its own nuances, knowledge of which contributes to the implementation of international and foreign economic contacts.

Etiquette and protocol are one of the main components of forming the image of any business person, civil servant, organization and play a very important role in the successful conduct of business, including international ones.

So what is etiquette and protocol? Etiquette (ethics) - rules of courtesy and politeness, form, manner, established order of behavior accepted in a particular society.

There are several types of etiquette: court, military, diplomatic, civil and business. Most of the rules of general civil, business and diplomatic etiquette are identical or to one degree or another coincide and are equally observed, but among officials the rules of diplomatic etiquette are observed more strictly.

The rules of etiquette in communication between people take into account their status and position, gender and age. The hierarchy of etiquette principles is as follows.

1. Status (position, rank).

2. Age and gender (in the case of a small difference in the age of people, representatives of the weaker sex have an advantage, but if the difference is large and we are talking about communication between a young girl and an older man, then the man has an advantage).

There are no trifles in etiquette; all the constituent details are important: behavior, manners, gestures, voice, tone, appearance, etc. The rules of etiquette should firmly become part of the everyday life of every person, becoming his inner need. The requirements of etiquette presuppose compliance with the rules of good manners in all cases of life, regardless of the mood and psychological state of a person at one time or another.

The Protocol is a set of rules for the conduct of governments and their representatives on official and unofficial occasions. Protocol events include meeting and seeing off guests, negotiations, presentations, receptions, congratulations, funeral ceremonies, presentation of state awards, etc.

The most commonly used phrase is diplomatic (state) protocol, which is used in relation to international communication between officials. Diplomatic protocol is a set of generally accepted rules, traditions and conventions observed by governments, foreign departments, diplomatic missions, and officials in international communication.

Diplomatic protocol has a rich history. It originated in ancient times. At one time, the ancient Romans developed a strict peace ceremony, during which, in particular, the priests read out the text of the peace agreement and made sacrifices.

The famous French diplomat J. Cambon writes: “The rules of protocol nowadays seem somewhat old-fashioned, but not observing them is as stupid as not taking off your hat when entering a church or your shoes when entering a mosque... In essence, not everything is so bad in these solemn trifles."

With its solemnity, the protocol gives greater significance and evokes greater respect for the events, ceremonies and documents being signed.

Protocol standards are also observed in relationships between businessmen, including between partners from different countries. This is a business protocol - the rules for organizing various events during business contacts.

The protocol requires knowledge of politics and geography, economics and culture, national and religious traditions of various states, and close attention to the smallest details. Behind every such protocol “little detail” there are centuries-old traditions and experience accumulated by diplomacy since ancient times. Therefore, you should always remember that in the protocol, as in etiquette, there are no trifles. According to the writer H. Mackay, “little things don’t matter, little things decide everything.”

The established moral norms are the result of a long-term process of establishing relationships between people. Without observing these norms, political, economic, and cultural relations are impossible, because one cannot exist without respecting each other, without imposing certain restrictions on oneself.

Etiquette is a word of French origin meaning manner of behavior. It includes the rules of courtesy and politeness accepted in society.

Modern etiquette inherits the customs of almost all nations from hoary antiquity to the present day. Fundamentally, these rules of conduct are universal, since they are observed not only by representatives of a given society, but also by representatives of the most diverse socio-political systems existing in the modern world. The people of each country make their own amendments and additions to etiquette, determined by the social system of the country, the specifics of its historical structure, national traditions and customs.

There are several types of etiquette, the main of which are: - court etiquette - strictly regulated order and forms of behavior established at the courts of monarchs;

Diplomatic etiquette - rules of conduct for diplomats and other officials when contacting each other at various diplomatic receptions, visits, negotiations;

Military etiquette is a set of rules, norms and behavior generally accepted in the army by military personnel in all areas of their activities;

General civil etiquette is a set of rules, traditions and conventions observed by citizens when communicating with each other.

Most of the rules of diplomatic, military and civil etiquette coincide to one degree or another. The difference between them is that greater importance is attached to compliance with the rules of etiquette by diplomats, since deviation from them or violation of these rules can cause damage to the prestige of the country or its official representatives and lead to complications in relations between states.