Corporate Diplomacy PA Exec Program


We proudly announce our Corporate Diplomacy and Public Affairs Executive Program. This Program, developed by IIDC and Schiller International University, has been designed for executives and professionals of companies, associations and institutions.

Some of the organizations that have already joined into previous editions are Iberia, Santander, Iberdrola, BBVA, Fundación Telefonica, Real Madrid, Garrigues, Grupo Antolín, Compañía Canariense de Tabacos, Real Instituto Elcano, Grupo Hospitales de Madrid, Asociación Española de Fundaciones, Grupo Thales, GSK, Indra, Ibermutuamur o Grupo Volkswagen.

The program is now accepting applications. For further information about this program and the next IIDC’s events, please visit or send an email to:

Why is it important Corporate Diplomacy?

Globalization has increased the complexity of the business environment forcing organizations of XXI century to acquire new skills and abilities to improve their international competitiveness. The success of its business operation is directly related to their influence.

Corporate Diplomacy is the instrumental development of the influence strategy of the company.

Why is influence profitable?

  1. Allows access to the relevant institutions to defend the company’s own interests.
  2. It is a positive force that can drive and get more and better business.
  3. Represents a competitive advantage when it has well-defined and managed processes.
  4. Reinforces the commitment of all stakeholders.
  5. Influence, if it is transparent, ethical, responsible and organized, improves social reputation.

International Institute of Corporate Diplomacy (IICD)

This program is developed in collaboration with the IICD. It is a private institution dedicated to the promotion and development of Corporate Diplomacy, understood as the set of rules, practices and processes that enable public and private organizations enhance their relational capital and ensure a more influential leadership. It supports professionals, companies and organizations to improve their performance by enhancing their ability to influence, incorporating Corporate Diplomacy as a strategic factor in the development of their business. It is committed to the training of professionals in lobbying and interest representation. Its programs are aimed at improving relational skills and to the enhancement of the role of corporate diplomatic advisor.


To provide attendees with the knowledge and strategic tools necessary to conduct an effective representation of the interests of their organizations to the public, private and / or associative areas.

Target audience

Professionals with experience in: institutional relations, public and regulatory affairs, international business development, investor relations, communications, legal advice, law firms, entrepreneurship and business management, strategic consulting, political parties, Public Administrations, professional associations, foundations, NGOs and think tanks.


The program is taught in Spanish and English. Each module includes theory and practice with case studies and simulations. Throughout the course, open lectures, panel discussions and workshops will be held by professionals from different fields of Corporate Diplomacy & Public Affairs.


The program lasts approximately 60 hours spread over 14 teaching sessions. The sessions will take place on Friday afternoons and Saturday mornings.


The sessions are held at the Madrid Campus of Schiller International University.

Calle Serrano, 156 (Plaza de la República Argentina)


Module 1

Corporate diplomacy in the company. Regulatory pressure, convergence between public and private interests and the management of multiple stakeholders in global environments determines the way in which companies relate to their environment. This module brings the participant closer to knowing the challenges that the new ecosystem poses to companies and the way in which the new business diplomacy responds to the challenge.

Module 2

Organization and division of powers in the Spanish State. This session develops in an orderly and practical way how the State is organized, its division of powers and the institutions that act as bearings of the structure. The participant will know at the end of the module the architecture of the Spanish public administration.

Module 3

The management of influence in democratic societies. The module describes the way in which decisions are made in the political sphere and the relationships between the different actors. The weight and influence of the private sphere bursts in its own right in the political space to cooperate for the benefit of the public interest. The concept of relational capital acquires a strategic importance for the business. In the process of interaction with its ecosystem, the company develops processes that ensure the correct and most efficient representation of its interests. This module analyzes the start-up of the process and how to value influence management including reporting to senior management and the design of metrics for monitoring.

Module 4

The Spanish legislative process. This module offers a complete review of the legislative system. It offers in an exhaustive, pedagogical and practical way the process of approval or modification of the laws and their different ranks. The participant will know the instances involved and the moments to ask questions and opinions.

Module 5

How to launch a business lobby program. Design and planning of the lobby process. Main keys to gain access to public authorities, keys to negotiate proposals before the authorities and how to participate in the different legislative and administrative processes. The role of communication (papers, white guides, dossiers, Q & As, presentations) within the Lobbying process.

Module 6

The digital lobby. How to develop and strengthen the corporate influence strategy of the organization with digital tools.

Module 7

The organization of an influential company. As the company internationalizes, its stakeholders increase exponentially. To this multiplier effect are added the differences that characterize the markets, that affect regulatory, socio-political and cultural aspects. This module shares with the participants the way in which companies organize themselves to achieve their positioning in diverse and, sometimes even adverse, ecosystems.

Module 8

Economic intelligence and competitive intelligence. The information that a company needs to nourish its decision processes has changed substantially. The challenge is how to obtain, decode, verify, analyze, use and preserve key information. In competitive environments in a permanent state of economic war, business intelligence becomes a key element in managing the business.

Module 9

The lobby regulation. Legal considerations in the European sphere that reflect the current state of this activity. Ethical principles that govern the behavior of the lobbyist. Transparency initiatives. Activity logs.

Module 10

Collective defense of interests. The concept of open representation in democratic societies: the role of associations and clause actions (collective demands). Recognition in Spanish legislation and the concept of popular action. The dichotomy between public and private interests in a minority society. The unstoppable progress of the Third Sector.

Module 11

Lobby in the European Union: agents and institutions. Main community institutions and their competencies. The legislative process in Brussels. Permanent Representation, parliamentary groups, the associative world and pressure groups: how to influence and achieve a presence in the EU. How to develop an effective lobby strategy in Europe. Community legal defense and rights protection systems.


  • The lobby of other actors (the Third Sector): NGOs, Civil Associations, Think Tanks
  • The lobby for regional areas: Latin America, USA, Arab World, Asia and Africa

Disclaimer: The organizer reserves the right to make appropriate changes to improve the program.

How to register

Please send the document that can be downloaded here to the following address: