Corporate event etiquette and protocol: a basic guide to getting the details right

Protocol is not about being rigid. It is about every guest knowing where to go, who speaks and when, and feeling well looked after. When it works, nobody notices; when it fails, it is the first thing people talk about: an executive with no seat, a dignitary speaking in the wrong order or a speech that never ends.

This guide covers the basics for a company event: the welcome, precedence, how to seat guests, the order of speakers, how long speeches should be, the dress code and official photos.

The essentials in 30 seconds

• One person in charge of protocol with the final say on the day.
• A guest list with job titles, finalised a few days ahead.
• The host presides; if dignitaries attend, they are ordered by rank.
• Speakers go from least to most senior; whoever presides closes.
• Short speeches: three to five minutes each.
• A clear dress code in the invitation.

The welcome

• Someone greeting guests at the entrance with the guest list who knows who is who.
• Readable name badges: a large name and the company.
• Special attention for dignitaries, speakers and key clients: a team member accompanies them from arrival.
• A cloakroom and a first drink, so nobody is left wondering what to do.
• Clear signage to rooms, toilets and areas.

Precedence: who goes first

• The host presides over their own event, even if more senior guests attend, unless they cede the chair.
• Public officials have an official order according to their office. If they attend, confirm it with their office.
• Within the company, the order follows the hierarchy: chair, board, chief executive.
• If in doubt, ask: institutions' protocol offices handle these questions.

How to seat guests

• Top table: whoever presides in the centre; on their right, the most senior guest; on their left, the next, and so on, alternating.
• Round tables: a host at each table, facing the room; a mix of companies and profiles to encourage conversation.
• A visible seating plan at the entrance and place cards at each seat.
• Watch out for couples, colleagues who do not get on and languages: seating is also about organising conversation.
• For a cocktail format, no seating, but hosts who introduce guests to each other.

The order of speakers

• From least to most senior: the master of ceremonies or an executive opens and whoever presides closes.
• If dignitaries attend, the most senior usually closes.
• A master of ceremonies sets the pace, introduces each speaker and avoids silences.
• A written running order with the order and minutes for each speech, shared with speakers and the technician.

How long a speech should be

• Three to five minutes per speech at an event with several speakers.
• Ten minutes maximum for the main speech.
• Before dinner, not during or after: attention drops sharply.
• A rehearsal with the microphone, lectern and screens.

The dress code

• State it in the invitation: formal, business, smart casual or casual.
• Match it to the venue and time: a sunset cocktail on a terrace does not call for the same as an evening gala.
• Mention any terrace or change of setting, so people bring a layer.

Official photos

• A professional photographer with a list of essential shots: dignitaries, executives, award winners, group photo.
• A photocall with the event branding at arrival.
• The group photo at the right time: before dinner, with everyone present.
• Photos sent to attendees the next day.
• Image consent if they will be published.

Balancing formality and warmth

• Protocol first, warmth afterwards: an orderly welcome, short speeches and then conversation and celebration.
• A top table does not stop the host from visiting every table later.
• A change of setting, from the room to the terrace or the club, marks the shift from formal to festive.

Common mistakes

• A guest list finalised late and wrong job titles on badges.
• Too many speakers or speeches with no set time.
• A dignitary with nobody to meet them on arrival.
• The seating plan changed at the last minute without telling the floor staff.
• No rehearsal with the technician.

Institutional and company events at Palau Alameda

At Palau Alameda, on Paseo de la Alameda, La Gran Sala has a stage, lectern, sound and screens for galas, award ceremonies and institutional events, for up to 800 people, and Àtic hosts cocktails and dinners with views. The team handles set-up, accreditation, access control, floor staff and technical kit, with a single contact.

Events held here include the entrepreneurship awards gala, the Valencia Association of Economists' 50th anniversary and AJEV's Business Consolidation Night. You will find all the details on our private events page.

If you are preparing an event with many attendees, here is how to organise a conference or convention, and to measure the result, how to measure event success.

Frequently asked questions

What is protocol at a company event?

The set of rules that organises the welcome, precedence, seating, speeches and image of the event, so that everything runs in order and every guest feels well looked after.

Who presides over a company event?

The host, usually the company's most senior person, unless they cede the chair to a guest dignitary.

In what order are speeches given?

From least to most senior: the master of ceremonies or an executive opens and whoever presides, or the most senior dignitary, closes.

How are guests seated at the top table?

Whoever presides in the centre; on their right, the most senior guest; on their left, the next, continuing to alternate right and left.

How long should a speech at an event be?

Three to five minutes per speech when there are several speakers, and no more than ten minutes for the main one.

Should the dress code be stated in the invitation?

Yes. It avoids doubts and awkwardness: formal, business, smart casual or casual, with a note if part of the event is on a terrace.