Globalization has changed the way we communicate in the 21st century, with the creation of new values that help recognize institutions and organizations within the competitive market in which we currently operate being more important. One of those values is the implementation of the protocol as a communication tool at the political and institutional level, where due to its transversality, it provides symbolism to the non-verbal in the different acts and actions in which the various political representatives interact and want to send a message. determined to media and social actors. This paper aims to delve into the relationship between protocol, semiotics and communication strategy along with the analysis of several case studies that have emerged in recent years.