TRACCS, one of the region’s leading and largest public relations networks, has diversified its offering with the introduction of a dedicated communications training division, ENRICH powered by TRACCS. The new regional division provides a wide range of interactive training intensives in Arabic, English and French conducted by seasoned, accredited training specialists, all of whom are professional public relations practitioners. The new division was set up in response to a rise in client demand for training across the region.
“With the launch of ENRICH we are taking the training services we have developed over a decade to another level,” said TRACCS CEO Mohamed Al Ayed. “When we launched TRACCS 15 years ago the public relations profession in the region was in its infancy. PR was seen as a promotional tool and an adjunct to advertising. As a result, we found it necessary to educate our clients on what PR is and what it can do for a business or government agency. Over the years we have evolved a wide range of training courses that have become increasingly sophisticated and effective. Today, our markets have matured to the point where public and private sector organizations are demanding extensive training for their people on a wide range of disciplines. We have trained hundreds of CEOs, company directors and spokespeople from across the region in Arabic, English and French. ENRICH is an expansion of our training capacities.”
In setting up ENRICH, TRACCS has formed an alliance with the UK-based Public Relations Consultants Association (PRCA), a leading training provider in the field. All ENRICH trainers have PRCA accreditation. Earlier in the year TRACCS and PRCA signed a Memorandum of Understanding to cooperate on a series of projects to promote excellence and understanding of public relations in the MENA region.
“The alliance with PRCA will keep ENRICH at the leading edge of communications training in the region,” said Al Ayed. “In addition, we are designing orientation courses for multi-national companies entering new Middle East and North African markets for the first time.”
PRCA Director General Francis Ingham said, “Professional development is the key to the growth of our industry. So the PRCA is delighted to be linking up with TRACCS to offer cutting-edge training throughout the Middle East and North Africa. Our alliance will give thousands of PR practitioners the opportunity to maximise their skills in a modern manner. It is a great development for all of us.”
Course titles offered include, An Introduction to Public Relations, Meeting the Press (giving interviews), Communicating in the Middle East and North Africa, Facing the Public (speech writing and delivery), Preparing for the Worst (crisis communications), Communicating and Implementing CSR and Building Communications Strategies. Other courses on offer include Public Relations Best Practice, How to Get the Best out of Your PR Agency, and High Impact Business Presentations. Bespoke training courses are also available on a range of disciplines, including Inter-Office Communications, Communicating with Callers, Internal Communications and setting up in-house PR and Corporate Communications departments.