Over 50 students from Bahrain Polytechnic recently attended a workshop on the importance and successful implementation of public relations as a strategic business tool for driving organizational success.

The workshop, named Driver’s Seat, was organised by Traccs UAE, one of the largest independent public relations networks in the Mena region. It provided the students with an overview of the public relations industry, its recent developments and career opportunities.

Dr Mohamed Al Aseeri, acting CEO of Bahrain Polytechnic commented: “The human race has evolved over the years through the ages of industrialization, globalization and now digitization. But I believe that we are living in a world where communication is imperative and public relations is one of the most critical communications tools that has evolved into a position of significance. The Driver’s Seat program has been a real eye-opener for our students bringing to life the impact of public relations as a key functional tool for any organization to achieve success.”

“Public relations allows one to look at the road ahead and even beyond sometimes, identify obstacles, seek out opportunities, map out the right course and lead with direction and purpose. Success is the final destination and while many will get there, organizations with public relations in the driver’s seat will definitely get there and quicker,” said Mohamed Al Ayed, chief executive of Traccs, while addressing the students during the workshop.

During the workshop, Al Ayed delved deep into the field of public relations focusing on providing students with a clear understanding of the industry and its role, defining what it can do, designing a PR system or framework to achieve the best results, and ensuring public relations efforts evolve with changing times through innovation and creativity.

The workshop also involved a series of individual and group exercises including one where students were required to set-up the corporate team of a start-up organization and define the different functions and roles. Rounding off the workshop was another key exercise in which students were divided into smaller groups with each group required to brainstorm and generate ideas to promote their university should they be appointed as the communications manager. –TradeArabia News Service