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.

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, said a statement from TRACCS.

The new division was set up in response to a rise in client demand for training across the region, it added.

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.

The duo had early this year signed a MoU for co-operation on a series of projects to promote excellence and understanding of public relations in the Mena region.

“With the launch of Enrich, we are taking the training services we have developed over a decade to another level,” said CEO Mohamed Al Ayed.

"When we launched TRACCS 15 years ago the PR 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," explained Al Ayed.

"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," said Al Ayed.

"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," he added.
 
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 Mena."

"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," he noted.

Al Ayed said the alliance will keep Enrich at the leading edge of communications training in the region. “In addition, we are designing orientation courses for multi-national companies entering new Middle East and North African markets for the first time,” he added.-TradeArabia News Service