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. — SG
