DUBAI—TRACCS, one of the largest public relations networks in the Middle East with 200 professionals in 14 markets, has diversified its offering with the launch of a dedicated communications training division, Enrich powered by TRACCS.

The new division provides a wide range of interactive training offers in Arabic, English and French, conducted by public relations practitioners.

According to 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.”

Enrich is formed in alliance with the UK-based Public Relations Consultants Association, a leading training provider. All Enrich trainers have PRCA accreditation and the two groups will cooperate on a series of projects to promote understanding of public relations in the MENA (Middle East and North Africa) region.