The public relations (PR) section at King Abdulaziz University (KAU) hosted a workshop titled “Driver’s Seat” for more than 90 students.

TRACCS conducted the workshop on invitation in which the students learned more about the PR industry, and its new developments and job opportunities.

Osama Jastaniah, KAU’s acting dean of communications and Anmar Mutawae, supervisor of the scientific sections at the faculty, opened the workshop.

It aimed at building the students’ awareness of PR as a strategic and pivotal role for companies and organizations, whether private, public or non-profit.

Mohamed Al-Ayed, TRACCS Network CEO, presented the workshop, which comprised four key elements — understanding in depth the role of PR, enhancing communications and engagement skills, discovering and unleashing the creative potential, and identifying key success stories.

Al-Ayed described the initiative as the beginning of a strategic collaboration between KAU and TRACCS, and a key step for the agency to build stronger bridges with educational institutions and students who form the most effective means to reach out to the community. “This is especially relevant for PR companies,” he said.

“Using a non-traditional approach, the students were engaged with the presenter and took part in a series of exercises in PR in addition to a practical session that included planning and implementing a PR campaign for the university. At the end of the workshop, the students were presented with certificates of participation,” he said.

In the upcoming series of events, Al-Ayed said the students will benefit from a set of training programs that reflect the true and modern form of PR in Saudi Arabia.

At the same time, he stressed the importance of the educational institutions to provide the necessary talent to build a robust PR industry and create the right environment for companies to build this talent through training, upskilling and practical experience.