AlMabarrah AlKhalifia Foundation Hosts “Driver’s Seat” Program in Partnership With Traccs

AlMabarrah AlKhalifia Foundation held a workshop entitled, ‘Driver’s Seat’, as a part of the monthly programs held for the students enrolled in the ‘Rayaat Scholarship Program.’

The workshop, organized by TRACCS, is an innovative and interactive program tailor-made for university students providing them with 360^o information of the public relations industry, recent developments and career opportunities while reinforcing the pivotal role and critical importance of the function as a strategic business tool for driving organizational success. The program shows students how effective communication can be used to engage and influence audiences, thus steering companies to success.

"We would like to thank TRACCS for their invaluable support and cooperation. The workshop is in line with Foundation's efforts to support individuals and enhance their role in the community,” said the Board of Trustees' chairperson Her Highness Shaikha Zain bint Khalid Al Khalifa.

"Driver's Seat” is an award-winning innovative educational program that highlights to university students the importance and value of public relations as a strategic business tool. The program shows students how effective communication can be used to engage and influence audiences, thus steering companies to success. The widespread initiative is currently present in several Middle Eastern and North African markets, such as Oman, Kuwait, Bahrain, Jordan, Lebanon and Egypt as well as the Kingdom of Saudi Arabia.

TRACCS is the largest independent public relations network in the Middle East and North Africa with more than 275 professionals working across 14 countries. Founded with the goal of building an indigenous Arab public relations industry, TRACCS is the only public relations practice with a sustained commitment to nurturing the talent of young communicators across the MENA region. Today, the firm employs the largest pool of Arabic-speaking PR professionals within the global industry, with 85% of its employees being native Arabic speakers. 

Launched in 2011, The Rayaat Scholarship Program was created to be a comprehensive and integrated program with an approach that contributes towards the education and personal development of Bahraini youth. The program also provides students with scholarship opportunities and to enroll in any of the accredited universities in the Kingdom. The program also provides students with other benefits such as enrichment workshops, work experience and community service opportunities within a supportive student environment.