Lisa Sweis

TRACCS, a key player in the communications industry in the MENA region, offers a comprehensive array of public relations services to take communications to the next level.

Can you elaborate on the company’s strategic approach to public relations and communications, particularly in a market as diverse as the Middle East and North Africa?

For over 25 years, TRACCS has been inspiring, driving, and leading the evolution of communications in the Middle East and North Africa into a game-changing industry with the power to influence positive change and deliver present and future impact. TRACCS has built the largest network of offices across the region, each led by local market experts and Arabic-speaking communications professionals with decades of multi-industry experience. TRACCS offers a full scope of integrated communications solutions delivered through the three main service streams of advisory, content, and training (ACT). A multiple award-winning practice, and member of the Public Relations Communications Association (PRCA), TRACCS is the only MENA-based agency to be featured in the PRovoke Media Global Top 250 PR Agency Ranking and is currently placed at number 160.

Given the importance of crisis management in today’s fast-paced world, how does TRACCS equip its clients to effectively navigate and mitigate potential crises?

To begin with, at TRACCS, we ensure our people are continuously equipped and up to date with new strategies and best practices in relation to crisis communication, through specialized training programs. That said, the first key pillar is Research and Analysis. This department is the eyes and ears of every client with a rigorous monitoring system that results in daily reporting on client, competitor, and industry stories in the media, across all platforms. In order to effectively navigate and mitigate any potential crisis, it is imperative that we stay abreast of all client related news and mentions. This allows us to take immediate action and address any potential crisis that may come our way. Moreover, a complete study is conducted to ensure facts are in place, the story is clear, and our clients are ready to address the crisis on hand.

How has TRACCS adapted its services to include digital and influencer marketing strategies?

In today’s fast paced world and with the rise of digital and influencer marketing, TRACCS was quick to establish a full-fledged digital department that develops and oversees the execution of all digital and influencer marketing strategies for our clients. It is an integral part of any communications plan and is put in practice across every TRACCS office across the network and continues to grow in importance.

How is TRACCS incorporating disruptive technologies into its public relations strategies to innovate and stay ahead in the market?

AI is surely an inevitable tool that is bound to be part of any business practice moving forward. AI allows for increased efficiency, greater speed and accuracy and supports overall productivity.
The collaboration between AI and communication professionals creates a path toward a future where technology enhances human creativity, insight, and productivity. We have adopted a number of AI tools to further enhance our productivity, including sentiment analysis tools and automating tasks and research. It is important to find the right balance between AI and human effort.

Looking ahead, what do you see as the upcoming trends and challenges in the field of public relations and communications in the MENA region?

In the years ahead, communications will remain central to driving the region’s progress, with a single important differentiator—it is now steered by a new breed of talent, under the leadership of a generation of experts with vast experience from the private sector. Communications as an industry will be more integrated to ensure cohesive messaging that builds deeper connections with audiences. The public and private sector will centralize business success around the power of communications.