Trans-Arabian Creative Communications (TRACCS), one of the leading public relations firms in the Middle East and North Africa, has opened a fully-fledged office in Muscat, to serve its growing range of clients. Led by seasoned Omani practitioner Hassan Al Saleh and supported by the network’s strong lead offices in Saudi Arabia and U.A.E., TRACCS aims to make a major contribution to building an indigenous public relations industry and profession in the Sultanate.
 
“Trans-Arabian Creative is unique in the Middle East and North Africa, in that our overall objective is not only to do business across the region but to build a genuinely local practice operating at the highest global standards,” said Managing Partner Hassan Al-Saleh, who recently returned from two years working in the TRACCS Jeddah office. "We are building a robust operation of carefully selected Omani professionals and we are bringing the collective expertise of the largest public relations network in the Middle East and North Africa, which operates in 14 countries in the Levant, GCC and Africa, as well as of our global affiliate, Fleishman-Hillard International Communications, the world’s leading global public relations company.
 
“We believe there is a great opportunity in Oman, where private and public sector organizations, are coming to the realization that public relations is an essential discipline to create and deliver key communication messages and implement integrated marketing strategies.” Al Saleh said, adding that public relations is much more than merely media relations. 
 
“The practice of public relations has developed to include a sophisticated set of tools to enhance and manage an organization’s reputation, defend it against external an internal crises, reach out to its various publics and build its own internal communications capabilities. Until the foundation of TRACCS, the practice of public relations was entirely dependent on foreign practitioners who are here today and gone tomorrow. We don’t believe that this is a sustainable way of building the business and we have worked tirelessly to create a truly indigenous and region-leading practice. With the opening of TRACCS in Oman we intend to fulfill this commitment to building a local public relations industry and profession and serve our clients with the high standards of excellence we have become well-known for
 
Mohamed Al Ayed, Founder, President and CEO of TRACCS added, “Our goal is continually focused on building stand-alone practices in the MENA region. We are committed to building local talent and we will be bringing our considerable strength as a network and the strength of our global partners to ensure this happens in Oman.”