An Arab-American writer and filmmaker born and raised in Santa Barbara, California and educated at UCLA and the California Institute of the Arts, Haroon Sugich has worked in a wide range of media for over 35 years and is today considered one of the leading public relations strategists in the Middle East and an expert in cross-cultural communications.
In a varied career that has taken him from Hollywood to London to Cairo to Makkah to Dubai, and many ports of call in between, he has authored and edited books, written and directed films, published newspaper columns, conducted television and radio interviews, created crisis management protocols and issues management programs, led training seminars, lectured on communications and, with Mohamed and Sarah Al Ayed, co-founded and built TRACCS from a tiny practice into a dynamic regional force. Haroon leads the company's public affairs practice and guides crisis and issues management campaigns across the region.
Haroon lived in Makkah, Saudi Arabia for 23 years, traveled throughout the world as a writer and journalist, and has homes in Santa Barbara, Cairo and Dubai, from where as chief operating officer he leads TRACCS MENA operations and supervises the expansion of the TRACCS network.He is dedicated to bringing cultures together through communications and works as a strategic communications advisor for influential religious scholars and social institutions dedicated to peace, cross-cultural dialogue and knowledge.
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