Synopsis: Bridging the Global Gaps provides an eagle view of where public relations is heading globally, strategizing, planning, implementing, and evaluating a multitude of projects, programs, and initiatives.
Not a function or a service anymore, public relations is a strategic tool that is used by corporate customers, governments, NGOs, and any person or organization.
However, and in order for the practice of public relations to spread its wings, continuous investments need to be made in two critical fronts: technology and human capital.
Practitioners have come a long way from being called reputation managers or as some others may call them “Spin Doctors” advising their clients on various aspects of their business and reputation while taking into consideration that it is not enough looking at the short impact of the message but the long benefit of the response.
Mohamed A. Al Ayed is a Saudi national from Hail who has established himself as one of the leading practitioners of public relations in the Middle East. In 1998 he founded Saudi Creative Communications Services (SACCS). The company opened for business with 3 clients, including Coca-Cola, BUPA Middle East and Tamlik Limited by the time it began its operations on January 1st 1998. By the end of the year SACCS had become one of the leading public relations companies in Saudi Arabia. In 2001, Al Ayed became the President & CEO of Trans-Arabian Creative Communications Services (TRACCS), expanding the Saudi based company into a new PR network for the Middle East. Currently the TRACCS network has 14 offices across the Middle East.
In 2005 Al Ayed organized and chaired Saudi Arabia’s first and only PR conference for 4 consecutive years drawing approximately 400 of the Kingdom’s leading PR practitioners. Al Ayed is also an active spokesperson on public relations issues. He spoke at the ICCO conference that was held in Prague as the only representative from the Middle East, and spoke at all the IPRA Conferences that were held in Dubai and Cairo in 2003, 2004, and 2005, respectively. He also delivered a keynote speech during the 2006 PR Congress that took place in Dubai. Al Ayed heads the organizing committee of Saudi Arabia’s annual PR Forum which has been taking place for the past four years.
Al Ayed served for two terms as the Vice President of the Western Province for the IPRA’s Arabian Gulf Chapter. He is also a member of the International Public Relations Association (IPRA), the International Association of Business Leaders (IABL).
Mohamed Al Ayed took a high honors degree in Modern Languages with minors in French and Spanish, from Eastern Oregon State University in the USA in 1991. He was honored as the University’s most outstanding foreign language student, and was on the “Who’s Who” List Among International Students in the US among many other awards received. He also earned a diploma in language from the University of Poitiers in France. Al Ayed is fluent in Arabic, English, French, and Spanish and proficient in German.
Mohamed Al Ayed lives in Jeddah, Saudi Arabia with his wife and four children.
