public relations role in promoting islamic product globally: malaysian experiences public relations...
TRANSCRIPT
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Public Relations Role in Promoting Islamic Product Globally:Malaysian Experiences
Associate Professor Dr Jamilah AhmadDean, School of Communication
Universiti Sains Malaysia
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Introduction• Islamic compliance for commerce and trade
MUST include the following three principles (i) Risk Taking (ghorm)(ii) Work and Effort (kasb) (iii) Responsibility (Damam)
• Islamic law prohibits investing in businesses that are considered unlawful (haram).– alcohol or pork; – pornography– gambling * Any Islamic products offered must be based fulfill the
above principles
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Introduction• It is estimated that the market for Shariah compliant
products is currently worth over USD$2 trillion worldwide (Andrew White; 2012)
• ‘Muslim’s consumers present a strong voice that the globalised world of business is paying more attention to, but has yet to fully understand’ how to deal with the market
• To understand the global market challenges, it is important for public relations practitioners to apply strategic promotional tools to cater this market
• Since then Malaysia has tapped on its Islamic financial system and the halal industry. In 2012, Malaysia export value for halal products has grown to RM35.4billion (Star, October 2012).
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Islamic Product in Malaysia
• Islamic Banking• Halal Hub
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Islamic Product Development
• Islamic Banking – Global– Malaysia
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Incentives for Islamic Product on Budget 2013
1. Double tax deductions - additional expenses incurred in the issuance of retail bonds and Sukuk for 2012-2015.
2. Expenses related to the issuances of “agroSukuk” for 2012-2015 - exemption from paying stamp duties on retail which include Individual investors (Bursa Malaysia)
3.Halal industry fund (Islamic Development Bank will make available a RM200 million Halal Industry Fund to finance the working capital of participating SMEs)
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Challenges to Promote Islamic Product
• Develop product in compliance with Sharia (law versus human right –freedom to choose)
• Explaining product to generate better ‘human soul and spirit’ (Business profit oriented)
• Implementing stringent policy by governing body (JAKIM)
• Inconsistency of global Halal standards worldwide (logo/trademark/policy)
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Strategy for Islamic Product• Government support through MITI & MIDA• To facilitate GLC (government link companies) as
platform to promote Islamic product• Disseminate awareness of halal products & services• Organised effort such as Malaysia International
Halal Showcase (MIHAS) & Halal park to provide infrastructure & service support to facilitate growth of halal industry
• Standardisation of halal certification (JAKIM)• Positioning as the knowledge center for Halal trade
and investment
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Product Extensio
n & Diversification
GLCPolicy
Support
Strategy for Islamic Product
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Roles of Public Relation Practitioners
Expert Prescriber
Communication Technician
Communication Facilitator
Problem-solving Process Facilitator
Acceptant Legitimiser
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• Understanding Islamic product & the services that can be being offered or can be offered (package them)
• Communicating effectively using both conventional (advertising, media etc) & social media
• Establish collaboration and linkage to expand further through (OIC or Malaysia in Southeast Asia)
• Branding of Islamic product & services (not restricted to Muslim but also non-Muslim)
• Building relationship with publics• Initiate CSR initiatives to increase demand & create
awareness towards Islamic product and services• Correcting any misconception or perception of Islam
Roles of Public Relation Practitioners
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Public Relation Process
Identify Product
Planning
Implementation
Evaluation
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Thank You Jamilah Ahmad