The Islamic roots of modern public relations and corporate social responsibility
by Mohamed Kirat
International Journal of Islamic Marketing and Branding (IJIMB), Vol. 1, No. 1, 2015

Abstract: Public relations in Islam is conceived of as a vehicle of creating a healthy environment and atmosphere for both the individual and the organisation to set up and establish the Islamic Umma which should be characterised by harmony, mutual understanding, mutual respect and mutual interest governed by the Islamic principles and values. The final objective is to reinforce social solidarity and a strong community in terms of faith and welfare. The principle of freedom of expression in Islam, shouraa - democracy, transparency, accountability, social responsibility, reinforcing social solidarity 'takaful', fostering a sense of affiliation and loyalty to the community, sincerity and truthfulness, are key principles of human, social and institutional communication and relations in Islam and fundamentals of modern public relations. All actions undertaken by organisations toward their general publics in the community are motivated by an ultimate conviction in the betterment and empowerment of the community to help establish the perfect Umma of believers. Ethics, transparency, mutual understanding, authenticity and accountability are the pillars of Islamic conduct and communication as they are today the basics of successful corporate social responsibility, corporate communication and stakeholder governance.

Online publication date: Mon, 16-Mar-2015

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