Promoting a positive public image for muslims through PR
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A resource for the Muslim Community to address both crisis and everyday PR. Other resources: http://www.cair.com/ https://www.youtube.com/watch?v=GwEo6g7L9WU&feature=youtu.be
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Promoting a positive public image for muslims through PR
- 1. Promoting a Positive Public Image for Muslims through PR 1 A Resource for the American-Muslim Community Javed_mohammed@hotmail.om
- 2. 1. PR in a National or International Crisis 2. PR in a Local Crisis 3. On-going Non-Crisis PR Agenda
- 3. Public Relations “It’s about connecting with your audience to help shape perceptions and in turn reality.” my simple definition Javed Mohammed 3
- 4. 1. PR in a National or International Crisis
- 5. Let’s face it, most news is negative and when Muslims are in the news,… 5
- 6. 6
- 7. If you don’t know the answer, say so COMMUNICATING IN A Stick to the basics: Don’t get Defensive Stick to the Facts Smile You’re not under siege 7
- 8. Muslims SWOT Analysis 8 Strengths Diversity, Faith, Natural resources, young population Cultural values and natural beauty Weaknesses Ignorance of faith, and Prophetic spirit, emotional, Impatience, lack of unity,… Opportunities Living in the West in free societies we can engage and influence discourse Threats With all weaknesses, no political voice, online propaganda some youth vulnerable
- 9. In a National Crisis it is best to defer to • CAIR: Council on American Islamic Relations • MPAC: Muslim Public Affairs Council • ING: Islamic Networks Group (for Education) • Others 9
- 10. 1. PR in a National or International Crisis 2. PR in a Local Crisis Agenda
- 11. In life we’re going to face obstacles 11
- 12. Bad News Curve Shock…Denial Anger Depression Acceptance Understanding Commitment Moving On “Oh God Let it not be Muslims” “It’s a Conspiracy Against Muslims” “We have our small share of crazies” “Let’s find a better way ” 12
- 14. CHEERS: SIX ELEMENTS FOR IDENTIFICATION 14 A problem related to Violence or Extremism does or could affect the vulnerable members of the Community. The problem related to Violence or Extremism is Harmful to vulnerable members of the community. People Expect the community to solve the problem There has been more than one Event of a similar type. The problem keeps Recurring over short or long periods of time. There is a Similarity between the events or other problems. CHEERS method help define if a series of events or factors could become a community problem or is already a community problem
- 15. Circle of Influence Mainstream Media New Coverage Political Reaction Community Backlash How we React 15
- 16. –It is a difficult task because:- • It is frequent and stressful • They want to know the “truth” • We are required to tell them what they desire • The truth is unpleasant and will upset them • We are anxious and fear negative evaluation • We feel a burden of responsibility for the news even though we had no direct or indirect connection to it Reacting to Bad News 16
- 17. Questions to Ask Internally What are the worst things that can happen to my organization? What can we prevent? What are we willing to do to prevent the event/incident? Can we afford the risk? How will we deal with it? What is the reporting and communication process during the crisis? 17
- 18. 1. Why do you think this happened? 2. How long have you known about it? 3. What have you done so far? 4. What happened? 5. What caused it? 6. Who is responsible for that? 7. Couldn't you have prevented this? 8. Is it Safe? 9. Can it happen again? 10. What are you doing about it? Questions the Media may ask 18
- 19. Develop Talking Points Share them with your team and use them for all messaging 19
- 20. 3 Ways of dealing with media 1 2 3 Here is what happened Here is what we know so far Don’t have the facts here yet, let me get back to you 20
- 21. Example Talking Points This is Politics, not Religion This does not represent the average Muslim xxyy is a far greater threat to Muslims than to Americans This is a political movement that uses a twisted version of Islam Islam and Prophet Muhammad lived and taught tolerance, forgiveness and kindness 21
- 23. say… “No Comment” Public hears that as… “Guilty!” 23
- 24. for communicating in a crisis Tell it All and Tell it Fast! 24
- 25. “Tell it all, tell it fast and tell the truth” 25
- 26. “Conspiracies” Build connections… Link to mainstream issues 26
- 27. Make your point and Stop 27
- 28. Be Prepared Be Available Be Credible 28
- 29. Select Spokespersons who are articulate, charismatic and look sharp 29
- 30. Selection of spokesperson • Comfortable in front of a TV camera • Skilled in handling media • Able to speak without using jargon • Respectful of the role of the reporter, • knowledgeable about the organization and the crisis at hand • Able to establish credibility with the media, • Suitable in regard to diction, appearance and charisma, • Sincere, straightforward and believable, • Able to remain calm in stressful situations. 30
- 31. Muslim PR Resources • Example Individual Role Models • Wajahat Ali • Dalia Mogahed • Reza Aslan • Zaid Shakir • Hamza Yusuf • Linda Sarsour • Suzanne Barakat 31
- 32. Be Patient, it works! 32
- 33. 1. PR in a National or International Crisis 2. PR in a Local Crisis 3. On-going Non-Crisis PR Agenda
- 34. On-Going Non-Crisis PR • Although in the present time rarely does a day or week go by without some “bad” news coming about Muslims, we have to focus our efforts on the things we do have control off. 34
- 35. Circles of Control & Influence Neighborhood & Peers Community Nation Family Self Muslim World
- 36. Manage Perceptions Through Education Building Awareness Opinion Personal Relationships How we can manage Perceptions Being good Ambassadors with Neighbors Co-workers, Friends & everyone You come into Contact with Write Blogs Share on Social Media, YouTube videos, Opinion Pieces Press Conferences Meeting Community City Officials Law Enforcement Charitable work Community Hours Giving talks in Schools Colleges Open Houses in homes, Mosques 36
- 37. The dearest to Allah is the one who is most beneficial to people. 37
- 38. Stop doing this • Stop apologizing for things we didn’t do 38
- 39. Stop doing this • Stop saying that “Islam means peace”. That in the current climate is not a credible statement 39
- 40. Stop doing this • Stop saying how many great things Islam did 1,000 years ago. That is not relevant. People want to know what Muslims are doing today 40
- 41. Stop doing this • Stop talking about how bad American foreign policy is since people will tune you out and not listen. We are American-Muslims and we need to build from our commonality. 41
- 42. Start doing this • Fight fear with facts. Some politicians and media are spreading fear about Muslims. We need to reframe the conversation 42
- 43. Start doing this • Educate our fellow Americans about how many statements we’ve made against terrorism. eg Check out the blog www.notinislam.com 43
- 44. Start doing this • Create alliances with interfaith groups so we speak with a much larger and more credible voice 44
- 45. Start doing this • Invite our fellow Americans to meet Muslims. The majority of Americans have not knowingly met a Muslim. It’s hard to demonize someone when you know them. 45
- 46. Start doing this • Run towards the problems and not away from them. 46
- 48. Significance of Volunteerism in Islam • The meaning of volunteerism in Islam is the offer of time, energy, efforts, skills, talent and knowledge of your own will for the sake of gaining God’s pleasure • Volunteerism is thus the most fundamental act of citizenship in our society as well as special expression of one’s faith ,i.e., Islam. 48
- 49. • Volunteering is the lifeblood of any community. • Because of volunteers communities are able to run organizations, social services, conferences, playgroups, drop-in centers, feed the hungry, shelters the homeless, open libraries, run schools, set up blood banks, and the list goes on. • Paid employees only make up a small part of the social services network; without volunteers such endeavors would come to a standstill
- 50. Be a Goodwill Muslim Ambassador (GMA) in your daily actions 50
- 51. A Goodwill Muslim Ambassador parks legally 51
- 52. A Goodwill Muslim Ambassador leaves the masjid quickly and quietly so as not to disturb his/her neighbors 52
- 53. A Goodwill Muslim Ambassador is respectful of his/her masjids neighbors 53
- 54. A Goodwill Muslim Ambassador offers a helping hand to those in need 54
- 55. A Goodwill Muslim Ambassador gives hugs 55
- 56. A Goodwill Muslim Ambassador is good with his/her neighbors 56
- 57. A Goodwill Muslim Ambassador will let others go ahead in line 57
- 58. A Goodwill Muslim Ambassador is generous 58
- 59. A Goodwill Muslim Ambassador shows empathy for all 59
- 60. 3 Things I will Commit to doing to be a better Goodwill Muslim Ambassador 1. _________________________________ 2. _________________________________ 3. _________________________________ 60
- 61. Go ahead and be a Goodwill Muslim Ambassador 61
- 62. Thank you for attention! 62All images are from public domain and copyright of respective of owners