EDUCATIONAL FOUNDATIONS OF PUBLIC RELATIONS: TOWARDS AN ISLAMIC-BASED STRATEGIC FRAMEWORK

Public relations (PR) is a fundamental concept in the communication field. The Western theories and practices of PR have dominated the field. However, it is argued that these theories may not be appropriate for the study of PR in Eastern countries or to be synchronized with the Islamic concept. Thus, there is a need to explore the concept and dimensions of PR from an Islamic perspective. Therefore, this research aims to explore the basic concepts and dimensions of PR from an Islamic perspective and propose a framework for its implementation in Islamic organizations. This study employs a qualitative approach through semi-structured interviews with nine informants from three categories which are; public relations managers, Sharia experts, and academic experts in the field of public relations. In addition, Tafsir al-Munir and Tafsir Ibnu Katsir were referred to as sources for analysis. The interview and document data were analyzed using thematic analysis. The analysis revealed five essential foundations of Islamic public relations in the Qur'an and hadith. These foundations include sincerity, which underpins all Islamic deeds. Treating others kindly is another pillar rooted in the principles of brotherhood and unity in Islam. Good words align with the concept of da'wah (invitation) in Islam. Collaboration is emphasized in both the Qur'an and hadith as another essential foundation. Lastly, the four characteristics of Rasul (prophet), comprising truthfulness (siddiq), trustworthiness (amanah), preaching (tabligh), and wisdom (fathonat), form another foundational aspect of Islamic public relations. A framework for Islamic PR implementation was proposed based on the five foundations. The framework comprises four elements; Sharia foundations, frame, practices, and ultimate goal. The Sharia foundations refer to the principles of Islam that guide PR practices. The study also revealed that the application of PR is viable to replace conventional PR practice, especially for Muslim practitioners in Islamic countries.