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OSI-OSA-10 Outreach & Social Impact Outreach & Social Action CORE Excellence v2.9.7

Proactive media & public relations supporting external engagement

Assesses whether the organization uses proactive, compliant media and PR to support its external engagement and social action efforts. This includes transparent communication, rigorous safeguarding (especially regarding imagery and dignity), regulatory compliance (campaigning, data protection), and the ethical shaping of public narratives. This approach aligns with the Islamic principles of sidq (truthfulness) in public discourse and hifz al-ird (preservation of dignity) when representing beneficiaries. By ethically managing communications, organizations fulfill the mandate of da'wah (calling to good).

Assessment Questions
  1. How does the organization plan and execute its media and public relations activities to support its external engagement and social action (Khidmah) efforts?
  2. What processes are in place to ensure all public communications are transparent, truthful, and aligned with Islamic values of Sidq (truthfulness) and Amānah (trust)?
  3. How does the organization proactively engage with media outlets and the public to raise awareness and shape narratives related to its mission?
  4. How are the results and impact of media and PR activities measured, and how is this data used to improve future strategies?
  5. Describe how the organization's communication strategy contributes to achieving Maṣlaḥah (public interest) and building trust with its stakeholders and the wider community.
  6. How do you ensure PR complies with CC9 and Electoral Commission rules during regulated periods (imprints/spend)? Show one campaigning-related output and its decision record.
  7. How are GDPR/PECR and the ICO Age Appropriate Design Code implemented for media lists and youth content?
  8. What is your process for image/voice consent (children/vulnerable adults) and safeguarding in PR? Do you use a 'Dignity & Satr test'?
  9. Describe your claims substantiation and corrections process. How do you verify facts (Tathabbut)?
Evidence Requirements
  • Media and communications strategy document with 'Measurement & Definitions Appendix'.
  • Examples of proactive outreach: press releases, media advisories, op-eds, or structured community briefings.
  • Media coverage reports (e.g., press clippings, online mentions, broadcast segments).
  • Social media policy, content calendar, and engagement analytics.
  • Crisis communication plan with 'Regulator Notification Checklist'.
  • Stakeholder feedback or surveys related to the organization's public communications.
  • Minutes from meetings where communication strategy is discussed and reviewed.
  • Claims substantiation log/evidence pack with verification sources.
  • Media inquiry and response log.
  • Corrections/complaints register.
  • GDPR LIA for media contacts (distinguishing PECR rules).
  • DPIA for social listening/monitoring tools.
  • Imagery & Case Study Consent Pack (model releases, risk grading, withdrawal SLA, prohibition list).
  • Approval Matrix and workflow records.
  • Trust/stakeholder survey results with methodology.
  • AMEC evaluation dashboard.
  • Non-party Campaigning Register (if applicable).
  • Language/accessibility checklist (plain English, translations where appropriate, alt‑text/captions), and inclusive imagery guidelines.
Scoring Guidelines
LevelRatingDescription
5 5/5 Integrated PR across plans; ≥12 proactive items/yr (or equivalent high-impact community comms); SOV ≥20% in niche; ≥75% positive/neutral sentiment; message pull‑through ≥60%; trust index ≥80% (via annual survey); documented learning loops; full compliance artefacts (consent pack, crisis logs).
4 4/5 Plan + ≥6 items/yr; SOV ≥10%; ≥70% positive/neutral; pull‑through ≥40%; quarterly AMEC reviews; rehearsed crisis protocol.
3 3/5 Basic list; ≥3 items/yr (or quarterly community briefings); ad‑hoc tracking; basic consent forms used.
2 2/5 Reactive; no KPIs; inconsistent approvals.
1 1/5 No PR.

Related Criteria

OSI-OSA-01 Published dawah strategy OSI-OSA-02 Number of public events OSI-OSA-03 Convert-care pathway active OSI-OSA-04 Digital outreach quality (SEO, reply time) OSI-OSA-05 Event feedback average score
Version
2.9.7 2025-11-05

Discussion (1)

Administrator 2026-03-07 11:08:09.046882

📋 **Version updated: 1.0.0 → 2.9.7** **Changes:** Updated islamic_references from mizan-297.json

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