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).
| Metric | PR Outputs, Outtakes, Outcomes & Impact (AMEC) |
|---|---|
| Target | Level-based targets (see scoring) |
| Frequency | Monthly with quarterly review |
| Method | Track proactive items, reach, sentiment (defined method), message pull‑through, SOV, trust survey index (defined methodology) |
| Unit | Counts, %, index scores, hours |
Level 1: Initial/Ad-hoc
Communication is ad-hoc and reactive. There is no formal media or public relations plan. Public statements are issued only in response to events, with little to no proactive outreach. 0 proactive items; no media list; no monitoring; response time to inbound >7 days.
Level 2: Developing
Basic media and PR activities are planned. The organization maintains a simple website and/or social media presence, but content is inconsistent. It may occasionally issue press releases for major events. ≥1–2 proactive items/year; simple media list; basic social calendar; response time ≤5 days.
Level 3: Established
A defined media and public relations strategy exists, aligned with the organization's social action goals. The organization proactively engages with local media and stakeholders, and communication is consistent and planned. ≥4 proactive items/year (or quarterly community briefings); local media relationships; sentiment tracked; response time ≤3 days; crisis plan draft; basic consent forms used.
Level 4: Advanced
Media and PR activities are strategically managed and measured. The organization has established relationships with key media outlets and influencers. The impact of communication efforts is tracked using key performance indicators (KPIs), and the strategy is refined based on data. ≥6–8 items/year; SOV ≥10% in locality; ≥70% positive/neutral; message pull‑through ≥40%; quarterly AMEC reviews; response time ≤24h; rehearsed crisis protocol with regulator checklist.
Level 5: Optimizing
The organization is recognized as a leading voice in its field. Media and PR are fully integrated into all strategic planning, shaping public discourse ethically and effectively. It uses a multi-channel approach to build strong community trust and proactively sets the narrative on key issues related to its mission. ≥12 items/year incl. op‑eds/broadcast; SOV ≥20% in niche; ≥75% positive/neutral; trust index ≥80%; crisis response ≤2h incl. holding statement; annual public PR impact report; full compliance artefacts.
Organisation Types
By Organisation Size
| Size | Applicability | Notes |
|---|---|---|
| Micro | exempt | Completely disproportionate for volunteer-run groups; no capacity for formal PR or media tracking. |
| Small | exempt | Formal PR plans and advanced metrics like sentiment tracking are too resource-intensive for this size. |
| Medium | partial | Can meet the 4 outputs/year via community briefings, but advanced SOV and sentiment tracking is disproportionate. |
| Large | partial | Expected to have a documented media plan and regular outputs, but complex measurement appendices may be scaled down. |
| Major | full | Fully applicable; national charities require professional PR strategies, SOV tracking, and sentiment analysis. |
Applicable When
- The organization engages in activities that are of potential interest to the public.
- The organization aims to increase its visibility and reach within the community.
- The organization seeks to build trust and credibility with stakeholders.
Not Applicable When
- The organization is extremely small, with no outreach activities.
- The organization is operating in a highly restricted environment where public communication is not possible or desirable.
Discussion (1)
📋 **Version updated: 1.0.0 → 2.9.7** **Changes:** Updated islamic_references from mizan-297.json
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