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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).

Basic 5
  • Regular communication with media or community stakeholders (e.g., ≥4 proactive outputs/year)
    Process Important
  • Evidence of media mentions or community feedback
    Performance Important
  • Media contact strategy complying with UK GDPR & PECR (distinguishing 1:1 press outreach from mass marketing)
    Compliance Essential
  • Imagery & Case Study Consent Pack (model releases, risk grading, withdrawal SLA, prohibition list)
    Safeguarding Essential
  • Non-party Campaigning Register (during regulated periods)
    Compliance Important
Good 11
  • A documented media/PR plan exists, including a 'Measurement & Definitions Appendix'
    Documentation Essential
  • Named spokespersons and deputies with role descriptions and media training
    Governance Essential
  • Approval Matrix mapping content types to approvers with legal/safeguarding triggers
    Governance Essential
  • Claims substantiation log with 'Tathabbut' (verification) step
    Documentation Important
  • Published corrections and complaints policy
    Process Important
  • Crisis communication plan with Regulator Notification Checklist and single source of truth protocol
    Risk Management Essential
  • Strategic media targeting to reach key audiences
    Stakeholder Engagement High
  • Professional media training for designated spokespersons
    Excellence High
  • Collaboration with other groups for joint messaging
    Collaboration High
  • Message house + Q&A pack
    Communication High
  • Media engagement protocol (right-of-reply, off-the-record rules)
    Communication High
Better 5
  • Tracking of media coverage and sentiment using consistent methodology
    Continuous Improvement High
  • Owned newsroom/press page with WCAG-aligned accessibility and schema markup
    Communication High
  • Translation and cultural review workflow
    Communication High
  • Rumour-control/misinformation page applying 'Dar’ al‑mafsadah'
    Communication High
  • Media rota with 24/7 escalation
    Communication High
Best 1
  • After‑action reviews using AMEC Integrated Evaluation Framework
    Continuous Improvement High

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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