Islamic banking and Muslim products have high demands not only among Muslims
but also the non-Muslims worldwide including Malaysia. In general, Muslim
consumers present a strong voice that the globalised world of business is paying
more attention to, but has yet to be fully understood on how to deal with the
market. To understand the global market challenges, it is important for public
relations practitioners to apply strategic promotional tools to specifically cater this
market. There are tremendous opportunity for growth in global halal market which
is valued at approximately US$2.7 trillion annually (Ministry of International Trade
& Industry of Malaysia, 2012). Looking at the growth and development of Islamic
Products in Malaysia, this article examines the role of public relations in promoting
Islamic products globally. The findings indicate that, it is important to used
advertising; initiating Corporate Social Responsibility activities as well as correcting
misconception of Islam are among the roles that need to be executed by public
relations practitioners in promoting Islamic products globally.
Source: Journal of Islamic Studies and Culture
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