Fleishman-Hillard launches Majlis. [REPORT]

Fleishman-Hillard International Communications launched a specialist offering dedicated to engagement with the vast and globally dispersed Muslim consumer market.

Called Majlis – an Arabic term referring to an assembly for dialogue – the firm’s new communications initiative has released a white paper entitled “The Next Billion, The Market Opportunity of the Muslim World,” in which authors Yusuf Hatia and Dr. Paul Temporal point out that companies are overlooking a vista of opportunity presented by a diverse world population of nearly 1.8 billion Muslim consumers.

Fleishman-Hillard Majlis was created to empower corporations that are increasingly asking for reputation management and counsel on how to best engage this growing market, which is unified by distinctive values and codes of conduct.

Yusuf Hatia, Fleishman-Hillard Majlis lead and managing director of client services, Fleishman-Hillard India, said, “Nearly 20 percent of the world’s population is Muslim and organizations are already looking at how they can engage with this fast-growing market. Fleishman-Hillard Majlis provides companies with a sounding board and solid advice on how to best engage with Muslim communities, which apply a disciplined set of moral principles when making purchases.”

Addressing this huge opportunity will require companies to engage knowledgeably and sensitively in areas such as Islamic finance and Halal certification via the media, social networking and corporate reputation building.

Dr. Paul Temporal, author of “Islamic Branding and Marketing: Creating a Global Islamic Business,” said: “The overall challenge for companies and brands is how to form a relationship with all audiences that self-identify with Muslim values, while not disengaging other audiences.”

He added: “Listening and self-auditing is a starting point, but then it needs to be married to a true understanding and education around the community’s values and the brand’s values.”

Fleishman-Hillard Majlis combines the skills of seasoned communications professionals with experience in Asia Pacific, the Middle East, Europe and North America and offers a rich mix of consulting services ranging from listening audits and workshops to issues management and reputation building.

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