BUILDING TRUST IN ISLAMIC ORGANIZATION: PUBLIC RELATIONS STRATEGIES FOR ENGAGING MUSLIM COMMUNITIES

Trust is an important foundation for Islamic organizations because their legitimacy is shaped not only by the services they provide but also by the consistency between their public communication and Islamic ethical principles. In Muslim communities, public relations can help organizations build meaningful relationships through transparency, consultation (Shura), honesty (Sidq), justice (‘Adl), and social responsibility. This article examines public relations strategies that may support trust and community engagement in Islamic organizations. Using a qualitative, literature-based approach, the discussion draws on relationship-centered public relations concepts and Islamic principles concerning truthful communication, mutual consultation, and community welfare. The analysis identifies several connected strategies: transparent communication, two-way dialogue, community participation, culturally responsive messaging, responsible use of digital media, and consistent accountability. The article argues that trust is developed through repeated organizational actions rather than promotional messages alone. Islamic organizations therefore need to align what they communicate with how they make decisions, manage resources, respond to criticism, and serve the community. The article offers a practical framework for strengthening public relationships while remaining grounded in Islamic values. It also notes that strategies should be adapted to local contexts and assessed through ongoing feedback rather than assumed to work equally in every community.