Case Study: World Halal Forum
Introduction
The preceding five years has seen the World Halal Forum establish itself as the preeminent Global Halal industry event. Originating in Malaysia, the Forum held its first UK conference in November of 2010. Unitas Communications was tasked with managing the Forum’s media profile for its UK event.
Program Objectives
Campaign objectives for the World Halal Forum project were as follows:
- Raise the profile of World Halal Forum and the growth of the Halal industry in the UK, specifically across ethnic and Islamic media.
- Confirm media attendance at World Halal Forum 2010 across the media landscape.
PR Strategy & Tactics
To gain a deeper understanding of the issues affecting the Halal industry, Unitas conducted in depth research around the topic, and its impact on local communities. This appreciation of past and prevailing issues affecting the industry highlighted some of the gaps and concerns affecting consumers nationally. It also informed a strategy that would give the Forum better representation in the media, whilst also engaging consumers to join the debate on the concept of Halal.
In order to meet the World Halal Forum’s objectives, and stimulate the Halal debate across the media, a three-pronged media strategy was employed.
Phase one – Involved analysing media platforms and targeting influential ethnic, and Islamic media which would appreciate some of the concerns and issues pertaining to the industry, whilst also providing coverage of the Forum.
World Halal Forum was positioned as a unique concept in the Halal discussion because it focuses on the potential for the Halal industry to mobilise economic growth and provide alternative means of development in an unstable economic climate.
Phase two involved approaching targeted media (Press, TV, The Muslim Weekly), to stimulate discussion on the issue of Halal meat. Specifically targeting ethnic and Islamic media meant Halal consumers would be more inclined to engage within the debate.
Following an extremely positive response from numerous national, ethnic and Islamic media , Phase Three involved organising and holding a press conference during the World Halal Forum itself. The press conference sought to respond by calls from the Islamic and ethnic media for access to the founders of the World Halal Forum, whilst allowing opinion formers within the field to respond to questions regarding the authenticity of Halal accreditation. The press conference served as a platform for the media to engage with the topic of Halal.
Campaign Results
In the 30 days leading up to the World Halal Forum, Unitas Communications generated media coverage in: London Bangla, Eastern Eye, The Samosa, The Muslim Weekly, East London Advertiser, Press TV’s Islam & Life show with Tariq Ramadan and The Guardian. Additionally, three press releases were disseminated to Unitas’ entire media contacts database in regular intervals prior to the forum.
During the course of the campaign, Unitas managed to engage with over 30 different national media platforms on the topic Halal and the potential for the industry’s growth. The press conference Unitas held during the forum itself was attended by: The Islam Channel, Press TV, The Muslim Weekly, Eastern Eye, IQRA TV, ATN Bangla UK, Al Hiwar TV, Channel S, Emel Magazine, Jang TV, Urdu Times, The Muslim News, Nahdet Masr Newspaper and the BBC Asian Network.
Evaluation & Next Step
Unitas Communications was successful in: increasing media coverage of the World Halal Forum, and engaging consumers of Halal meat to take part in the debate.
During the one month campaign, the World Halal Forum’s profile was raised amongst numerous ethnic and Islamic media channels. Key issues such as the potential for growth within the industry and the importance of the Forum in facilitating such growth were also articulated across the media.
The success of the media coverage generated by Unitas Communications has meant the World Halal Forum are now keen on expanding its media coverage more internationally in the lead up to the next forum to be held in Kuala Lumpur, Malaysia.