Islamic Public Relations: Cultivating Unity in Diversity in Islamic Banks of Bangladesh
DOI:
https://doi.org/10.33102/jcicom.vol5no2.144Keywords:
Unity in Diversity, Public Relations, Islamic Public Relations, Islamic BankAbstract
ABSTRACT
Unity in diversity is crucial in any multi-cultural society. Public Relations Department of different organizations should practice it to maintain peace and harmony among the people of different culture, race and religion. Islamic banks of Bangladesh are very popular among the mass people of Bangladesh as they maintain it professionally. It plays a vital role to get their acceptance and popularity. This paper tries to understand the techniques of Islamic banks of Bangladesh used to uphold it in their public relations activities. The objective of the study was to identify how the Public relations professionals practice unity in diversity in Islamic Banks of Bangladesh. Qualitative in-depth interview was applied as a method of data collection for this study. It maintained the purposeful sampling procedure and used criterion sampling to select the appropriate interviewees on the basis of criteria relevant to the study. The Heads of Public Relations Department of eight full-fledged Islamic banks of Bangladesh were interviewed. The study found that one of the main strategies of public relations in Islamic banks of Bangladesh is to attract customers by unity in diversity. The employees from different races and religions work together, maintain harmonious co-existence, team spirit, equality, and human dignity. As a result, unity in diversity brings a great success to Islamic banks of Bangladesh.
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