Analysing JAKIM’S Crisis Communication Strategies Using Image Repair Theory

Abstract

The halal industry is successful and in demand, offering numerous economic opportunities for entrepreneurs and organisations. Despite its enormous potential, particularly its vast market, which included domestic and international markets, the Malaysian government, regulators, and businesses were concerned about managing the halal crisis. As a country with a substantial Muslim population, Malaysia has a responsibility to provide halal goods and services that align with Islamic principles. Recent controversies have posed challenges to the industry's reputation and public trust, highlighting a critical gap in research regarding crisis communication strategies in this context. This study evaluated the crisis communication response strategies employed by the Department of Islamic Development Malaysia ("Jabatan Kemajuan Islam Malaysia,” JAKIM) during halal crises using Image Repair Theory as the theoretical framework. Through qualitative content analysis of JAKIM's press statements, the research identified key strategies, including denial, evasion of responsibility, reducing offensiveness, and corrective action. The findings offer valuable insights for halal businesses and public relations practitioners, emphasising the need for effective crisis response strategies to safeguard organisational integrity and reputation. Meanwhile, the study contributes to the ongoing growth and sustainability of the halal industry.