Digital Da'wah and Islamic Public Relations: A Communication Theology Perspective on the Social Dynamics of the Ummah

Since technology has advanced and become more popular, the practice of digital da’wah and PR has begun to amalgamate in the Indonesian cyberspace. This research analyses both the harmony and disharmony that result from the combination of digital da’wah and Islamic PR, particularly in the context of social dynamics of Muslims, the changing context of religious authority, and the emergence of virtual communities. It employs a qualitative literature review as the primary research approach, which is grounded in the principles of communication ethics outlined in the Qur'an, specifically Qaulan Sadida (truthful speech) and Qaulan Karima (noble speech). The findings show that public relations (PR) practices in digital da'wah have simultaneously emphasised religious reputation management and audience relations in the processes of information and theological empowerment. This, in turn, raises some paradoxical outcomes, such as religious commodification, fragmentation of the Muslim community and information disempowerment. The Communication Theology approach provides evaluation frameworks for such practices, affirming the need to customise digital communication plans aimed at Islamic outreach to engagement principles to serve the ummah optimally, hence reconciling the Islamic theological principles of alignment.