THE IMPLEMENTATION OF COMMUNICATION SKILLS IN DA‘WAH
Keywords:da'wah, communication, Soft Skills, community, Muslim Preacher,al-hikmah
Da‘wah efforts need a particular approach. It is a need for preachers to deliver wisely the message of Islam to the people. In this relation, it is important for da‘i (Arabic word for preacher) to have knowledge and skills of doing da‘wah. The present study highlights the application of communication skills in da‘wah to the community. There are three major elements of communication skills that need to be applied in da‘wah by the preacher namely: 1) The ability to deliver the messages clearly, effectively and confidently using oral medium as well as writing, 2) The ability to listen and respond actively, and 3) The ability to deliver clearly with confidence in accordance with the level of thinking of audience. In addition, these three major elements are discussed within the context of uṣūl al-da‘wah (the principles of Islamic da‘wah) namely uslËb, manhaj, wasīlah and qaw‘id al-da‘wah developed by al-Bayānūnī and Hamām Sa‘īd. This study is a qualitative research using content analysis research design. The data and findings presented in this paper come from secondary sources of information such as books, journals, thesis and dissertations and proceeding papers related to the subject. Thematic analysis was used in this study which emphasized identifying, analysing and interpreting patterns of these within qualitative data. Several recommendations based on the conceptual study are made in order to meet the needs of da‘wah to the society. They are: i) Muslim preachers should integrate significantly the basic principles of Islamic da‘wah with contemporary communication skills, ii) They should comprehend topics of da‘wah in accordance with current situation in order to attract people accepting the message of da‘wah and iii) They should approach audience as their target group of da‘wah based using psychological and communication skills. The study found that Muslim preacher needs to apply three aspects of communication while dealing with the people. The first is the ability to express and deliver the Islamic messages clearly, confidently and effectively. The second is the ability to apply active listening skill and also capable of giving appropriate response. The third is the ability to do a presentation with a clear and confident suitable with the level of the target group.