Political, social and demographic change has resulted in a search for new techniques for building public trust and reconciling relationships between the Muslim community and others in society. In this study, extremism and social cohesion have been chosen as potential new aims for the PR industry. This study assesses whether political PR can be diverted from its role in spin doctoring towards new cultural and social functions. My argument is that political PR can be used as a tool for social integration with particular reference to the Muslim community in the UK. This research distinguishes between two issues. The first connects with political PR within a political communication background, which relates to politicians, election campaigns, news management and their relationship with the media. The second issue is that political PR can be reconsidered from a corporate perspective, one that endorses the use of PR in challenging political environments. My study places emphasis on the second issue. A sample of seven UK PR academics, therefore, evaluated the current communication policies for their effectiveness, explained how political PR could help and gave their recommendations. Seven NGOs in Britain also described their work, the problems they encountered and their concerns. A lack of social integration and the rise of extremism were explained in terms of stereotyping, marginalisation and counterproductive techniques. The results suggest that a change in political PR is possible and should be encouraged to intervene in countering radicalization and enhancing social cohesion. They also show a lack of PR support for NGOs. The findings broadly move the field of inclusivity forward by working on a bottom-up approach instead of a top-down model of communication. The best answer for sustaining long-term community relationships was improved communication and engagement, inclusive messages and campaigns, and the Muslim community remaining open to others in society.
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