Public Relations Boo Boo: Ramadhan 2012 Case Study

Situation

A group of IBM personnel, employees and distributors banded together to feast their list of clienteles for Buka Puasa (break fast) at Perbadanan Putrajaya, 9 August 2012. Invitation included clients' employees and family.  They prepared a hall and filled it with 100 tables that accommodated 10 pax each.  They catered the food.

At approximately 7pm, after braving the Kuala Lumpur traffic, guests started to fill the hall. Some had driven over two hours to get to the venue.  The guests list were ready and checked for presence.  Guests were assigned to their allotted tables.  Chocolate coated dates were passed out, with hosts stating that guests can help themselves to how many boxes they would like to have as there were no limitations.

At approximately 7:15pm, the guests started to take their food and queued a long line towards only one designated area.  So, approximately 1,000 invited guests were expected to crowd in a small hallway that had only one line of tables.  One end offered desserts and the other end served the main meal.  At the end of the row of tables were 2 huge woks with kawah delicacies. One must remember that this is not a kenduri kahwin where guests arrive in batches...in Ramadhan, everybody eats sharp at the sound of azan, which means everybody eats at the same time!  So, people will all head for food at the same time!

By approximately 7:30pm, the food was gone and the caterer did not look like they were about to replenish.  One-third of the guests have not accessed the food, while the other third managed to only get the minimum because they prayed first.  The soya was finished.  There were no back up beverage but water.  There was only one container that carried hot tea.  By 7:45, half of the guests left.  Syrup was served as the alternative beverage after soya and water.  One of the hosts got up on stage and apologized for the chaos and lack of food, with a quick disclaimer that the event was not an official IBM event but hosted by a group of IBM employees.  Since the caterer had no intention of replenishing the food, the flabbergasted group of hosts ordered last minute take outs and fried tit bits but announced that the food was finished to hungry Muslims just arriving from traffic jam.

Soon, some of the hosts left, literally abandoning confused guests.  Remaining guests were walking aimlessly and trying to figure out what to do while those who brought children tried to feed their family.  Hungry from a day of fasting, many who were just too exhausted, sat around and ate leftovers.  Some who stayed received the last minute take out food of fried chicken, murtabak, and skewered fish balls and crab sticks, amongst the few that was seen.

Other Issues

1.  The Soya was served hot but not fresh, with some glasses having hints of sourness that suggest that the drink was going bad. 

2.  The cendol was sour.

3. No one was manning the dessert counter that the chocolate fondue was hijacked and the marshmallows were gone before anyone could have a good look at it.

4.  The ABC was poorly organized that nobody knew how to man the ice machine.  By the time anyone knew what was going on, the children were making the machine their personal plaything.

What could have been done?

1.  Not have a disclaimer.  Apologize and trouble shoot.  There are many food outlets in Putrajaya which the hosts could've called and booked tables for the hungry guests.  These guests could have been ushered for maghrib (for the hosts to buy time and organize the alternative venue and food) then be shuttled or advised to the various other newly booked venues to have their dinner.

2.  Not abandoned their guests.  Stick around and go from table to table to identify which groups of guests had not had their dinner.  Make sure that they get at least some dates and water to sooth their dry throats. One of the hosts could also opt to take to the stage and entertain or talk to the guests.

3.  Insisted that the caterer man the necessary booths to ensure that guests are not running amok with the machines or tools meant to prepare desserts or other delicacies.

4.  Stop serving food that had gone bad.  Quickly buy cartons of juices, water bottles, or any other available drinks at Carrefour or Cold Storage at Alamanda that are just a stone throw away.  There are various tit bits that could've been purchased to keep the guests munching while waiting for food to arrive.

5.  Never give out freebies without accounting for it, unless the freebie is endless.  It is human nature to hoard when things are free and the ones that come later will be at risk of not getting any.

Given the unfortunate situation but in the month of Ramadhan, much could've been done.  Muslims are more than happy to be told to group and pray for maghrib while waiting for food.  If the food has yet to arrive or the organization of the alternative food outlet was delayed, a quick bite of tit bits and a gulp of juice would suffice to be followed up with terawikh prayers.  In that time, the food situation would have been settled and both guests and hosts would've save much of the fasting deeds that I am sure are all lost to cursing and frustration.  Some of our souls burned in hell today.

If you are a PR practitioner, what would have you done?

The All Knowing, All Forgiving and Must be Feared Creator.

I read an interesting view by Dina Zaman in The Star today.  I couldn't help but recall an interesting conversation I had with a long time girlfriend in regards to the term "God Fearing".  Why does Islam emphasis on fearing our Creator so much in our sermons while many others prefer to embrace the loving and the forgiving Father?

In Dina's article she seemed enlightened and expressed a form of revelation  (perhaps hers) to the more 'liberal' interpretation of Al-Baqarah's "...let there be no doubt about it - is (meant to be) a guidance for the God conscious".  According to Mohamad Asad (the Orientalist and liberal scholar Dina was quoting) the long-running or more traditional translation of 'muttaqi', which mostly been understood as God fearing does not encompass the actual meaning that includes what is stated as the more 'positive content of this expression' -- namely, the awareness of His all-presence and the desire to mould one's existence in the light of this awareness...

Dina continued to make comparison to two other great translations by Dr Muhammad taqi-ud-Din al-Hilali and Dr Muhammad Muhsin Khan, "This is the Book (the Quran), whereof there is no doubt, a guidance to those who are Al-Muttaqun [the pious and righteous persons who fear Allah much (abstain from all kinds of sins and evil deeds which He has forbidden) and love Allah much (perform all kinds of good deeds which He has ordained)]

I'm inclined to agree to the latter, not because I am a traditionalist or a fundamentalist, but because it makes more sense.  Being just positive can be quite disillusioning and misleading, because then people forget about consequences.  When we forget about consequences, we pay less attention to wrong doings, hence the prevalent human nature to abuse, disregard rules and regulation, and abandonment of human nature altogether.

We already know that at the core of our existence IS our Creator.  In Islam, everything we do, we do for Him. But to only speak about love and forgiveness is not enough, because even at the most micro level, we know that these are easily taken for granted and forgotten.  But, to be reminded of repercussions of one's actions and to be warned of what may come with wrong doings works very well, and can be showcased even at the most micro level.

Simple case in point:

Molly coddling mummy is loving and forgiving; showers her children with unconditional love and gives in at her children's whims would, at most times, fail to mould her children in the light of her presence.  The desire for her children to follow her footsteps usually fails because they are busy being the master of mummy; bossing her for meals and transportation, which she offers with unconditional love. At ever opportunity to misbehave, they will commit the offence as they know they are never reprimanded for any wrong-doing, hence, mummy's existence or authority is barely recognized.  This simple reversal in role, where mummy (master) becomes the servant of her children, suggests that to create any form of awareness in her children by only showering them with love and forgiveness is impossible.  At the end of the day, when the children discovers adulthood and independence, the mother would then be rendered irrelevant and useless, and eventually discarded in disdain for being an aging burden.

Another mother loves too.  She gives up everything and sacrifices time, friends, money, dreams and everything she could in order to provide, educate and raise her children.  She is loving and she is forgiving.  She gives endlessly -- but, she puts down rules and she highlights the repercussion.  Every wrong doing receives lessons and repercussions while every deed is equally showered with lessons and recognition.  I bet, it would be hard for her children to forget her presence and will forever be aware between which character is best to mould after.

Which children do you think will fair better in terms of heightened awareness?

In all the stories we've read in our Holy Book, His advise will speak of situations experienced by people who went against and people who followed our Loving and Forgiving Creator.  He teaches us values and happiness through historical moments shared in the many surahs.  He also tells the wrath incurred by those who went against Him.  These are the ways He creates awareness of His presence -- hence, Him asking us to shape ourselves based on these awareness.  He also hints of the everyday existence of His presence through the air that we breath, the food that we eat, the water that we drink and etc.  With all these reminders, how can we ever be lacking in awareness unless we rationalize and lift the 'heavyweights' out of the equation of recognizing our Creator for who He is.

So, I strongly believe that we need to be God Fearing.  Otherwise, we will be screaming Flower Power and Love All.  Peace!  Make Love and Not War...and still, end up screwing ourselves because everything will be okay as He will love us anyway and forgive ALL of our sins.  Seriously?  But, if we fear, we will stop, reflect and make the most informed choices, which is to be loved by Him and do the right thing because doing wrong has sad outcomes.  Then we will realize that there is no other choice but to do the right thing, always.

So, it is not the liberal view that I have an issue with, but the entire possibility of misunderstanding of meaning.  At the core of our live IS Allah  (now repeating myself) -- so how in the world can we not mould our existence in this awareness?  It is a given.  BUT to be God Fearing...now, that is an uphill struggle, because it is human nature to opt of short cuts and believe in what makes us feel good.  We tend to make excuses to lighten the weight of wrong doing so that we can rationalize our need to commit a 'crime', if not upon ourselves, to others.  So, I strongly believe to just take the positive and alienating the consequences will not do us justice.  

Be God fearing.  There are great positives that comes out of that...always

Transforming Ramadhan

Transform Your Life in Ramadhan by Getting Lean & Ripped

I walked up Bukit KIara the first week of Ramadhan and was pleasantly surprised that I survived.  It was early and the weather was cool, so I figured the condition would be friendly.  Then again, I tried some workout sessions during my weekly puasa sunat, and figured I'd be okay during Ramadhan, provided that I don't over exert myself.  Thirst was an issue, though, but I did a couple more morning workouts that week.  

The weeks passed and my energy level dipped in Ramadhan but I try and put in my workouts...this time later into the evening.  I also break the sessions into my favorite 10 minutes parts and realized my strength training fairs a lot better than my cardio, because I don't get too thirsty doing the former.  Of course, stretching is a breeze.  The point here is to gauge what we are capable of and what we can do to keep our energy level high enough to keep fit and healthy during Ramadhan.

My friends on Facebook were not so convinced.  The first thing they asked, 'tak puasa ke?' (are you not fasting?).  It is important to highlight here that fasting should not impede us from doing exactly what we are accustomed to.  So, if we are active, we should remain so but perhaps take it a notch or two down.  However, nobody is going to stop you if you prefer to keep the exercising at the exact same pace. Fasting should never stop us from movement and definitely not from keeping ourselves healthy.  Being fit, too, should not be compromised simply because we psychologically screw ourselves into believing we'll be completely weakened from the lack of nutrition.

Yet, my question is: what lack of nutrition?  We break fast and eat...then we binge through the night.  We sleep to only be awakened to have sahur...so, when exactly do we lack this nutrition everybody seem to believe happens in Ramadhan? The fact is, Ramadhan shaves off the damage we do to our body with the unnecessary junk snacks, sweetened tea and coffee breaks that is accompanied by fried and other sweetened kueh-mueh, and other tit-bit breaks we take to satisfy our need for the munchies.  If this is the nutrition we are so afraid of loosing, then I must say that it is okay because we are better off without it.

My suggestion is to simply TRAnsform.  Make that change if you really want to get fitter and healthier.  There will be a time that we will be completely floored when requested to perform a lunge, sit ups and push ups, but if you are in your 20s, 30s, 40s, and even 50s...darlings, that day is yet to come. The main idea of Transform is a well planned diet and fitness program that not only get you results in terms of aesthetics, but more so for life long health and general wellness.

Make this Ramadhan a time to Transform and get lean, mean and ripped! After all, staying healthy and fit is also part of ibadah.

Chaining The Satan and Devils in Ramadhan

Do you notice how the fasting month becomes an excuse for immobility, lethargy and just all round fall in productivity?  Muslims tend to come up with all sorts of excuses to simply reduce themselves into incapable weaklings while fasting.  I'm thirsty la, I'm tired la, too weak out of hunger la, did not get enough sleep because of sahur la...you name it, there's an excuse for everything in Ramadhan.  However, they do manage to muscle up the necessary energy just in time to pile a mountain high of delicacies a few minutes before break fast just in case the table runs out of food, which by the way defeats the entire purpose of fasting in the Holy Month.

Every year this happens and every year I am stumped.  What is actually happening?

It is true that the human body will react to reserve their energy because it thinks it is not getting food and is unsure when the next meal is coming...but only for the first few days.  Then, routine kicks in and the body, being the wondrous and intelligent machine, will figure out that it gets its energy at sun down, some light snacks later into the night and breakfast early in the morning.  Basically, it will adjust to the time food is consumed.  And if you really think about it, the body still gets its three portion of food in a day; sahur (breakfast), break fast, (dinner), late night snack ('lunch').

So, logically, fasting does not really change anything.  It just flips your daily eating habits from day to night.  Right?  

The Art of Gluttony

The error comes from the fear of hunger and the constant anticipation of what to eat at maghrib that keeps us thinking about food.  Doesn't really sound very Islamic, now, does it?  Worst when we witness people indulging in literally sinful rubbish at break fast that they forget eating is actually an act to keep us from hunger -- it is not an act to get seriously full and sickly that we can't even move to perform the maghrib.  

Additionally, at sahur, due to fear of imaginary hunger and gastritis people actually down a proper meal fit for a king!  There will be spreads of lauk-pauk and rice, not to mention the sweetened beverages...how is this an ibadah that observes patience, humility and forgiveness?  Forget about trying to empathize with the plight of the underprivileged!  We can't even get over ourselves that selfishness invades and overwhelms Ramadhan.

Indeed it is said that Satan is chained in this month--but which Satan?  Do we seriously believe that the chained one is that fallen angel?  Do we really think that Satan is denied the whispering of mischief to our souls?  If so, why are Muslims cheating Ramadhan and puasa yang yuk, pagi-pagi buka periuk; if not running to some errant restaurant that opens the back door to hide the non fasting Muslims?  The devil is having a kick out of the fact that people actually believes that he is chained! The devils and Satan are actually having a party misleading us all astray because we are so disillusioned with our own lies.

Is it the Satan or Just You?

Logically, the chained devil is the chaining of temptation.  The dark side that makes us embrace gluttony; the tugging fear that hunger and fatigue will overcome us if we don't eat and eat after sunset; the fascination in indulging in wastage; the excitement of shopping and overspending money we don't have; the multitude of excuses related to fasting (being weak and tired) in order to dodge work and responsibilities -- indeed the list goes on and I believe we know ourselves best.  The point of fasting is first to observe piety, to give alms, to pray and seek for His forgiveness but also to be in jihad with ourseleves -- that is the battle to overcome the devil/Satan in us, which is our weakness to be a better person.

I say, the next time we feel like wriggling ourselves out of work in Ramadhan but indulge in a shopping spree instead...think about which 'angel' is whispering in our ears. If there is a time for jihad...this is it.  If you know Islam well, this IS the greater JIHAD.  The fight of being better and not succumb to temptation.  It is about getting over yourself, discover piety and persistently seeking His blessing by overcoming our weaknesses.  This is a good month for Jihad.  If you have not discovered your purposes yet, it is okay because we are still in the Holy Month -- and to Him, it is never too late.  That is the beauty of Islam...

Have a blessed Ramadhan.

A Month to Observe, Reflect and Practice

My oh my, how time has flown by.  It is Ramadhan again and Muslims around the world are united in the observation of fasting...well, at least the Muslims who practice.  Indeed many pride themselves as practicing Muslim, but a chat with unique crowds at different occasion give light to what truly means to be Muslim.

My boys accompanied my husband to a break fast with the orphans in a Seremban based orphanage.  They had been visiting the children to celebrate Ramadhan and build close silaturrahim amongst Muslims.  Additionally, we thought that it would be good for the boys to understand how others fair and struggle; while our children who live in the comfort of a home, parents and a loving/supportive environment fall trap to complacency and even arrogance.  It is human nature to forget who we are, so, whenever possible it is always good to be reminded. 

Pictures were soon uploaded to the famous FB by other guests of the home and I had a quick browse.  I was impressed at how beautiful the home has become.  It is better furnished, well lit and a far cry from the dingy house it was just 2 years ago.  I asked my husband who is sponsoring the orphanage and was touched to learn that the children are their own sponsor.  Through education, a supportive and industrious administration, the children are equipped with not just the academics for paper qualification but life education that often than not demand skills.  They cook, sew, craft and many other things that keeps them busy, educated and most importantly self-sustaining.  They aren't beggars in their own home -- GOOD FOR THEM.  

We had asked if we should bring with us supply of food, furniture, clothing or other needs but was politely declined as they were merely inviting guests to share a Ramadhan blessing in their home.  How big are the hearts of such children who are more in the position to ask for assistance but instead give.

Much can be learned from this experience. 

Hence my constant irritation when so called Samaritans clad in branded clothing, ridiculously priced handbags; driving luxurious cars and living in high-end postcodes hand me papers and documents for donations.  Indeed giving alms is the practice of our beloved Prophet p.b.u.h and is looked upon favorably as an ibadah, but surely monetary assistance is temporary and futile if the receiver merely spends it and asks for more.  How is this helping our Muslim brethren? Even our choice of ibadah must be weighed out with the given intellect we are all blessed with.

Education is the root of all solutions related to poverty.  People are in a sad and destitute situation because they are either unaware of their options or have no idea how to attain a better life.  To elevate an individual from his poverty stricken situation is to help him grow.  That is why Prophet Muhammad p.b.u.h. said seek knowledge as far as China.  Finances, in my opinion then, should be channeled to educate the poor because when an adult is educated, he or she can then in turn reeducate the young and the remaining society they function in.  Through education, an entire village can be taught agriculture, craft industry and even medicine if only we dare to dream big.  This is not rocket science and it has been done. Then, only then do I believe that Muslims truly have each others' best interest in our hearts.  In contrast to the wealthy Samaritans feeling good about themselves by asking others to donate and making them look even better.  Such false ibadah.

In all our actions, the niat or intention must be for the betterment of our ummah. What is the point of having a holy fascade only to feel good about ourselves?  Ibadah is not about us...it is about our Creator and the reason we are His khalifah.  Handing out false hope to the poor or the needy is simply cruel...the money is NOT what they need, because it WILL finish and they WILL STILL remain poor.  What they need is our intellectual assistance because we are privy to a life that is more blessed.  Giving back should not be worldly because it is temporary...giving back should be both spiritual and beneficial to the receiver, because when people understand their purpose, that form of giving is everlasting.

This Ramadhan I was educated by the less priviliged, children who were orphaned and almost all left to fend for themselves in the absence of their parent(s).  It has indeed been an enlightening Ramadhan and I weep in gratitude for the opportunity.  Blessings come in many forms...He is indeed ALL WISE and ALL KNOWING.

Happy Ramadhan my brothers and sisters.  May Allah bless your ibadah and guide you to his home, insyaallah.