Shaker outlined the steps needed for effective communication. "An important first step is to define what the message is we that we want to disemminate," he said. Therafter, we need to train and develop the people to articulate this message. He cited various examples of complex questions that has been posed to the Muslim communities across Europe and in some cases he said, we had to concecde, that our responses has not been adequate. He said Muslims need to be innovative and creative in crafting media products which advances positive messages among the societies we live in.
He said we also need to know who our audiences are and cited lack of comprehensive discourse and context which meant that messages were not informative enough. Shaker said we need to get to grips with what entails the communication process as a whole and ensure we cover all the bases when communicating.
