Da’wah means the practice or policy of conveying the message of Islam to non-Muslims. Da‘wah Academy was established in March, 1985, in order to launch educational, training and research programmes for Da’wah purposes addressing the needs of Muslim communities within and outside Pakistan. To achieve its objectives, the Academy started its publication program in Urdu, English, Pushto, Chines, etc; training programs for religious scholars, teachers, students, young writers, journalists, scouts etc.; distance learning courses for general public, hospital and jail libraries, public library, FM Radio, Journals, Newsletter etc.

Using case study method, this paper will identify the various information dissemination strategies used by Da’wah Academy to convey its message to different groups of the society and the masses within and outside the country.

The main objective of this paper is to identify the various information dissemination strategies used by Da’wah Academy to convey its message to different groups of the society and the masses within and outside the country.

Case study research method will be used to explore the information dissemination strategies used by Da’wah Academy. Official documents, files, reports will be used as primary source while interviews of senior officials (i.e., Deputy Director General, Chairpersons of Research, Training, Media, and Publications Sections, Editors of two periodicals) will also be conducted for data collection purposes. NVivo software will be used for data analysis of qualitative data collected through interviews.

In general, the Academy is using print, electronic and social media to disseminate its information for Da’wah purposes. Major inclination is toward printed media, whereas the use of social media is at the stage of infancy. This will be the first study of its kind since the establishment of Da’wah Academy. The results of this study will help the concerned quarters in streamlining its information dissemination strategy.

The author has PhD (specialization in library and information science) and working as a library professional at senior level since last eight years in International Islamic University Islamabad and is serving as a Head/Incharge of the two libraries of Da’wah Academy since Sep. 2012. He teaches IT course to the participants of various training programs. He is also member of different committees.