Pearson is one of the largest publishers in the UK with many high-profile imprints such as Penguin. Pearson commissioned us to develop and deliver a PR campaign to encourage the Muslim media to support the launch of ‘The Reluctant Fundamentalist’ – second novel by Mohsin Hamid, which deals with the topical and sensitive themes of identity, culture and the relations between East and West.

To raise the profile of the book amongst the Muslim community and build a positive reputation for Pearson, we organised a book launch with guests including Muslim leaders such as Massoud Shadjareh, founder of the Islamic Human Rights Commission, and Sir Iqbal Sacranie OBE, former Secretary General of the Muslim Council of Britain.

The event was attended by 40 journalists from our target media and as a result nine book reviews were secured, and interviews were conducted by eight ethnic radio and TV channels.