Issues related to zakat management are getting more and more attention from various parties, especially zakat management institutions and scholars in various related disciplines. Among the aspects of zakat management that are still lacking focus is the importance and effectiveness of the assistant amil's role in the process of zakat collection and distribution. The existence of a knowledge gap regarding the importance and effectiveness of the role of amil has caused the public to be less aware and understand the scope of duties and responsibilities of amil assistants. This situation to some extent has caused confusion and misunderstanding which can affect the perception of the community, especially potential zakat payers towards zakat management institutions, and special amil assistants. This study, which uses a qualitative approach, aims to identify the issues and problems faced by amil assistants and their impact on community perception. The results of this study will be used as a basis for formulating a strategic communication plan to shape the public's perception of the importance of the role of amil assistant. Based on the SWOT analysis, it was found that the importance and effectiveness of the assistant's role was influenced by seven issues that became the main problem. The results of the study also show that there is a need to formulate strategic communication initiatives to form a positive perception among the community towards the role of amil assistants. The implications of the study are also discussed in this study.