CNN Central News & Network–ITDC India Epress/ITDC News Bhopal: Commissioner of Public Relations Deepak Saxena has said that Public Relations Officers should become “news makers.” They should ensure that government schemes and programs meant for public welfare are effectively communicated to the people through print, electronic, and digital/social media. At the same time, they must continuously inform the government and administration about the sentiments and needs of the public.
They should maintain communication and coordination with the media, officials, public representatives, and various sections of society to ensure quick dissemination of information in the public interest.
Commissioner Saxena was addressing the state-level one-day workshop of Public Relations Officers at Hotel Ashoka Lake View on Wednesday. Additional Directors G.S. Wadhwa and Sanjay Jain, Joint Directors Pankaj Mittal, Ashok Manwani, R.R. Patel, and all divisional and district Public Relations Officers from across the state were present.
From 11:00 AM to 7:00 PM, mindstorming sessions were conducted, during which Commissioner Saxena and subject experts engaged in detailed discussions with the PROs.
Commissioner Saxena said that the Public Relations Department serves as an effective bridge between the public and the government. On one hand, the department conveys public sentiments to the administration, while on the other, it communicates government schemes and initiatives to the people. This task is effectively carried out with the support of the media. Public Relations Officers must recognize this strength and work accordingly.
Focus on Real-Time Reporting
Commissioner Saxena said that the media landscape has changed significantly in recent years. Real-time reporting has become essential. Public Relations Officers should provide news not only to print media but also to electronic and digital media according to their requirements.
They must keep pace with new media. PROs should not limit themselves to covering only government meetings and programs; they should also go to the field, understand public needs and sentiments, and create news.
Attention to Headlines and One-Liners
The Commissioner emphasized that PROs must give special attention to headlines and one-liners in news reports, in line with the changing nature of media. Priority should be given to government focus areas such as farmers, women, children, youth welfare, and law and order.
Mega government projects should also receive wide publicity.
District Offices to Be Strengthened
Commissioner Saxena said that district offices play an important role in government publicity. All district Public Relations Offices will be strengthened with necessary resources and manpower.
He interacted with each PRO present at the workshop, provided guidance, and resolved their issues.
Promote the Positive News Folder Widely
Commissioner Saxena shared that the Directorate of Public Relations prepares a digital Positive News Folder every day based on stories from print, electronic, digital, and social media.
This folder highlights government schemes, programs, and district-wise achievements. He urged PROs to share it widely on social media to enhance its reach.
Expert Insights
Subject expert Manoj Manu said that the Madhya Pradesh Public Relations Department is doing excellent work. With the changing media era, the challenges for the department are increasing. PROs must keep themselves updated. He also provided information on the use of AI and public apps.
Pankaj Srivastava advised that PROs should prepare press notes in a manner that maximizes their use in newspapers. News content should be strong, presentation should be appealing, and timely delivery is essential.
He encouraged PROs to stay in continuous communication with the media to ensure effective publicity of government schemes.
Subject expert Sharad Dwivedi said that PROs should recognize the power of Public Relations. Public Relations is a strong medium for public welfare. PROs should neither fear nor carry arrogance. They should meet people with enthusiasm and communicate openly.
He emphasized that news should include both information and an element of interest to make them effective. He praised Madhya Pradesh for being a leader in government news dissemination.
Sachin Chaudhary provided important insights on social media—how news should be shared to make it more impactful, the effective use of hashtags, and the utility of various social media tools.
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