Maintaining that disseminating of information is an art in this age of digital media, Information & Broadcasting Minister Arun Jaitley on Monday spelt out the mantra for effective communication for the Government’s babus.
He said the information and Press release prepared by the Government should not read as an essay, but should be crisp and interesting with the facts and figures. It is important for the Government to establish connect with public through the media.
Those not familiar with dealing with the Press will have to take lead. “If some of them get into the shell, then they are wasting an opportunity with no cost and of great importance,” he said. He encouraged the bureaucrats for sharing Government-centric information/ schemes more openly and effectively, he said.
Jaitley was addressing a workshop on streamlining Government communication. The workshop, the first of its kind, was organised by the Press Information Bureau to ensure better synergy between senior officials in Ministries, PS to Ministers and PIB officials to improve the communication flow of the Government.
He said that with the advent of 24X7 news channels besides the social media have completely altered the media landscape. “Camera changed news as from mere reporting, 24X7 news began to set the agenda to which Governments and institutions would respond,” he said.
Simultaneously, he also pointed out that the media could be more interested in the alleged controversies in the Government in the process of decision making. In such cases one might have alternate views and advised bureaucrats to be careful that even contrarian views are expressed as a part of decision making process of the Government and should not be like a bombshell. Hence, restraint should be exercised in the use of language.
He said though it is difficult to expect civil servants to become the face as there are legitimate restraints they could still play a key role in giving information about work done by the Government. Such information may not find place in a prime time debates but it would definitely reach millions through various media platforms.
Jaitley also underscored the role of political leaders in ensuring that authentic information is disseminated, while communicating the message and performance of the Government.