The Minister feels that the camera today has become the prime mover for defining content and setting the agenda, thereby impacting the flow of news
BestMediaInfo Bureau | Delhi | February 5, 2015
Technology has brought about a change the communication paradigm, with the future belonging to digital media due to its reach, scale, variety and accessibility. Rapid changes have led to a convergence of technological touch points in the media space, impacting the nature and flow of information dissemination.
Speaking at the day-long workshop on ‘Streamlining Government Communication’, organised by the Press Information Bureau, Minister for Finance, Corporate Affairs, and Information and Broadcasting, Arun Jaitley, noted, “The nature and character of news dissemination has undergone change due to the challenges thrown by 24x7 television consistently. The camera today has become the prime mover for defining content and setting the agenda, thereby impacting the flow of news.”
On the relevance and importance of Government communication in the changed communication paradigm, Jaitley said that the environment today offered a tremendous opportunity to stakeholders within the government to disseminate credible, factual, relevant and reader friendly information. The Minister called upon the participants to package data, facts and information keeping in mind contemporary tools and trends, media requirements and content for opinion makers and analysts in the media space.
Regarding the packaging of Government information, the Minister emphasised that Government departments needed to optimally utilise their websites to place accurate and credible information. He also referred to the need to utilise different tools available in the social media space, such as Twitter, Facebook and blogs, to enhance the reach of Government communication.
Echoing similar views, Minister of State for Information & Broadcasting, Col Rajyavardhan Singh Rathore said that the current communication perspective was driven by speed, accuracy, brevity and clarity of thought. It was imperative to utilise new tools of communication for enhancing outreach to a wide range of stakeholders. Perception management had also become a critical tool in the communication paradigm and needed to be addressed in totality.
Information & Broadcasting Secretary Bimal Julka outlined the key initiatives undertaken by the Ministry to address the new challenges in the context of adopting a 360-degree approach, integrated media planning and initiatives undertaken in the social media space.
Cabinet Secretary Ajit Seth, while addressing the Valedictory Session, stressed on the need to integrate and synergise government efforts in a professional and calibrated manner in the new communication environment. This was critical in view of the change in the mode, nature and content of communication. According to hi, the need of the hour was to devise modalities to deliver services and access to information. This would enable the Government to engage with citizens and receive feedback.
Elaborating further, the Cabinet Secretary mentioned that in view of the recent initiatives of the government such as ‘Digital India’, the crowdsourcing method had been adopted.