Mamta Yadav Reviews District Information Centres Across Kashmir, Calls for Technology-Driven and People-Centric Communication
SRINAGAR, OCTOBER 30: Director Information, Mamta Yadav, on Friday chaired a comprehensive review meeting to assess the functioning of District Information Centres (DICs) across Kashmir Division, emphasising the need to strengthen grassroots-level communication, enhance media coordination and ensure effective dissemination of information regarding government initiatives and public welfare programmes.
The meeting was attended by Joint Director Information (Headquarters), Dr. Zahoor Ahmad Raina; Joint Director Information Kashmir, Syed Shahnawaz Bukhari; Deputy Director Information (PR/AV), Javid Ahmad Rather; Deputy Director (PR) Kashmir, Mohammad Rafiq Zullah; Deputy Director (Headquarters) Kashmir, Zubair Ahmad; Cultural Officer, Field Publicity Officer, District Information Officers of Kashmir Division and other concerned officers.
During the meeting, the Director undertook a detailed assessment of the functioning of District Information Centres, reviewing their publicity activities, media outreach, field-level coverage, infrastructure, manpower requirements and overall performance.
Highlighting the pivotal role of DICs as the grassroots communication network of the Department of Information and Public Relations (DIPR), Mamta Yadav stressed that these centres must ensure timely, accurate and accessible dissemination of information about government policies, developmental initiatives, programmes and public welfare schemes.
She described District Information Centres as the face of DIPR at the grassroots level, observing that their responsibilities extend beyond information dissemination, as they also serve as an important link between the administration, media and the public.
The Director called upon district officers to discharge their responsibilities with dedication, professionalism and accountability, while adopting a more dynamic, result-oriented and responsive approach to public communication.
Emphasising the growing importance of digital communication, she directed the district units to effectively utilise social media and other digital platforms alongside conventional publicity channels to expand outreach and strengthen public engagement.
"Timely and credible information is the foundation of effective public communication. Our focus should be on taking verified information to the people through appropriate platforms, while ensuring that the achievements and initiatives of the Government receive adequate and factual coverage," she said.
Mamta Yadav also underscored the importance of proactive media engagement and maintaining professional relations with local media organisations. She stressed the need for stronger coordination with district administrations and concerned departments to ensure comprehensive coverage of government events, public outreach programmes and developmental activities.
Calling for innovation in departmental publicity, the Director encouraged district information units to identify and highlight local success stories, developmental achievements, cultural heritage and initiatives with a direct bearing on public welfare through print, electronic and digital media.
She observed that every district has its own distinctive stories of development, innovation and public participation, which need to be brought into the public domain. She emphasised that departmental communication should not remain confined to official events but must also highlight the tangible impact of government initiatives at the grassroots level.
The Director further stressed greater accountability, regular monitoring and adherence to professional standards in the functioning of district units. She directed the officers to maintain regular communication with headquarters, ensure timely submission of reports and improve the quality, consistency and effectiveness of departmental publicity.
Reaffirming the department's commitment to strengthening its institutional capacity, Mamta Yadav said that a coordinated, responsive and technology-driven approach would remain central to making government communication more effective, transparent and people-centric.
She urged all District Information Centres to work with renewed commitment and professionalism to further strengthen DIPR's role as a credible and effective bridge between the Government and the people. ANB
