Sudam babu state bureau odisha

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Bhubaneswar, October 9, 2026: Strengthening government communication in an increasingly digital world was the central focus of a technical session organised as part of a one-day orientation programme for Odisha Information Service (OIS) officers. The session explored how social media trends, artificial intelligence (AI), changing audience preferences and emerging digital technologies are reshaping the way government departments communicate with citizens.

The second technical session of the programme featured Professor Anand Pradhan, Regional Director of the Indian Institute of Mass Communication (IIMC), Dhenkanal, as the keynote speaker. Addressing the topic, “Social Media Trends: Opportunities and Challenges for Government Information Officers,” he discussed the evolving responsibilities of information officers and the importance of adopting innovative, reliable and citizen-focused communication practices.

The discussion highlighted the need for government communication professionals to develop new skills, understand the functioning of digital platforms and ensure that official information remains accurate, accessible and trustworthy.

Digital Transformation Is Changing Government Communication

The rapid expansion of internet-based communication has significantly altered how people access news, public announcements and information about government services. Traditional media continue to play an important role, but social networking platforms, online publications and AI-powered tools have created additional channels for reaching the public.

Professor Pradhan emphasised that government information officers must recognise these changes and adapt their communication strategies accordingly. The effectiveness of public information now depends not only on the accuracy of a message but also on how clearly it is presented, how easily it can be discovered and whether it reaches the intended audience.

For government departments, this transformation presents opportunities to communicate more quickly, explain public policies more effectively and engage with citizens through multiple digital channels.

At the same time, officers need to understand the technical and social factors influencing how information is distributed and consumed. Continuous learning and familiarity with emerging communication tools are therefore essential for professionals working in public relations and government information services.

Moving Beyond Traditional Search Engine Optimisation

One of the important subjects discussed during the session was the changing approach to online information discovery. Professor Pradhan drew attention to the transition from Search Engine Optimisation (SEO) towards Machine Discovery Optimisation.

SEO traditionally focuses on improving the visibility of online content in search engine results. However, the growing use of artificial intelligence and conversational information systems is creating new ways for users to discover relevant information.

In this changing environment, government departments need to ensure that their digital content is structured clearly and contains reliable, understandable and relevant information. Official websites, online announcements and digital publications should make it easier for both people and AI-powered systems to identify the information being presented.

For example, details about welfare schemes, eligibility requirements, application procedures and public services should be communicated in straightforward language. Clear headings, consistent terminology, accurate figures and well-organised explanations can improve the accessibility of government information.

The discussion underlined the importance of preparing official content for a digital environment in which information may be discovered through conventional searches as well as AI-assisted tools.

Tailoring Content to Different Social Media Platforms

Professor Pradhan advised officers to consider the individual characteristics of social media platforms while preparing communication materials. Different platforms attract different audiences and encourage different forms of interaction. Consequently, a single communication format may not be equally effective everywhere.

A detailed policy announcement, for instance, may be best explained through an official website or a comprehensive written statement. Its principal features could then be presented through short videos, visual summaries, infographics or concise social media posts.

Such an approach can help government departments communicate complicated information without compromising its meaning or accuracy.

Audience awareness is equally important. Information intended for students, farmers, entrepreneurs or senior citizens may need different examples and presentation styles to address their specific requirements.

The objective is not simply to publish content across as many platforms as possible. Instead, officers should select suitable formats and channels that help the intended audience understand the message and identify the action, service or information relevant to them.

Attention Economy and the Challenge of Information Overload

The session also examined the growing significance of the attention economy, in which organisations compete to capture and retain people’s attention amid an enormous volume of digital content.

Citizens are exposed to continuous streams of news reports, notifications, videos, advertisements and social media updates. As a result, important public announcements can easily be overlooked, even when the information has direct relevance to people’s lives.

Professor Pradhan highlighted the difficulties associated with ensuring that accurate and dependable information reaches citizens in this crowded digital environment.

Government communication teams must therefore focus on clarity, relevance and effective presentation. Messages should explain essential facts quickly, while more detailed information should remain available through appropriate official channels.

However, attracting attention must not become more important than maintaining accuracy. Public information should never rely on exaggerated claims or misleading headlines simply to increase views, shares or engagement.

A balanced communication strategy should combine accessible presentation with factual integrity and public interest.

Combating Rumours, Misinformation and Deepfakes

The growing circulation of misinformation and digitally manipulated content was another major issue addressed during the programme.

Social media can enable information to spread rapidly, but the same speed can also amplify unverified claims. Misleading photographs, fabricated statements, manipulated recordings and AI-generated deepfakes can create confusion and undermine confidence in public institutions.

Professor Pradhan urged information officers to verify facts before releasing or sharing information. He also stressed the importance of responding promptly when misleading claims concerning government activities or public policies begin circulating.

Effective verification requires officers to consult authentic sources, confirm relevant details and distinguish established facts from unsubstantiated allegations. When incorrect information is identified, departments should provide clear explanations supported by verifiable evidence.

Responsible use of AI is equally important. Although artificial intelligence can assist with research, drafting and content production, its output should be reviewed carefully before being published as official communication.

Human oversight, transparent procedures and established verification practices remain essential to protecting the credibility of government messages.

From Mass Broadcasting to Targeted Communication

Another significant theme was the shift from broadcasting to narrowcasting.

Broadcast communication generally involves delivering a common message to a broad audience. Narrowcasting, by contrast, focuses on communicating with particular groups whose interests, circumstances or information needs differ.

This approach can make public communication more relevant and useful. Agricultural advisories may be directed towards farming communities, educational announcements towards students and parents, and information about specific public services towards the people most likely to benefit from them.

Targeted communication does not mean restricting access to essential information. Rather, it involves selecting suitable communication methods so that relevant messages reach the appropriate audiences more effectively.

Professor Pradhan also highlighted video-based storytelling as an increasingly important method of presenting information. Short explanatory videos and carefully structured visual narratives can help citizens understand government initiatives, public services and administrative procedures.

Such content can complement written announcements and provide an accessible way to explain complex subjects.

Social Media as a Platform for Citizen Engagement

The session emphasised that social media should not be treated merely as a digital noticeboard for government announcements. It can also provide opportunities for meaningful interaction between public institutions and citizens.

Through appropriate engagement, government departments can respond to questions, understand public concerns, clarify misunderstandings and identify areas where additional information is needed.

This two-way communication can help build stronger relationships between the administration and the communities it serves.

Nevertheless, effective engagement requires consistency, professionalism and accountability. Responses should be respectful, information should be verified, and public concerns should be handled through appropriate official processes.

A citizen-focused approach can improve the usefulness of digital communication while helping public institutions maintain confidence in their services and decisions.

Interactive Discussion Highlights Practical Challenges

An interactive question-and-answer session concluded the technical programme. Participating officers discussed practical issues associated with maintaining the accuracy, visibility and credibility of official information in an algorithm-driven media environment.

The exchange provided an opportunity to consider how emerging technologies and changing social media practices could be incorporated into everyday government communication.

Information and Public Relations Department Director Sanjay Kumar Biswal felicitated Professor Anand Pradhan in recognition of his participation in the programme. Public Relations Officers Anshuman Sahu and Krishnakeshi Baliarsingh coordinated the session.

Strengthening Trust Through Responsible Digital Communication

The technical session offered important perspectives on modernising government communication in Odisha. As AI-powered information systems and social media continue to evolve, information officers will need to combine technological awareness with strong professional standards.

The ability to prepare accessible content, identify misinformation, understand audience requirements and respond to public concerns will remain central to effective public relations.

Ultimately, successful government communication cannot be measured solely by the number of people who see a message. Its value also depends on whether citizens receive correct information, understand its significance and can rely on official sources when making decisions.

By aligning communication practices with emerging digital trends while prioritising accuracy, accountability and meaningful public engagement, government information services can strengthen their connection with citizens and reinforce trust in official communication.