THEBUSINESSBYTES BUREAU

BHUBANESWAR, MARCH 26, 2026

Emphasising the crucial role of effective communication in enhancing awareness and reach of government welfare initiatives, Additional Director General (ADG) of the Press Information Bureau (PIB) and Central Bureau of Communication (CBC), Bhubaneswar Additional Director General, Akhil Kumar Mishra, highlighted that timely and credible dissemination of information remains central to promoting public participation in various schemes. Stressing the importance of impactful messaging, he underlined that strategic communication plays a significant role in ensuring that benefits of government programmes reach the grassroots, particularly in remote and tribal regions.

During his visit to All India Radio (AIR), Jeypore, Mishra held an interactive session with programme and engineering staff of the station. He noted that dissemination of credible and timely information has always been the hallmark of Prasar Bharati and appreciated the role of AIR Jeypore in meeting the information needs of people, especially in the tribal-dominated districts of Koraput, Malkangiri, Rayagada and Nabarangpur in Odisha.

Mishra commended the consistent efforts of AIR Jeypore in producing and broadcasting a diverse range of informative and entertainment programmes over the years. He observed that such programmes not only create awareness but also help strengthen cultural bonds, promote national unity and nurture a spirit of integrity among people from different communities.

During the interaction, Mishra exchanged views with officials and staff and reiterated the importance of adopting effective communication strategies to further improve outreach and awareness of government welfare schemes among the public. The interaction was attended by Station Head R. Srinivasan, Assistant Director (Engineering) Billwamangal Pradhan, Assistant Director (Engineering) Ranjan Kumar Behera, Senior Announcer, along with other officials of AIR Jeypore.

As part of his four-day visit, Mishra also inspected the field office of the Central Bureau of Communication (CBC), Jeypore, and is scheduled to interact with students of the Departments of Sociology and Mass Communication at the Central University of Odisha, Koraput.