THEBUSINESSBYTES BUREAU
BHUBANESWAR, NOVEMBER 10, 2026
Emphasising the need to break communication barriers, understand public
concerns and ensure transparent dissemination of information, Additional
Director General (ADG) of Press Information Bureau (PIB) and Central Bureau of
Communication (CBC), Bhubaneswar, Akhil Kumar Mishra on Tuesday called for
greater inter-agency coordination and people-centric communication to ensure
that government welfare initiatives reach their intended beneficiaries at the
grassroots level.
Addressing the high-level meeting of the Inter-Media Publicity
Coordination Committee (IMPCC), Odisha Region, at of the Regional Institute of
Education (RIE), Bhubaneswar, Mishra underscored the importance of empathy,
active dialogue and transparency in effective public communication. He recalled
the five-decade-long legacy of IMPCC in Odisha and drew lessons from Albert
Camus' literary work The Plague and communication strategies adopted during the
COVID-19 pandemic.
Mishra observed that effective communication goes beyond merely
disseminating information and requires institutions to listen to people,
address their concerns and build public trust. He stressed that coordinated
efforts among government departments and media organisations were essential to
ensure timely and meaningful communication of public welfare programmes.
The meeting was chaired by Mishra, while RIE Bhubaneswar Principal Prof.
Laxmidhar Behera attended as the chief guest.
In his address, Behera highlighted the crucial role of public media in
creating awareness about the introduction of new textbooks under the National
Curriculum Framework (NCF) 2023, with particular emphasis on the Bharatiya Gyan
Parampara. He appreciated the continued support extended by PIB, Doordarshan
and Akashvani and sought their cooperation in publicising RIE's academic,
research and teacher-training initiatives.
The meeting brought together representatives from various central
government departments, scientific institutions and public media organisations
to strengthen communication strategies and explore avenues for better
institutional coordination.
Representatives from the India Meteorological Department (IMD), Ministry
of Health and Family Welfare, Ministry of Micro, Small and Medium Enterprises
(MSME), Doordarshan, Akashvani, Indira Gandhi National Open University (IGNOU),
Indian Institute of Science Education and Research (IISER), Berhampur, and
Central University of Odisha shared their experiences and successful public
relations practices.
The deliberations focused on identifying effective communication models, addressing operational gaps and exploring the possibility of replicating successful outreach initiatives across departments. Participants also discussed ways to enhance the reach of government information and welfare schemes, particularly among people at the grassroots.
The meeting reaffirmed the importance of collective institutional efforts in making public communication more inclusive, responsive and impactful.
