The government is firming up ambitious plans to refurbish its image by highlighting its aims and achievements in rural India, semi-urban areas and moffusil towns.
The government’s media divisions — the Press Information Bureau (PIB), All India Radio (AIR), Doordarshan and the Directorate of Audio Visual Publicity (DAVP) — are being mobilised for the campaign.
Expectedly with more money being pumped in, the government’s latest PR and media initiative is expected to translate into more and bigger public information camps with greater outreach than before, and more tours by ministers especially in the corners of the country.
“The stress would be on states where the UPA is not in power and states that are claiming central schemes to be their own,” said a PIB official. Gujarat is going for state assembly polls in November and Karnataka in 2013.
“The strategy is to invigorate the PIB and other government media divisions for an image makeover and brand building of the government,” said another official who attended a conference of regional PIB heads and branch officers being held at the PIB headquarters here.
The government’s initiative is significant against the backdrop of the looming general elections. Moreover, many major and minor scams being reported from across the country have dented the government’s image.
Recently, cabinet secretary Ajit Seth had also written a letter to all ministries and departments, pointing out that “vast resources available with the Prasar Bharati in the form of DD and AIR should be suitably utilised to inform the public about the government’s policies.”
Other measures already in place include the use of websites like Facebook and Twitter for increasing the government’s interface with the public.