New Delhi: The ministry of information and broadcasting (I & B) Monday stressed on attainting greater integration of all media units under the ministry in order to further amplify government communication.

Addressing the Second All India Annual Conference of Indian Information Service Officers, organized here at Pravasi Bhartiya Kendra, the minister Prakash Javadekar advised the IIS officers to focus on communicating the government policies and programmes and also the feedback. He urged them to avoid working in silos and instead adopt a unified approach to communication through working in tandem with officers of sister media units of the ministry. He suggested forging relations with institutions of mass communication and utilizing the talent pool available through internship programmes to harness the imagination of youngsters in making government communication more interesting and in tune with the changing demands.

The Conference included sessions on Adoption of Integrated and Theme Based Communication Approach; Regional Expansion of Social Media and use of Integrated Dashboard; Adoption of Government Communication Impact Assessment Framework; Roadmap for celebration of 550th Anniversary of Guru Nanak, 150th Anniversary of Mahatma Gandhi, 75 Years of India’s Independence and Golden Jubilee Edition of International Film Festival of India. A Performance Review of Media Units under the Ministry of Information & Broadcasting was also conducted during the Conference.

Speaking in the inaugural session, I&B secretary Amit Khare said that there is a necessity to shift government communication from segregated ministry-wise approach to a holistic, thematic approach, which is citizen-centric in nature. He also said that the IIS Officers need to push for greater adoption of digital outlook in communication, giving the example of exploring the possibility of issuing media releases with short embedded videos instead of press releases.

The Conference was attended by Senior IIS Officers from all across the country, along with officials of the Ministry of Information & Broadcasting, Prasar Bharati and Indian Institute of Mass Communication.