Info Minister for professionalizing DIPR to re-orient it with fast-changing media scenario

Srinagar/May,24: Stressing the need to bring professionalism in the functioning of the Department of Information & Public Relations (DIPR), Minister for Food, Civil Supplies and Consumers and Public Relations (FCS&CA) and Information, Choudhary Zulfkar Ali Thursday said the Department needs to gear-up its men and machinery to effectively highlight the developmental and welfare initiatives undertaken by the present Government.
Speaking at the maiden review meeting of the DIPR here this morning, the Minister said the Department acts as a bridge between the people and the government as it keeps the public updated about various developmental and welfare initiatives taken by the Government. “While the Department is doing a commendable job, there is still scope for improvement in the overall functioning of the department by professionalizing its functioning and creating synergy between the other wings including “Audio-Visual” and “Cultural” wings.
Urging for “out of box” thinking, the Minister said the department apart from releasing press releases daily should make use of maximum of its available resources for publicizing Government’s programs and policies.
The Minister called for energizing the Audio-Visual wing of the Department given the vast expansion of the electronic media in the State. He asked the concerned to coordinate with all the line departments and get the requisite data to be highlighted through electronic media in the larger public interest.
Zulfkar Ali asked to bring more creativity in the working of Cultural wing. He said the wing needs to think on modern lines so that information about various developmental schemes started by Government could reach to masses. Besides, asking to dramatize the intended message for making message interesting, the Minister said the content of dramas or shows done by the wing should highlight both national schemes like Beti Bachao Beti Padhao, Pradhan Mantri Ujjwala Yojana, or state schemes like Mufti Mohammad Syed Food Entitlement scheme.
The Minister also asked the concerned officers that the cultural wing from now on would formulate a quarterly program through which the department would make people aware of the activities of the Government.
Quoting examples from various states, the Minister said if states like Punjab, Haryana, and Gujarat can project whatever, resources they have there, J&K being a world famous scenic place should be able to project itself in a much better manner. He said the onus of this projection lays lies with DIPR.
The Minister also directed to hold regular “Photo Exhibitions” in the State based on various themes showcasing the various aspects of Jammu and Kashmir.
During the meeting, the Minister was briefed about the shortage of human resource in the department. He said the Department would be strengthened by way of professional human and infrastructure to ensure prompt and timely information dissemination. He also called for cadre management and rationalization of the human resource in the Department.
Calling for strengthening the liaison with the media, the Minister said he would like to have personal interactions with media fraternity and seek their suggestions and feedback on improving the relations with them.
The Minister also reviewed the functioning of the Advertisement Wing of the Department and called for judicious distribution of advertisements.
Secretary Information, M H Malik, Additional Secretary Information, R K Katoch, Joint Director Information (Headquarters) Abdul Majid Zargar, Joint Director Information Jammu  Manisha Sarin, Joint Director Information Kashmir, Zahoor Ahmad Mir, Deputy Director Information (PR) Directorate, Sheikh Zahoor, Deputy Director (PR) Kashmir, Farooq Ahmad Baba and Deputy Director (PR) Jammu Avleen Kour besides other officers were present in the meeting.