The Modi government is set to launch an extensive media campaign to mark its two years in power. In a cabinet meeting Wednesday, all ministries were asked to prepare e-books to publicise their achievements.
The ministries had earlier compiled their achievements when the government completed six months in December 2014. While some had outsourced the job to professional firms, those who did the job in-house churned out an average product. In Wednesday’s meeting, lengthy discussions were held on the content of the e-books that would be released this time.
Plans for marking two years of the government have been in the pipeline for sometime now. MoS Information & Broadcasting Rajyavardhan Rathore chaired a meeting on it last month, while another was chaired by I&B secretary Sunil Arora.
The publicity plan of the government hinges on increased virtual and real interfaces between the government and the people through campaigns which would take place over several days. Also, fairs would be held to disseminate information on various government schemes.
In a meeting chaired by Director General, PIB, earlier this week, a detailed action plan was drawn up and ministries asked to submit a list of their achievements in a fixed format. The deadline for submission is already over and ministries have now moved on to the next phase of planning e-books, among other initiatives.
“The important success stories pertaining to various departments marking individuals or communities should be collected. These should also be kept for the purpose of dissemination through various media platforms of PIB especially social media. Success stories by the beneficiaries themsleves may be provided with photographs and credentials of beneficiaries,” reads the instructions given out to various ministries.
Like last year, ministers and secretaries have been asked to reach out to both electronic and print media through one-on-ones, press conferences, media tours et al. But this time, the new element is the emphasis on getting real people to tell the government’s story. The ministries have been asked to ensure that these stories carry a local flavour, in contrast to the usual approach of government media campaigns, so that people connect to them.
PM Narendra Modi’s preference for what is called “new media” is well-known, which is why social media forms a very important part of the outreach plan. “Best use of social media platforms must be made. Social media cell must be provided materials in the form of photographs, audio and video clips, tweets etc for dissemination. These may also include infographics, tables,” reads the instructions.