Shimla, Jul 23 (UNI) Himachal Pradesh Chief Minister P K Dhumal today underlined the need to upgrade the knowledge and skills of public relations (PR) professionals by imparting them regular training.
Presiding over the review meeting of Information and Public Relations Department here, he said that "in the present era of information technology, dissemination of information has become easy but it has made the role of PR professionals more challenging and competitive." "Unless the PR professionals regularly update their knowledge and skills and keep themselves abreast with latest developments, they would suffer in comparison with their more informed counterparts to whom they are required to cater to," he said.
"The technology is only an enabling tool and the real work has to be done by the persons handling these tools and using the technology." He assured that funds would be no constraint in smooth and dynamic functioning of the department.
He directed the department to produce quality publicity material and ensure its judicious and equitable distribution to the target groups.
More features of human interest and soft stories should be prepared and fed to electronic and print media and evaluation of developmental policies and programmes should also be done for effectively disseminating the desired information and inputs to the masses, he added.
He said the departmental publication Giriraj Weekly should carry more educative articles and features so as to make it more acceptable amongst the students.
He directed the officers of Giriraj to tie-up with contractors and offices of the departments including PWD and IPH, HPSEB, Tourism etc to increase the circulation of the weekly.
The media had been playing its role in moulding the public attitude and it would depend upon the PR professionals how to make its positive use, he said.
The PR professionals should maintain regular contact with the masses at grassroots level to make PR a two-way traffic.
Earlier, the Chief Minister dedicated the Electronic News Display Boards installed by the department at Hamirpur, Bilaspur, Kullu and Shimla by clicking the button.
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