Raipur, January 12, 2026 : Emphasising the growing role of artificial intelligence in public communication, Dr Ravi Mittal, Joint Secretary to the Chief Minister and Commissioner, Public Relations Department, said that the use of AI and modern technology can help officers deliver better results with significantly less effort. He urged public relations officers to focus on developing exclusive stories and ensure their wide dissemination across all media platforms.
Dr Mittal said that officers whose stories are published at the national or state level will be encouraged and formally recognised. He was speaking at a two-day state-level skill enhancement workshop on “New Challenges in Public Relations”, organised to strengthen the professional capabilities of public relations officers. The workshop was held at the Samvad Auditorium in Nava Raipur.
Highlighting the changing landscape of information dissemination, Dr Mittal said that the mediums of communication are evolving rapidly. New technologies are constantly emerging, and public relations officers must adapt to these tools to ensure authenticity, quality, and timely delivery of information. He stressed the need to go beyond print media and make effective use of electronic, digital, and social media platforms to convey government decisions and policies to the public. For this, he said, officers must remain updated with the latest technologies.
He also underlined the importance of engaging journalism students by offering internship opportunities within the Public Relations Department, calling it a mutually beneficial step for both students and the department.
During the inaugural session, senior officials including Additional Directors Jawaharlal Dario, Sanjeev Tiwari, Umesh Mishra, and Alok Dev spoke on the importance of clear, simple, and time-bound communication in public service. Participants were briefed on the structure of the two-day sessions and the expected outcomes. The officials noted that the workshop aims to make public relations more effective, modern, sensitive, and people-centric through improved news writing, television engagement, and strategic use of social media.
The first day of the workshop began with a session on “Reader-Friendly Writing and Making Government News Engaging”, led by Shiv Dubey, Editor of Dainik Bhaskar. He guided participants on identifying key public-interest elements in government orders and information, using simple and accessible language, and crafting effective headlines and lead paragraphs. He also discussed the structure of press releases, appropriate use of quotations, and the importance of balanced and timely communication with the media during crises.
In the second session, Akashvani News Editor Vikalp Shukla explained the working style of television media. He shared insights on presenting government schemes and programmes as visual stories, essential elements for TV coverage, delivering concise camera bites, and the importance of fact sheets.
The third session focused on social media and the use of AI tools. Digital marketing and AI expert Rakesh Sahu demonstrated the effective use of AI-based digital tools for photo and video editing.
In the final session of the day, retired Director of the Public Relations Directorate, Bhopal, Lajpat Ahuja, shared practical insights on PR toolkits, stakeholder management, and emergency communication or crisis communication strategies. Public relations officers from across the state participated actively in the workshop.
