SRINAGAR: Director Information Mamta Yadav on Friday reviewed the functioning of District Information Centres (DICs) across Kashmir Division, directing officials to strengthen media coordination, improve digital outreach and ensure timely dissemination of verified information.
Chairing a review meeting, Yadav assessed the publicity activities, field-level coverage, media outreach, infrastructure and manpower requirements of the district centres.
The meeting was attended by Joint Director Information (Headquarters) Dr Zahoor Ahmad Raina, Joint Director Information Kashmir Syed Shahnawaz Bukhari, deputy directors and District Information Officers from across the division.
Yadav said the district centres served as a link between the administration, media and the public, and stressed the need for professional and timely communication about government policies, development initiatives and welfare schemes.
She directed district officers to make greater use of digital and social media platforms alongside conventional publicity channels to expand outreach and improve public engagement.
The director also called for stronger coordination with district administrations and other departments to ensure coverage of government programmes, public outreach activities and developmental works.
Emphasising the need to highlight local achievements, she asked officials to identify success stories, developmental milestones, cultural heritage and initiatives with public relevance for dissemination through print, electronic and digital media.
Yadav stressed the importance of regular monitoring, accountability and professional standards, directing district units to maintain communication with headquarters and submit reports on time.
She said a coordinated and technology-driven approach was necessary to improve the effectiveness of the Department of Information and Public Relations (DIPR) and strengthen its communication with the public.
