Srinagar, Jammu and Kashmir | October 30, 2026 : Director Information Mamta Yadav chaired a comprehensive review meeting to assess the functioning of District Information Centres (DICs) across the Kashmir Division, emphasising the need to strengthen district-level information dissemination, improve media coordination and ensure effective coverage of government activities, developmental initiatives and public welfare schemes.
The meeting focused on improving the performance of district information units, expanding public outreach through digital platforms, strengthening coordination with local media and ensuring that verified information reaches people in a timely, accurate and accessible manner.
🏛️ SENIOR OFFICERS PARTICIPATE IN THE REVIEW MEETING
The meeting was attended by senior officers of the Department of Information and Public Relations (DIPR), including:
- Dr. Zahoor Ahmad Raina — Joint Director Information (Headquarters)
- Syed Shahnawaz Bukhari — Joint Director Information, Kashmir
- Javid Ahmad Rather — Deputy Director Information (PR/AV)
- Mohammad Rafiq Zullah — Deputy Director (PR), Kashmir
- Zubair Ahmad — Deputy Director (Headquarters), Kashmir
The Cultural Officer, Field Publicity Officer, District Information Officers from across the Kashmir Division and other concerned officials were also present.
📊 COMPREHENSIVE ASSESSMENT OF DISTRICT INFORMATION CENTRES
During the meeting, Mamta Yadav reviewed the overall functioning and performance of the District Information Centres, examining several key areas:
🔹 Publicity activities and media outreach
🔹 Coverage of government programmes and field-level activities
🔹 Infrastructure and manpower requirements
🔹 Coordination with district administrations and government departments
🔹 Timeliness, consistency and quality of departmental publicity
The review was aimed at identifying areas requiring improvement and reinforcing the role of district information units in communicating government initiatives and public welfare programmes.
🗣️ “DICS ARE THE FACE OF DIPR AT THE GRASSROOTS LEVEL”
Emphasising the importance of District Information Centres, Mamta Yadav described them as the grassroots communication network of the department.
She said their responsibilities extend beyond the dissemination of official information, as they also serve as an important link between the administration, media organisations and the public.
The Director stressed that every district unit must function with dedication, professionalism and a clear sense of responsibility to ensure that information about government policies, developmental programmes and welfare initiatives reaches the intended audiences effectively.
📱 DIGITAL MEDIA AND PUBLIC ENGAGEMENT TO BE STRENGTHENED
Highlighting the changing media landscape, Mamta Yadav called for a more dynamic, result-oriented and responsive approach to public communication.
She urged district officers to make effective use of digital and social media platforms alongside conventional publicity channels, including print and electronic media, to widen outreach and encourage greater public engagement.
The Director emphasised that timely and credible information is fundamental to effective communication. She called for verified information to be shared through appropriate platforms, while ensuring factual coverage of government achievements and initiatives.
🤝 BETTER COORDINATION WITH LOCAL MEDIA AND DISTRICT ADMINISTRATIONS
Mamta Yadav underscored the importance of proactive engagement with local media organisations and maintaining cordial, professional relationships with journalists and media representatives.
She also called for closer coordination between District Information Centres, district administrations and concerned government departments to ensure comprehensive coverage of:
- Important government events and official programmes
- Public outreach initiatives
- Developmental activities and milestones
- Public welfare schemes
- Activities and achievements at the district level
Such coordination, she emphasised, is essential for improving the consistency and reach of departmental communication.
🌟 LOCAL SUCCESS STORIES AND CULTURAL HERITAGE TO RECEIVE GREATER ATTENTION
Calling for innovation in publicity activities, the Director encouraged district units to identify and highlight stories that reflect development, local achievements, cultural heritage and public participation.
She stressed that communication should not be restricted to official functions and ceremonies. Instead, it should also bring attention to the impact of developmental initiatives on the ground.
“Every district has its own stories of development, innovation and public participation,” she said, urging officers to identify these stories and share them through print, electronic and digital media.
The approach is intended to give greater visibility to district-level achievements, community initiatives and culturally significant activities.
✅ ACCOUNTABILITY, MONITORING AND PROFESSIONAL STANDARDS
The Director also called for stronger accountability and regular monitoring of the work undertaken by District Information Centres.
She directed officers to:
🔸 Maintain regular communication with departmental headquarters.
🔸 Ensure timely submission of reports.
🔸 Improve the quality and consistency of publicity material.
🔸 Adhere to professional standards while carrying out official responsibilities.
🔸 Strengthen coordination to ensure comprehensive and accurate coverage.
These directions underline the importance of consistent reporting, professional conduct and effective supervision across the district-level information network.
💡 TOWARDS A TECHNOLOGY-DRIVEN AND PEOPLE-CENTRIC DIPR
Reiterating her commitment to strengthening the institutional capacity of the Department of Information and Public Relations, Mamta Yadav said a coordinated, responsive and technology-driven approach would be central to improving departmental communication.
She urged all district units to work with renewed commitment and ensure that the DIPR continues to function as a reliable bridge between the Government and the people.
📌 KEY HIGHLIGHTS
✅ Comprehensive review of District Information Centres across Kashmir Division.
✅ Focus on government publicity, media outreach and field-level coverage.
✅ Greater use of digital and social media platforms.
✅ Improved coordination with local media and district administrations.
✅ More visibility for local development stories, cultural heritage and public-oriented initiatives.
✅ Stronger monitoring, accountability and timely reporting.
📰 CONCLUSION
The review meeting placed emphasis on strengthening the role of District Information Centres as a vital channel for communication between government institutions and the public.
With a renewed focus on digital outreach, verified information, professional media engagement and district-level success stories, the department aims to make its communication more coordinated, responsive and accessible.
Effective public communication is not only about sharing information — it is also about ensuring that credible information reaches people, reflects developments on the ground and helps connect public institutions with the communities they serve.
