Bhubaneswar: Adapting government communication to the rapidly evolving digital and artificial intelligence (AI) landscape while safeguarding accuracy and public trust was the focus of the second technical session of a day-long orientation programme for Odisha Information Service (OIS) officers.
The session, titled “Social Media Trends: Opportunities and Challenges for Government Information Officers,” was led by Prof. Anand Pradhan, Regional Director of the Indian Institute of Mass Communication (IIMC), Dhenkanal. He discussed the changing dynamics of public communication, highlighting the need for information officers to adapt to emerging technologies and evolving audience behaviour.
Tracing the transition from traditional media to digital platforms and AI-driven communication, Prof. Pradhan explained the shift from Search Engine Optimisation (SEO) to Machine Discovery Optimisation. He emphasised the importance of ensuring that official government information remains accessible and discoverable in an increasingly AI-driven information ecosystem.
He also stressed that communication strategies must be tailored to different audiences and social media platforms, each of which has its own audience preferences and communication style. Referring to the attention economy, he highlighted the challenge of ensuring that accurate and credible information reaches citizens amid the growing volume, speed and fragmentation of digital content.
The session also examined the rising risks associated with misinformation and deepfakes. Prof. Pradhan underscored the importance of rigorous verification before sharing information, responding promptly to misleading content and using technology responsibly to counter false narratives and protect public trust.
Discussing the shift from broadcast communication to narrowcast approaches aimed at specific audiences, he highlighted the growing importance of video content and platform-specific storytelling. He observed that while a press release serves as an official document, a reel offers an experience, stressing that social media should go beyond the dissemination of information to build communities and encourage meaningful engagement with citizens.
An interactive question-and-answer session provided participating officers an opportunity to discuss real-life communication challenges and explore ways to improve the accuracy, visibility and credibility of government information in an increasingly algorithm-driven media environment.
Sanjay Kumar Biswal, Director of the Information and Public Relations Department, felicitated Prof. Pradhan. The session was moderated by OIS officers Anshuman Sahoo and Krushnakesi Baliarsingh.
The session reinforced the need for government information officers to keep pace with emerging digital trends while maintaining accuracy, accountability and public trust in official communication.
