Shillong: The Inter-Media Publicity Coordination Committee (IMPCC) Meeting was held today in Shillong, under the aegis of Press Information Bureau, Shillong bringing together representatives from various Central Government departments, higher education institutions, media units, and defence and public sector organisations to strengthen coordination and enhance public communication strategies.
Addressing the gathering, Kripa Shankar Yadav, Additional Director General (NEZ), Ministry of Information & Broadcasting emphasised that the IMPCC platform is intended to foster regular interaction, networking, and collaboration among departments. He highlighted the importance of coordinated communication efforts and underlined the role of the Press Information Bureau (PIB) and Central Bureau of Communication (CBC) as a designated platform for disseminating government information and managing public relations effectively. He also spoke on handling media challenges, including negative coverage, and stressed the need for better coordination among Central Government offices and encouraged departments to work closely with PIB and other media units, including Doordarshan and Akashvani, for wider outreach. He further suggested holding such interactions periodically to ensure sustained engagement and impactful communication.
Welcoming the participants, Gopajit Das, Assistant Director, PIB Shillong, highlighted the objectives of the meeting and reiterated PIB’s role in maintaining a strong and cordial relationship with media organisations in the state. He provided an overview of PIB’s activities, including organising Vartas and Vartalaps, and invited departments to actively utilise these platforms for promoting their initiatives. He also briefed participants on media outreach initiatives such as press tours, which facilitate wider exposure of developmental activities through journalists from across the country.
A round of introductions was conducted during the session, wherein representatives from various departments shared their roles, objectives, ongoing initiatives, and the challenges faced in communication and outreach. The interaction focused on building stronger communication channels and improving coordinated media strategies.
The Public Relations Officer of Assam Rifles, Lt. Col Vikas, appreciated the IMPCC platform as a valuable initiative, noting that such meetings facilitate interaction and collaboration among departments. He acknowledged PIB’s support in disseminating information related to their activities and emphasised the need for more such engagements.
Ms. M. Blah, Assistant Professor and Corporate Cell Coordinator, NIFT Shillong, highlighted the institute’s work in collaboration with the Ministry of Textiles for the promotion and upliftment of traditional crafts and handloom. She appreciated the platform for enabling networking and shared the challenges faced in terms of communication and also requested guidance on strengthening engagement with PIB for wider media coverage.
Dr. Atiqur Rahman, Regional Director, from the regional office of the Ministry of Health and Family Welfare elaborated on the office’s role in coordinating and supervising national health programmes in the state. He noted that PIB plays a crucial role in disseminating health-related information, especially during public health situations, and pointed out challenges such as language and accessibility, which require continued support.
B. Zoramthangi, Head of Programme, Akashvani Shillong, informed the importance of media in creating awareness about government schemes and programmes. She also highlighted Akashvani’s role in broadcasting information related to health, defence recruitment, and women-centric initiatives, and emphasised that greater collaboration among departments would benefit the public.
Mr. Hemango K. Dutta, Corporate Affairs & Public Relations, IIM Shillong, spoke about the need for wider media engagement to enhance the visibility of institutional activities. He highlighted the importance of publishing both regular news and feature-based content and expressed the need for broader outreach and coverage in the national press beyond the region, including Hindi media platforms.
Representatives from the India Meteorological Department (IMD), Rivertis Parong and Satyendra Kumar, shared their insights on weather forecasting challenges in the region and highlighted initiatives such as Mission Mausam aimed at improving meteorological services in the North East. They also acknowledged the role of PIB in strengthening communication and outreach efforts.
A representative from North Eastern Institute of Ayurveda & Homoeopathy, Ministry of AYUSH spoke about its mandate of promoting traditional systems of medicine and providing accessible healthcare through Ayurveda and allied practices. Representatives from the regional offices of Science and Technology highlighted the availability of technology support systems in the North East, including research and development initiatives and communication programmes aimed at regional development.
Representatives from the Directorate of Information and Public Relations (DIPR), Government of Meghalaya, Akashvani, North Eastern Institute of Ayurveda & Homoeopathy (NEIAH), North East Centre for Technology Application and Reach (NECTAR), Soil and Water Conservation Department, staff of PIB and CBC officials and other government offices were also present at the meeting.
The meeting concluded with deliberations on existing challenges, along with interactive exchanges that facilitated networking and enhanced coordination and strengthened communication among stakeholders.
