NEW DELHI: Information & Broadcasting Minister M Venkaiah Naidu said the principal objective of public communication is to make people informed participants and enthusiastic partners in the task of nation building.

Effective public communication was the backbone for change management and thus all officials of the Ministry and its Media Units were important stakeholders in this process as agents of change.

Addressing the Officers of Ministry and Media Units, Naidu said “technological advances had revolutionized the way we communicate with each other” and there was a need to fully harness Social Media platforms like Twitter, Facebook for effective communication and participatory development.

Minister of State Rajyavardhan Rathore, Secretary Ajay Mittal and Media Heads were present on the occasion.

The Minister said there was vast scope for improvement of effective functional linkages among different media units of the Ministry including Press Information Bureau, Publications Division, Directorate of Field Publicity, Directorate of Advertising and Visual Publicity, Films Division, All India Radio and Doordarshan. This would ensure a comprehensive and integrated outreach of the Government initiatives.

The Minister said it was imperative to realize the importance of communication in achieving the mission of making of a developed India and the celebration of India in its diverse and rich cultural traditions.

He said the Government priorities were clear in the context of expectations from officials which included focus on Results, Transparency, Accountability, Discipline and Enabling work environment.