The Odisha Information Service (OIS) conducted an orientation session focusing on “Social Media Trends: Opportunities and Challenges for Government Information Officers.”
The technical session aimed to modernise public PR strategies in an increasingly digital and AI-driven media environment.
Delivering the keynote address, Prof. Anand Pradhan, Regional Director of the Indian Institute of Mass Communication (IIMC), Dhenkanal, detailed the shift from legacy media to digital platforms and Artificial Intelligence. He emphasised moving from Search Engine Optimisation (SEO) to Machine Discovery Optimisation, ensuring public information remains accessible within AI ecosystems.
Prof. Pradhan urged officers to tailor content across varied social media channels to navigate today’s attention economy effectively. Addressing the challenges of digital speed and content overload, he highlighted the growing threats posed by deepfakes and misinformation. He called for strict pre-dissemination verification, rapid response mechanisms, and responsible technological application to preserve public trust.
Highlighting the evolution from broadcast to narrowcast communication, Prof. Pradhan noted the power of visual storytelling. “While a press release serves as an official document, a reel offers an experience,” he remarked, encouraging officers to build active online communities rather than merely broadcasting news.
The session featured an interactive Q&A where officers discussed real-world scenarios regarding credibility, verification, and algorithmic visibility.
The event concluded with Shri Sanjay Kumar Biswal, Director of the Information and Public Relations Department, felicitating Prof. Pradhan. Moderated by OIS officers Shri Anshuman Sahoo and Ms. Krushnakesi Baliarsingh, the orientation reinforced the necessity of adopting modern technology while maintaining strict accuracy, accountability, and public confidence.
