Paperman Media | Bhubaneswar, October 9, 2026
The second technical session of the day-long orientation programme for Odisha Information Service (OIS) officers focused on “Social Media Trends: Opportunities and Challenges for Government Information Officers,” highlighting the growing role of Artificial Intelligence (AI) and digital platforms in public communication.
Prof. Anand Pradhan, Regional Director of the Indian Institute of Mass Communication (IIMC), Dhenkanal, addressed the participants on the transformation of communication from traditional media to digital platforms and AI-driven information systems. He emphasised the need for government information officers to adapt to emerging technologies and changing audience behaviour.
Explaining the shift from Search Engine Optimisation (SEO) to Machine Discovery Optimisation, Prof. Pradhan highlighted the importance of making official information accessible and discoverable in AI-powered digital environments. He stressed that content must be tailored to different audiences and social media platforms to ensure effective communication.
The session also examined the challenges of misinformation, deepfakes and the rapid spread of unverified content. Prof. Pradhan underscored the importance of fact-checking, timely responses and responsible technology use to safeguard credibility and public trust.
Highlighting the transition from broadcast to narrowcast communication, he noted that video content and platform-specific storytelling are becoming increasingly important. While a press release serves as an official document, a reel offers an experience, he observed, adding that social media should foster meaningful citizen engagement and community building.
An interactive question-and-answer session allowed officers to discuss practical communication challenges. Shri Sanjay Kumar Biswal, Director of the Information and Public Relations Department, felicitated Prof. Pradhan. OIS officers Shri Anshuman Sahoo and Ms. Krushnakesi Baliarsingh moderated the session.
The programme reinforced the need for credible, transparent and technology-enabled government communication in the evolving digital landscape.
