The Inter-Media Publicity Coordination Committee (IMPCC), Shillong today resolved to strengthen coordinated Government communication and further intensify awareness and public participation under the ‘Swachhata Hi Seva’ campaign during its monthly meeting hosted by the North Eastern Institute of Ayurveda & Homoeopathy (NEIAH), Shillong. Representatives of Central and State Government departments, media units of the Ministry of Information & Broadcasting and other public institutions deliberated on strategies to enhance public outreach through greater convergence, effective media engagement and wider dissemination of Government policies and citizen-centric initiatives.
Welcoming the participants, Prof. (Dr.) Vijay Kumar, Director, NEIAH, highlighted the institute’s contribution towards promoting Ayurveda and Homoeopathy through education, healthcare, research and community outreach. He said collaborative platforms like the IMPCC strengthen coordination among Government organisations and facilitate wider dissemination of programmes that directly benefit citizens. He also briefed the participants on NEIAH’s recent academic, clinical and research activities and reaffirmed the institute’s commitment to collaborative public outreach.
As the Convener of the IMPCC, Shri Gopajit Das, Assistant Director, Press Information Bureau (PIB), Shillong, emphasised that effective communication is integral to good governance and the successful implementation of Government programmes. He urged departments to make optimum use of print, electronic, radio, digital and social media platforms and leverage the communication network of PIB, the Central Bureau of Communication (CBC), Doordarshan and Akashvani for wider dissemination of Government initiatives. He also highlighted PIB Shillong’s recent media engagement initiatives while encouraging departments to regularly share success stories and best practices.
During the meeting, participating departments and organisations presented updates on their major outreach activities and forthcoming programmes. Shri B. Basumatary from the Office of the Director of Census Operations, Meghalaya, shared preparations for Census-related awareness campaigns, while Shri Vikas Dahiya of the Reserve Bank of India, Shillong, highlighted financial literacy, digital banking and financial inclusion initiatives. Ms C. Marbaniang from the Programme wing of Akashvani Shillong and Shri Laishram Chingsanglakpa from Akashvani North Eastern Service outlined their public service broadcasting initiatives covering Government schemes, healthcare, agriculture, youth development and environmental awareness.
Dr. Juliana Lyngwa from the Regional Health & Family Welfare Office, Ministry of Health & Family Welfare, briefed the members on Anti-Dengue Month activities and national health programmes, while Shri Thangjalal Lhouvum from the India Meteorological Department (IMD), Shillong, highlighted the dissemination of weather advisories and climate information for disaster preparedness. He also informed the Committee about IMD’s recent initiatives to strengthen weather forecasting and early warning services across the North Eastern Region through improved observation networks, enhanced forecasting capabilities and timely dissemination of impact-based weather alerts.
Dr. B P Singh of ICAR-Agricultural Technology Application Research Institute (ATARI) highlighted technology dissemination, farmer capacity building and extension initiatives being undertaken across the North Eastern Region. He shared updates on the institute’s recent activities, including the observance of National Fish Farmers’ Day, during which awareness programmes and field demonstrations on quality fish seed production were organised for nearly 100 farmers from adopted villages in Ri-Bhoi district. They also highlighted the celebration of the 98th ICAR Foundation Day and the observance of the death anniversary of U Tirot Sing Syiem under the theme ‘Youth and Skill Development’.
Shri. Krishna Kumar from NECTAR informed the Committee about the recent visit of Union Minister of State for Science & Technology, Dr. Jitendra Singh, during which he inaugurated the Centre’s advanced GeoInformatics Laboratory equipped with state-of-the-art drone, LiDAR and geospatial technologies to strengthen geospatial applications and research in the region.
Ms. M. Blah from NIFT Shillong, Shri C. D. Sangma from the Directorate of Information & Public Relations (DIPR), Government of Meghalaya, and representatives of the Central Bureau of Communication (CBC), Shillong also shared updates on their communication, outreach and public awareness initiatives.
During the deliberations, members stressed the need for greater coordination among Government departments in disseminating information on flagship programmes and citizen-centric initiatives. They emphasised timely information sharing, collaborative media engagement and optimum utilisation of traditional and digital communication platforms to maximise public outreach.
A major outcome of the meeting was the unanimous decision of the members to further intensify awareness and public participation under the ‘Swachhata Hi Seva’ campaign in their respective offices and organisations through cleanliness drives, awareness programmes, employee participation activities and coordinated publicity. The members also agreed to share the outcomes and best practices of these initiatives during the next IMPCC meeting.
Following the meeting, NEIAH organised a demonstration-cum-practice session on the ‘Yoga Break at Workplace’ protocol, during which the participants actively practised simple yoga techniques aimed at promoting physical and mental well-being in the workplace. The delegates were subsequently taken on a guided tour of the institute’s teaching hospital, academic facilities, research laboratories and other key facilities.
The Inter-Media Publicity Coordination Committee (IMPCC) is a monthly coordination forum of the Ministry of Information & Broadcasting that brings together Central and State Government departments, Public Sector Undertakings, autonomous organisations and the Ministry’s media units to strengthen inter-departmental coordination and facilitate effective dissemination of Government policies, programmes and public welfare initiatives. The platform promotes the sharing of best practices, coordinated communication strategies and collaborative outreach to enhance public awareness and citizen participation.
