Role of Indian Information Service (IIS) in managing Govt. PR.

PR in the Govt. is quite different from PR in the corporate world. Friends’ Govt. is an organ created by the statute and formed by We, The Public. The public for the government is wide and complex. It is composed of various groups of publics such as professionals, political parties, weaker sections, employees and other cross sections of society. Intimate and mutual knowledge of society’s various components is a major thrust of the Govts. at the centre and state levels. The public varies and due to its complex nature appropriate and focussed PR and communications activities – campaigns are the only key to the success of every development and welfare scheme of the Govts. That’s why Govt. PR, which is a highly specialized area, has sprung into vital prominence.

Key Objectives of PR in Government

 i. Constant public relations efforts to maintain high level of confidence and trust of public on government.

ii. Keeping the public aware of its plans, policies, its future prospects, the quality of service and effective use of public funds and the extent of public support and cooperation needed.

iii. Reporting on progress, development and achievements quickly, correctly and timely on events, benefits, physical and financial progress.

iv. Undertaking education, information and entertainment activities particularly in rural and backward areas through electronic mass media like films, overhead projectors, mobile vans, street plays etc.

v. To project major problems of the government and also talking about the methods in which the problems are solved.

vi. To narrow down the gap in outlook between urban and rural life and also in between one linguistic or ethnic group and others.

vii. To undertake publicity and information exchange so as to inculcate the feeling of oneness throughout the country.

viii. To maintain high level of confidence, trust in the government’s role towards social, economic, political and international issues.

ix. To shape public opinion and support opinion leaders. 

Mediums of PR & Communication of Govt. of India.

The various mediums of communications that are available for doing the Government PR are as follows:

Ø Doordarshan 

Ø All India Radio (AIR)

Ø Directorate of Film Festivals

Ø Bureau of Outreach & Communication (erstwhile DAVP, DFP, S&DD)

Ø Regional Outreach Bureaus

Ø National Centre of Films for Children and Young People

Ø Registrar of Newspapers of India

Ø Central Board of Film Certification

Ø Photo Division

Ø Press Information Bureau

Ø Publications Division

Ø Films Division

Ø National Film Development Corporation (NFDC)

Ø Press Council of India

PR & Communication Activities Designed for the Government(s)

ü Press Publicity

ü Field Publicity

ü Songs and Drama

ü Advertising

ü Publications

ü Exhibitions

ü Information Centres

ü Feedback services

ü Community activities 

ü Listening Cell

ü Film Production

ü Multimedia Campaigns

ü Tourism Activities

ü Cultural Affairs

ü Rural Mass Communication

ü Library Activities

ü Audio- video publicity

ü Research

ü Awards & Rewards

Dear readers, Central Civil Services of Govt. of India are classified into two groups – Group A and Group B. Indian Information Service (IIS) is a central civil service under Group A and in Group B as well of the Central Civil Services of the executive branch of the Government of India.  The Group A officers are appointed by the Hon’ble President of India and Group B officers are appointed by the authorities specified by a general or special order of the Hon’ble President. Group ‘B’ Services include the Central Secretariat Service (CSS).

Indian Information Service (IIS) was established as an organized central service named Central Information Service (CIS) on 1 March 1960. Prior to 1960, these posts were manned by officers recruited separately by each media unit. In 1987, CIS was bifurcated into IIS Group ‘A’ and IIS Group ‘B’. IIS Group-A officers are selected through two modes;

Ø Direct recruitment through Civil Services Exam conducted by UPSC for recruitment to the various Civil Services of Govt. of India.

Ø Through promotion to IIS Group – A from the Senior Grade officers of IIS Group – B. IIS officers work in media organizations which are under the direct control of Ministry of Information and Broadcasting such as Prasar Bharti, DD News, All India Radio, Press Information Bureau etc. IIS officers are also posted to various Ministries as official spokespersons to handle the Ministry’s information and communication needs.  

PR is a two- way communication therefore, IIS officers act as a link between the Govt. of India and the people of India by way of disseminating vital information and communicating various policies and schemes of the Govt.  to the public at large. IIS officers also gather meaningful feedback from the public on the prevailing govt. schemes and policies etc. and share the same with their suggestions to the Govt. for the formulation of apt policies. IIS officers act as the bridge of communication between the Government of India and the Public.

By its very nature of handling the information and communication, IIS enjoys a great diversity in its nature of work and responsibilities. Some of the responsibilities are listed hereunder;

·      Planning of the communication – media strategy and its execution through effective media campaigns to publicize various developmental programmes – welfare schemes of the Govts.

·      Issuing press releases, organizing of press conferences, media briefings, coordinating with the media and addressing queries of the media.  

·      Preparation of audio – visual publicity campaigns on the various activities and policies of the Govt. using different mass media tools.

·      Control, supervision and guidance to News Services units of AIR and DD News including regional news units.

·      Administration and coordination work of PIB.

·      Guiding, supervising and controlling the field publicity units of the Govt.  

·      Handling legal issues relating to the verification of titles, registration and circulation of Newspapers in India.

·      Monitoring of media coverage and analyzing public perception.

·      Managing social media platforms and online communication channels.

IIS Officers are considered to be well conversant with the latest trends in media and communication industry, media tools, PR tools, image and perception management, managing mindsets of the people, and managing the media including new or digital media.

To conclude; Indian Information Service is one of the prestigious civil services that offers a dynamic and challenging career in the field of PR, communication and the media. Govt. at the Central and State Govts. across the country have established PR Depts. for better communication and relations with the public and to act as a liaison between the government and the public.  Considering the diversity of culture and traditions of BHARAT, it is necessary to establish and maintain harmonious and mutually beneficial relations between the Govt. at the centre – state govts. and the public spread across BHARAT at large by inculcating a feeling of oneness by following the principle of “Sabka Saath – Sabka Vikas – Sabka Vishwas” throughout BHARAT.

Author Name: Suresh Gaur – PR Guru

World Record Holder, Doctor of Letters (HC) D. Litt. in PR, Certified Banker, Public Relations Consultant, Motivational Speaker, Author, Blogger, StoryTeller, Influencer.

The above article and the views expressed are those of the author and do not represent the stand and views of FNN News editorial in any manner.