For better publicity, Centre to use street plays, social media

Not happy with bland press briefs doled out by ministries, the Narendra Modi government has decided to scale up its communication paraphernalia to publicise Cabinet decisions.

From roping in “influencers” and “prominent voices” who have worked on a particular issue to organising “nukkad nataks” and putting up hoardings for last mile publicity, sending personalised SMSes, WhatsApp and video messages — the Cabinet Secretariat has directed all central ministries to leverage the “range and reach” of mass, social and personal medias to aggressively communicate a cabinet decision.

The cabinet secretariat has also amended its handbook on writing cabinet notes and incorporated these new measures, which will now become part of the drill.

Along with their cabinet note, respective ministries will have to send a detailed communication plan with focus on specific target groups, beneficiaries and regions, a May 19 communiqué issued by the cabinet secretariat reads.

“With assembly elections due in several states and parliamentary elections two years away, it is clear that the government does not want to leave anything to chance to showcase its work.” “Where the cabinet/CCEA decision furthers the philosophy of the government such as Minimum Government Maximum Governance, Sabka Saath Sabka Vikas, Ek Bharat Shresth Bharat…this aspect may be highlighted by the ministries/departments in their communication plan,” the cabinet secretariat’s

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