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Bhubaneswar, October 9, 2026L Odisha Samachar) 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.” Prof. Anand Pradhan, Regional Director, Indian Institute of Mass Communication (IIMC), Dhenkanal, discussed the changing dynamics of public communication in the digital and AI era.
Tracing the transition from legacy media to digital platforms and Artificial Intelligence (AI), Prof. Pradhan spoke about the need for government information officers to adapt to evolving technologies and audience behaviour. He explained the shift from Search Engine Optimisation (SEO) to Machine Discovery Optimisation, underlining the importance of making official information discoverable in AI-driven information ecosystems.
He stressed the need to tailor content to diverse stakeholders and social media platforms, each with its distinct audience and communication style. Discussing the attention economy, he pointed to the challenge of ensuring that accurate and credible information reaches citizens amid the speed, abundance and fragmentation of digital content.
The session also addressed the growing threats posed by misinformation and deepfakes. Prof. Pradhan called for rigorous verification before disseminating information, timely responses to misleading content and responsible use of technology to counter false narratives and preserve public trust.
Speaking about the shift from broadcast to narrowcast communication, he noted the growing importance of video and platform-specific storytelling. While a press release serves as an official document, a reel offers an experience, he observed. He added that social media must go beyond information dissemination to build communities and foster meaningful engagement with citizens.
An interactive question-and-answer session enabled officers to discuss real-life scenarios and explore ways to ensure the accuracy, visibility and credibility of information in an increasingly algorithm-driven media environment.
Shri Sanjay Kumar Biswal, Director, Information and Public Relations Department, felicitated Prof. Anand Pradhan.The session was moderated by OIS officers Shri Anshuman Sahoo and Ms. Krushnakesi Baliarsingh.
The session reinforced the importance of adapting government communication strategies to emerging digital trends while upholding accuracy, accountability and public trust.
