Shillong:The 2nd Annual North East Zonal Conference of Press Information Bureau (PIB) and Central Bureau of Communication (CBC) under Ministry of Information and Broadcasting, Government of India, began today in Shillong, Meghalaya. The two-day conference aims to build capacity, promote greater synergy among field units, and ensure that communication strategies in the North East are more impactful, technology-driven, and locally relevant.

The two-day conference witnessed active participation of officials from all the North Eastern states, including Directors, Field Publicity Officers, Field Publicity Assistants, Accounts and Administrative staff, making it a regional platform for exchange of ideas and capacity building.

The programme began with Kripa Shankar Yadav, Additional Director General, NE Zone, outlining the purpose of the workshop holding the regional workshop. He emphasised the need for such regional conferences to build capacity, streamline administrative processes, and enhance the effectiveness of outreach efforts in the North East.

In her keynote address, the Chief Guest of the conference, Smt. Kanchan Prasad, DG, CBC, highlighted the importance of the North East region in the national communication framework. She noted that with the emergence of digital media, government communication must adapt rapidly to remain relevant and credible. She underlined the importance of resource optimisation and strong coordination between headquarters, regional offices, and field units. She also stressed the need for area-specific programme planning, ensuring that campaigns are tailored to local realities and priorities, in coordination with state agencies like DIPR, and planned well in advance for maximum effectiveness. Appreciating the dedication of officers in the region, she assured that CBC Headquarters will extend all possible support to overcome challenges and enhance capacity.

As part of the technical sessions, Regional Office, Guwahati and Regional Office, Imphal gave their respective presentations on the activities carried out so far and plans for the future. The sessions also included deliberations on challenges being faced by the field offices and probable solutions.

In addition, Harshit Narang, Deputy Director, CBC (HQ), made a presentation on the options of advertisements available under CBC in the digital media space. He elaborated on how the bureau is increasingly leveraging platforms such as YouTube, Google Display Network, Facebook, Instagram, X, OTT platforms, and other emerging digital channels to reach wider audiences. He emphasized that digital advertising allows precise targeting and measurable impact, making government communication more efficient and youth-oriented.

Later in the day, participants also discussed administration, accounts, and pending matters from all units in the NE Zone, followed by a hands-on training workshop on the CBC Website for Outreach Activities, where participants were provided practical guidance on using the portal effectively for campaign planning, reporting, and outreach. The day concluded with a cultural performance by the Song & Drama Division troupe.

On Day 2, the programme will include a presentation on Best Practices in PIB NE Zone, followed by inputs from branch offices across the region. Sessions will also be conducted on expanding Social Media outreach, improving usage of Hindi, best practices in PFMS & Accounting, training on GeM and planning of Swachhta Activities.