2nd NE Zonal Conference held in city
By Our Reporter
SHILLONG, Aug 25: Director General of the Central Bureau of Communication (CBC), Headquarters, Kanchan Prasad, highlighted the importance of the Northeastern region in the national communication framework.
Prasad was speaking at the 2nd Annual North East Zonal Conference here at the Shillong Club here on Monday.
Delivering the keynote address, she noted that with the rapid emergence of digital media, government communication must evolve quickly to remain relevant and credible. She praised the tireless efforts of field officers and reaffirmed the Government of India’s commitment to empowering the Northeast through proactive and inclusive communication outreach.
Prasad commended CBC officers and staff, describing them as the “foot soldiers” of the Central Government who reach the most remote corners of the region to spread awareness on issues such as cancer prevention, drug abuse, and various flagship schemes. She emphasised that the trust built between communities and communication units is the direct result of sustained efforts by CBC teams operating across the Northeast.
Underscoring the need to adopt a mix of traditional and digital media strategies, Prasad said the Centre is fully aware of the importance of ensuring last-mile information delivery in the region, which she described as holding a “special place” in national planning.
She assured that funding will never be a constraint for development communication in the Northeast.
The two-day zonal conference, organized by the Press Information Bureau (PIB) and the CBC under the Ministry of Information and Broadcasting, Government of India, seeks to foster inter-agency synergy, enhance the capacity of communication officers, and draw up a comprehensive action plan to improve the implementation of outreach strategies in the region.
The event saw active participation of officials from all North Eastern states, including Directors, Field Publicity Officers, Assistants, and administrative staff, making it a regional platform for exchange of ideas and capacity building.
Additional Director General of CBC (North East Zone), Kripa Shankar Yadav, outlined the objectives of the conference, stressing the need for such regional platforms to streamline administrative processes, build capacity, and enhance the effectiveness of government communication.
As part of the technical sessions, the Regional Offices of Guwahati and Imphal presented their activities and future plans, followed by deliberations on field-level challenges and possible solutions.
Deputy Director of CBC (HQ), Harshit Narang, made a detailed presentation on digital media advertising options, highlighting how the bureau is leveraging platforms such as YouTube, Google Display Network, Facebook, Instagram, X, OTT platforms, and other emerging digital channels to reach wider audiences. He noted that digital advertising allows for precise targeting and measurable impact, making communication more efficient and youth-oriented.
Later in the day, sessions were held on 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. Participants received practical guidance on campaign planning, reporting, and effective use of the portal. The day concluded with a cultural performance by the Song & Drama Division troupe.
On the second day, the programme will feature a presentation on Best Practices in PIB NE Zone, contributions from branch offices, and sessions on expanding social media outreach, promoting greater use of Hindi, best practices in PFMS and accounting, training on GeM, and planning of Swachhta activities.
The two-day conference aims to strengthen communication in the North East by making it more impactful, technology-driven, and locally relevant.