As the Jammu and Kashmir Assembly convenes for its annual budget session, one issue demands urgent attention—strengthening media and public relations (PR) through adequate funding and integrating artificial intelligence (AI) into the Department of Information and Public Relations (DIPR). These are not mere administrative upgrades but essential reforms to enhance transparency, foster trust, and bridge the long-standing communication gap between the government and the people.
J&K’s complex socio-political landscape makes effective communication a necessity, not a luxury. In a region where misinformation spreads rapidly, the absence of credible and timely information fuels distrust and alienation. From remote Ladakh villages to the urban centers of Jammu and Srinagar, people need clear, factual, and accessible updates on policies, welfare programs, and crisis situations. Yet, underfunded media and PR efforts remain fragmented, failing to counter misinformation. Strengthening this sector is not about propaganda but ensuring that government initiatives reach citizens in ways they understand and trust.
Equally urgent is the modernization of the DIPR, which remains stuck in outdated and inefficient operations. Delayed press releases, unanswered public queries, and ineffective crisis communication have long hindered governance in J&K. AI presents a transformative opportunity—real-time SMS alerts for natural disasters, AI-driven chatbots handling public queries in Kashmiri, Dogri, or Gojri, and sentiment analysis tools helping policymakers gauge public concerns. States like Kerala and Karnataka have already leveraged AI for governance; J&K must not lag behind.
At the same time, it is crucial to curb misinformation and introduce regularization for social media platforms. While social media plays a vital role in information dissemination, unchecked fake news can escalate tensions and mislead the public. The government must enforce stricter measures to regulate online platforms while ensuring that press freedom is upheld.
Meanwhile, traditional print media, particularly newspapers, continue to struggle with rising costs and limited revenues. Despite being a trusted source of news, printing a newspaper remains a costly affair. The government should allocate additional funds to support print journalism, ensuring that credible and verified news sources remain accessible to the public.
Neglecting these issues comes at a high cost. Poor communication has already fueled public discontent over policies like land laws and ration distribution. Every information gap allows misinformation to thrive. This budget session presents a chance to reset the narrative. By allocating sufficient funds for media and PR, embracing AI-driven solutions, and supporting traditional newspapers, the government can reaffirm its commitment to transparency, accountability, and inclusive governance.
In the digital age, silence is not an option. Effective communication is the foundation of trust, and J&K’s leadership must act now to ensure that people are informed, engaged, and empowered. The time for change is now.
