In the present Digital age, where the world has witnessed a rapid shift from traditional and conventional modes of working in the public sector to a working environment centred on Information Technology, public perception is shaped in minutes, not days. Effective governance depends not only on sound policies but also on prompt communication with the public. In this dynamic world, public communication is no longer confined to issuing press releases or organising media briefings. It is about earning public trust in an era where information travels faster than facts. The communication landscape has undergone a radical transformation, driven by digital media, artificial intelligence, and the latest IT Tools on one hand and, on the other hand, an increasingly informed public. This changing scenario has presented both a challenge and an opportunity for the Directorate General Public Relations (DGPR) Punjab, which is the nerve centre of information in Punjab. DGPR has embraced institutional reforms, digital innovation and professional excellence, redefining its role as the Government’s link with the citizens. The credit for this transformation goes to the dynamic and visionary leadership of Chief Minister Punjab Maryam Nawaz Sharif and Minister for Information & Culture Azma Zahid Bokhari.
The transformation of DGPR reflects what can be achieved when political will is complemented by administrative commitment.
Every institution encounters defining moments that demand reinvention. Right from the onset, Minister for Information & Culture Azma Zahid Bokhari envisioned transforming DGPR into a modern, adaptable and technology-driven organisation capable of building trust, countering misinformation, and maintaining meaningful engagement between the Government and citizens. It was recognised that DGPR needed to shift from rigid hierarchies to flexible networked teams and could no longer rely solely on traditional practices.
The transformation of DGPR reflects what can be achieved when political will is complemented by administrative commitment. While the Minister for Information & Culture provided the vision and guidance for a modern, responsive and technology-driven public communication system capable of meeting the demands of the digital era, the Director General Public Relations, Punjab, Sheikh Farid Ahmed and his dedicated team worked tirelessly-often burning the midnight oil-to translate that vision into meaningful reforms through meticulous planning, institutional restructuring, digital innovation and close collaboration.
There is a famous saying that “First impression is the last impression,” and DGPR has embraced this philosophy in both letter and spirit. The outlook and appearance of an organisation often reflect its culture, discipline and commitment to excellence. Today, the DGPR office premises are cleaner, well-maintained and aesthetically appealing, creating a welcoming environment for visitors, journalists and employees alike. The changed professional appearance of DGPR Headquarters premises sends a powerful message of professionalism, discipline and respect for everyone who walks through its doors. The transformation begins at the entrance and extends throughout the institution, reflecting its unwavering commitment to excellence and reform.
The transformation of DGPR extends beyond physical improvements and technological advancements; it represents a change in institutional culture. Greater emphasis is now placed on transparency, timely decision-making, merit, teamwork, and public service. Processes are becoming more streamlined, communication more prompt, and the workplace more collaborative. The introduction of Key Performance Indicators (KPIs) for Public Relations Officers (PROs) provides quantifiable metrics to measure operational efficiency by tracking task completion speed and output quality. By establishing these objective benchmarks, management can identify top performers, pinpoint areas where officers require additional training, and eliminate subjective bias from the evaluation process. Ultimately, this data-driven framework ensures accountability and paves the way for the fair, merit-based promotion of officers within the organisation.
No institutional reform can succeed without investing in its people. Recognising the importance of this, DGPR has focused on strengthening the professional capacity of its officers and staff through training, skill development, and the adoption of modern communication practices. Currently, more than ten officers are undergoing training at the Management and Professional Development Department (MPDD), Government of Punjab, where they are enhancing their communication skills and adopting modern public communication practices. The emphasis on competence, accountability, teamwork, and continuous learning has fostered a work culture that is more responsive, innovative, and service-oriented. The transformation of DGPR is therefore not limited to infrastructure or technology; it is equally reflected in the mindset of its workforce. This cultural shift has created a workforce that is more confident, innovative, and responsive to the evolving demands of public service. Like any dynamic organisation of the present era, DGPR is now relying on the fundamental shift in structure, talent management and sustainable monitoring of its operations to maintain a competitive edge.
A defining feature of DGPR’s transformation has been its commitment to transparency and institutional credibility. This is particularly evident in the accreditation cards process for journalists, which has undergone significant change. Recognising that accreditation is a mark of professional recognition and a symbol of credibility, DGPR has introduced a more transparent, merit-based and accountable system. The issuance and renewal of accreditation cards are now subject to a rigorous verification mechanism, under which applicants’ credentials are thoroughly scrutinised and verified through their respective media organisations. This transparent and merit-based approach ensures that only genuine working journalists who fulfil the prescribed criteria receive accreditation cards and has strengthened the integrity of the accreditation system by minimising the possibility of misuse. Such reforms not only uphold the credibility of the institution but also reinforce the confidence of the journalistic community in a fair, impartial, and transparent process.
Under the clear direction of the Minister for Information & Culture, the Director General Public Relations is setting a new precedent by personally touring field offices to monitor officers across the province. In addition to these physical visits, weekly Zoom meetings are being conducted to ensure continuous interaction between the head office and field staff. This unprecedented initiative marks a decisive shift from passive boardroom governance to active frontline leadership. By dismantling old bureaucratic silos, it ensures that the state’s public relations machinery operates with equal efficiency in remote districts as it does in major urban hubs. Ultimately, this active oversight signals a deep cultural evolution within the department-one in which performance is visible, accountability is non-negotiable, and merit is recognised.
Furthermore, revamping the digital media presence is no longer an option for DGPR but essential to build public trust and strengthen the Government’s connection with the people. This transformation begins with a consistent content strategy that ensures timely, accurate, and meaningful communication across all digital platforms. A modern and cohesive visual identity, supported by standardised branding, graphics, and design templates, reinforces institutional credibility and makes Government communication instantly recognisable. Equally important is the shift toward audience-centric content that speaks to citizens in clear, accessible, and relatable language rather than relying solely on official announcements. Greater emphasis on engaging short-form video content has significantly expanded public outreach, particularly among younger audiences who increasingly consume information through mobile-first platforms. Today, a digitally agile DGPR not only informs the public but also fosters dialogue, inspires confidence, and reinforces the Government’s image as transparent, responsive, and connected.
In addition, the transition to e-filing and comprehensive office automation in DGPR has significantly reduced bureaucratic delays, improved record management, and promoted a paperless working environment. Adopting official email as the primary mode of communication has streamlined internal coordination, strengthened accountability, and ensured secure and timely correspondence. The establishment of an Integrated Monitoring Unit within the Digital Media Wing has enabled real-time monitoring of traditional and digital media, providing actionable insights to support responsive public communication. Harnessing artificial intelligence to analyse public sentiment across digital platforms has strengthened evidence-based decision-making by helping the Government better understand citizens’ concerns, identify emerging issues, and respond proactively.
Among the most innovative initiatives undertaken by DGPR is the introduction of an AI-powered automated electronic media monitoring system. This pioneering initiative not only generates comprehensive electronic media monitoring reports with greater speed and accuracy but also enables the analysis of emerging trends and public sentiment, equipping policymakers with timely insights for more informed and responsive governance. It stands as a historic milestone in DGPR’s journey towards digital transformation. In addition, an automated advertisement management system has brought greater transparency, efficiency, and accountability to the planning, allocation, and monitoring of Government advertisements. Collectively, these technology-driven initiatives have transformed DGPR into a modern, data-driven institution capable of meeting the communication demands of the digital age.
Complementing these technological advancements, the DGPR is going to launch the “Rabta” website as a unified digital platform to provide citizens with timely, accurate, and authentic information. Serving as a central hub for official Government updates, announcements, policies, and public services, the platform will ensure that verified information reaches citizens promptly and help counter misinformation and strengthen public trust. By leveraging modern digital communication tools, Rabta will promote greater transparency, accessibility, and citizen engagement while reinforcing the Government’s commitment to responsive, technology-driven governance.
Last but not least, the acquisition of a state-of-the-art DSNG/OB Van marks another significant milestone in the digital transformation of DGPR. Equipped with modern broadcast technologies that meet international standards for live news gathering and event coverage, the vehicle has substantially enhanced the Government’s capacity for real-time communication and media outreach. Its AI-enabled operational capabilities enable smarter monitoring systems, efficient resource utilisation, and streamlined broadcast workflow management, ensuring faster, more accurate, and more effective dissemination of information. By integrating advanced broadcasting and communication technologies, the DSNG/OB Van has strengthened the Government’s ability to provide timely, transparent, and citizen-centric communication services. This initiative reflects the Government’s steadfast commitment to innovation, technological advancement, and the modernisation of public information infrastructure, setting a new benchmark for strategic Government communication.
Institutional transformation is never a destination; it is an ongoing process. DGPR’s transformation demonstrates that meaningful institutional reform is possible when visionary leadership is matched with administrative commitment, professional dedication, and a willingness to embrace change. While significant progress has been made, sustaining these reforms will require continuous innovation, investment in technology, policy consistency, and an unwavering commitment to excellence. As public communication continues to evolve, DGPR’s journey offers a compelling model for public institutions seeking to strengthen transparency, improve governance, and build lasting public trust. Ultimately, institutions are judged not by the promises they make but by the reforms they deliver, for meaningful change is achieved not through words alone, but through sustained action.
The writer is a freelance columnist.