DGPR Vantage

VDAGNPRTAGE MAY 2022

Message From Secretary Information & Culture I hope this periodical would reflect the vision, policies and development agenda of the Punjab government and it would also highlight the departmental PR related activities. The mass media, over time, has emerged as the most important field. Keeping in view its unique significance, it has been acknowledged as ‘the fourth pillar of State.’ The dependence of human beings on various forms of mass media, especially social media, has increased manifold, as more and more people, organizations and, even the governments depend on news material for information and decision-making. I am pleased to know that the Directorate-General Public Relations of the Government of Punjab is going to publish a departmental newsletter ‘DGPR Vantage.’ I hope the newsletter, and other initiatives of the DGPR department would augment the government efforts to project the rich heritage, culture and social initiatives of the province which have made it the heartland of Pakistan. Raja Jehangir Anwar Message From Director General Public Relations In this era, where technology is growing at an unprecedented pace, it is become all the more vital to establish means to disseminate authentic news to project the working of the government and combat misinformation. It is sanguine that the Directorate-General Public Relations of the Information and Culture Department, Punjab is bringing out the newsletter ‘DGPR Vantage.’ The newsletter would contain information on the working of the directorate which, by virtue of its job description, is bridging communication gap between the public and government. In this scenario, it is imperative to be vigilant to sensitize the people about the governmental policies and national narrative. I am pleased that the DGPR has been fulfilling this responsibility 24/7 through print, electronic,digital & social media platforms. Saman Rai

CoTnablte eofnts 01 02 Vision & Mission 07 Incredible DGPR 11 Glimpses of Life at DGPR 12 CM Internship Programme 13 History of Churches in Punjab 14 Energetic Punjab 15 Women in Mining 16 Success Story of E-Rozgar 17 DGPR, A Way Forward 18 DGPR, My Passion History and Role of DGPR CrTeeamdits Execu�ve Editor Editor Layout & Design Saman Rai Zulfiqar Ali Syed Ali Saqlain

?We WAhreo The Directorate-General Public the policies and ac�vi�es through all forms of media. It is responsible to Rela�ons (DGPR), Punjab is the cater to all publicity needs of the provincial government and at the same communica�on wing of Government of �me, countering nega�ve propaganda and disinforma�on in form of fake the Punjab working to ensure rapid news. Other than the Lahore Head Office, there are 9 Divisional dissemina�on of informa�on about Informa�on Offices and 27 District Informa�on Offices working government plans, policies and throughout Punjab. DGPR also has one Liaison Office at Karachi. ini�a�ves. It was established as Informa�on Bureau in early 1940 and a�er crea�on of Pakistan, it was gradually upgraded as Directorate-General Public Rela�ons, Punjab. This department is the main publicity arm of Government of the Punjab. DGPR is in-charge of the representa�on and interpreta�on of Mission Timely dissemination of authentic information about policies, decisions and activities of Government of the Punjab to masses through mass media. Vision A well-informed Punjab, with its people fully aware of government’s initiatives, for social and economic uplift of the province. 01 DGPR VANTAGE

DGPRIncredible Soaring High The ever-changing and rapidly expanding public while benefi�ng from numerous digital public rela�ons sector is enjoying innova�ons and new rela�ons techniques to boost the image of the communica�on tools are being introduced to Punjab government. benefit a large number of people. This sector has This department is commi�ed to highligh�ng the become pivotal to influence public opinion at the public-friendly ini�a�ves of the provincial grassroot level. government departments so that the people In this regard, the Directorate General Public could fully understand the raison d'être of the Rela�ons is also introducing ins�tu�onal development philosophy of the provincial improvement to introduce the latest equipments government. and develop the professional skills of the staff The Directorate General Public Relations successfully It is sanguine that launched various awareness campaigns like corona, the DGPR Punjab Insaf Sehat Card, Naya Pakistan Housing Scheme, Ms. Saman Rai budget 2021-22, Clean Green Punjab, Ashra gave an honorarium Rehmatullil Alameen, Kidmat Apki Dehleez Par, South to the DGPR staff at Punjab Secretariat, Reach every Door (RED), head office as well as Anti-dengue, Punjab Culture Day, Kisan Card, field offices in Mazdoor Card, Establishment of new universities and recognition of their schools, Sahulat Markaz, digitalization of school and diligent work in college teacher’s transfers and postings, e-Pay Punjab, highlighting the biometric transfer of vehicles, property management performance of the information system, Qeemat App and Ramzan Bazars Punjab government. campaign during last one and half year, through print, electronic and social media. The various tiers of the DGPR department in Lahore and other districts work round the clock to inform/educate the people to remove their reservations and to motivate the general public to actively support Punjab Government cause. DGPR VANTAGE 02

Press Informa�on It would not be wrong to say that the Press Informa�on Sec�on is the iden�ty and backbone of the DGPR. Having the core responsibility of image-building and wide publicity of the government through all channels of media, the largest wing wherein 45 officers as PROs are discharging around 75 different responsibili�es effec�vely prac�cally proves that this office never sleeps as ci�zens NEWS and departments have sound sleep. Though the government's welfare-oriented and development projects, media awareness campaigns and publicity work are sensi�ve in their nature and on the other side they require diligence, expedi�on and consistency in terms of its importance. Our competent and synergic human resource Trehspeonpsriebslse inffoorrmaptrioonvidsiencgtionfinisanacilsaol performs their du�es professionally such as aafasmrsioRsntsag8n1.c4e521t5o jmtohuielrldnieoasnleirhsvtaisvneg&bjeoetunhrendiriasltiwrsiitbsdu.otwSedos conduc�ng press conferences, interviews and during fiscal year 2021-22. press par�es besides issuance of handouts, press releases, arranging/wri�ng newspaper ar�cles, columns, le�ers to editors, photographs, preparing talking points, clarifica�ons/rebu�als, media pulse reports and sending press coverage �mely to the high-ups. Pictorial Publicity A sub-wing of the Press Informa�on Sec�on arranges pictorial publicity of every official event and gathering. This sec�on also have a unique speciality to present photo album to the visi�ng VIPs immediately a�er the conclusion of event. Publica�on of color edi�ons in newspapers No one can deny the greatness and importance form of color pages of newspapers. In addi�on of the print media, but its a big achievement for to hos�ng and arranging inter-provincial tours public rela�ons prac��oner if the whole page of for journalists, VIPs and foreign delega�ons, our a newspaper, with its colorful pictures, s�ll officers are also seen performing media embellishes a par�cular project, policy or protocol du�es. By analogy, there is no limit to important event. Print media is s�ll an effec�ve the engagements and targets of this sec�on. and efficient source of communica�on for a Suffice it to say that the performance of this specific segment of its readers. Our officers sec�on has always been considered as the have made remarkable achievements in the last holis�c achievements of DGPR. few years in ge�ng maximum coverage in the Electronic Media Electronic Media plays an important role in influencing public opinion through various forms of news and views. The electronic media cell was set up in DGPR in 2015 as a separate en�ty to monitor and record 16 main TV channels. It also issues �ckers, stories, and footage to project the government ini�a�ves. This wing also arranges coverage of CM and other government func�onaries besides transcribing interviews, talk shows and reports while working round-the-clock. 03 DGPR VANTAGE

Digital Media Wing are made and media messages are recorded and released to the audience by this It goes without saying that social media is the department. most ac�ve and fast means of communica�on in this rapidly changing world of the 21st century and it has also taken over print and electronic media tools to influence the public minds. In fact, all forms of media are depending on social media pla�orms to highlight themselves. The Punjab government has set up a modern digital media wing to project the policies, performance, vision and development strategy on important social media pla�orms. It also arranges live transmission of government func�onaries and responds to the nega�ve propaganda by vigilant monitoring. Similarly, documentaries about development schemes Films And Publica�ons PRODUCTION: CUT TAKE with the turn of the last centering with the downfall of cinema industry in Pakistan. SCENE As the new century begins, technology took dras�c change and celluloid cameras were DATE: replaced by YouMa�c, Beta, Beta Digital and through digital and analogue video quality, it The Films and Publica�on sec�on of DGPR has touched the heights of SD & HD. always been a part of the Directorate. A�er the This sec�on has been modernized in crea�on of Pakistan in 1947, this sec�on not accordance with the requirements of the hour only ensured the coverage of all official and now modern computer machines are being mee�ngs through celluloid cameras in cinemas, used along with 4k cameras for Non Linear established in large numbers in Pakistan a�er its Edi�ng. Moreover state of the art recording independence. This sec�on was also studios are being established at regional offices responsible to show a 10 to 20 minute news level with the provision of video graphers, NLEs report named as “Sairbeen” covering the and other Audio, Video facili�es. It aims to policies and development projects of Punjab as produce best results for publicity and coverage well as Federal government on the cinema of Chief Minster, Governor, Cabinet members, screens. Mobile cinema units were another Chief Secretary and various heads of the salient feature of that era which was used to departments, also at Division and District level. visit Far Hung areas of the province in order to In addi�on, mega projects, development show documentaries of development projects schemes and social subjects. Youtube channel to the public. However, this culture concluded and Facebook accounts of DGPR have been func�onal since long in order to disseminate news reports to the public. A comprehensive plan has been finalized aimed at equipping the sec�on with more modern gadgets and well trained HR and also changing its �tle as Audio Visual sec�on replacing the old one. Video messages from Ministers/ Advisers and other government officials The DGPR has abandoned the tradi�onal in the form of video clips and make them viral. typewriter model and adopted modern trends Video messages from the Chief Minister to the such as internet, laptops and smart phones to government officials below are being recorded achieve its public rela�ons targets, using the by our officers with their professionalism and most effec�ve means of publicity and delivered to the people. This not only gave a communica�on. It has also started using new iden�ty to the DGPR but also successfully modern techniques to record the messages of propagated the government's message through aides, advisers and other government officials effec�ve communica�on. DGPR VANTAGE 04

Road Shows and made a part of the publicity campaign. Especially for use on social media, this Leaving behind the tradi�onal print media technique has proved to be extremely coverage, the DGPR is now carrying out the task successful and a great way to change public of image-building for the government using opinion. modern communica�on tools. In this regard, video clips, documentaries and news reels containing public opinion have been prepared Informa�on Technology The Informa�on Technology (IT) Sec�on was of DGPR by providing them the digital established in the year 2015 at the Head Office for func�onality they needed. The scope and domain the provision of digital infrastructural support for of IT sec�on includes Text mining, machine automa�on of DGPR. It implements the digital learning, natural language processing, and governance for the use of intra-network systems ar�ficial intelligence. It also caters digital and it assists the various sec�ons and field offices Transforma�on of DGPR to convert it into state of the art public rela�ons organiza�on to meet high standards of digital informa�on dissemina�on. The sec�on ensures technology sustainability and equitable access to digital resources by all sec�ons and field offices of DGPR. One of its responsibili�es is development and up-grada�on of digital communica�on and collabora�on pla�orms. Moreover, data management, data repository and analy�cs report gathering is also its primary duty. Some important du�es IT sec�on handles are Intranetworking Systems, So�ware Development & Management, Electronic Communica�on, Website. DGPR, A Symbol Of Provincial Harmony DGPR performs its official and professional duties to advertise the government policies and plays the role of a host for delegations coming from other provinces. It is also known for being a facilitator, upholding the traditional hospitality of Punjab and is also a torchbearer of dignity and courtesy. DGPR is also performing its duties with an open heart to cover the visits of other journalists coming from other provinces to the Punjab province. Journalists from other provinces who visit from time to time Punjab province are also being provided hospitality by this office along with providing hospitality to national and international delegations. The positive image which is emerging about the Punjab government and its people is mainly due to the sole efforts of the DGPR officers and other staff members and are performing a fundamental role in this regard. Recently, the journalists and officers of DGPR belonging to Baluchistan province and Azad Kashmir visited provincial capital Lahore. The officers of DGPR performed their official duties with dedication and professional skills and also apprised the delegation members about the culture and heritage of Lahore city. Administra�on courts and in other official departments are also effec�vely disposed of by this sec�on. All official Fundamental role of DGPR is to effec�vely adver�se the steps being taken by the Punjab government and other public welfare projects. The role of admin sec�on in any official department is of great importance. The admin sec�on is cons�tuted under the headship of a Director to perform official du�es and is directly supervised by the Director General Public Rela�ons. Administra�ve, Budget, Accounts and Audit officers are performing their du�es in this sec�on. Official correspondence with other departments is also done through this sec�on. Pe��ons in relevant 05 DGPR VANTAGE

ma�ers and supervision of divisional and staff members on the basis of their Annual district informa�on officers is also carried out Confiden�al Reports is also undertaken by by this sec�on. The official record of all this sec�on. Maintaining the record of officers and staff members from the date of salaries of all staff members and their due their induc�on into service �ll their deduc�ons is also looked a�er by the admin re�rement is also maintained by this sec�on. sec�on. The promo�on cases of all the officers and with government departments and receiving Adver�sement Sec�on adver�sements from such agencies is also done by this sec�on.Issuance of official ads in the Adver�sement Sec�on of DGPR Office plays electronic media and regional press is done according to the adver�sement policy. Issuance most important responsibili�es and du�es.It of media display ad under the special campaign for the print and electronic media is done provides adver�sements to different according to the prescribed rules and regula�ons as well as code of conduct.All newspapers rela�ng to Punjab government phases for the issuance and broadcas�ng of adver�sements by the relevant ins�tu�ons and departments.It also provides Display Facility in government departments according to their budget are accomplished by the adver�sement broadcas�ng ins�tu�ons.Adver�sements sec�on of DGPR. DGPR has complete discre�onary authority to issue government amoun�ng to Rs 1.5 billion are released adver�sements to the newspapers and broadcas�ng ins�tu�ons. All adver�sements annually from DGPR office.The issuance and are published in the na�onal and regional newspapers according to the standard laid recovery of bills of government departments down policy.All newspapers send their published adver�sement bills to the DGPR and private ins�tu�ons rela�ng to office in a s�pulated period of �me.Alloca�on Commi�ee of Adver�sement Sec�on makes a adver�sements and publica�on is also done by unanimous decision to issue adver�sements to the concerned newspapers and electronic this sec�on. This sec�on also does interac�on media channels.The officers and staff members of adver�sement sec�on perform their official with the office-bearers of newspapers, du�es even a�er office hours in the DGPR office regarding issuance of adver�sements.The electronic media channels, broadcas�ng adver�sements in the adver�sement sec�on are even issued during weekly holidays. Houses, bodies of Journalists Organisa�ons, Assemblies and administra�ve offices of all APNS, CPNE and PBA.Similarly selec�on of departments in order to make the public aware of government’s policies and mega projects for endowment agencies, a�achment of agencies the welfare of masses. At District level our Public Rela�ons Offices Field Offices serve the government in the same pa�ern and they ensure publicity of government ini�a�ves The regional and District offices, like DGPR through the statements and ac�vi�es of local Headquarters office, perform their du�es with MNAs, MPAs, Public Office holders and district the target to earn maximum coverage and administra�ve officers. These Officers use all publicity of the development projects and the media tools including print, electronic and policies of the si�ng government at all social media for the coverage of official news, pla�orms like print media, Electronic media and pictures, columns, development stories and Social media. These offices work under the government adver�sement. supervision of Regional Directors through the services of Deputy Directors and Informa�on DGPR VANTAGE 06 Officers and suppor�ng staff. Our DGPR offices ensure media management, feedback and coverage reports for government func�onaries. They cater to the publicity needs of Provincial Ministers, members of Na�onal and Provincial

Glimpses of Life at DGPR This ceremony was organized by the DGPR office to pay tribute to the senior officers for their outstanding services wherein they were appreciated through giving awards. The event was widely a�ended by the officers in proper dress code. The senior officer led by the DGPR Saman Rai paid a visit to Punjab Safe City Authority (PSCA) to have first hand informa�on about the working and performance of the Authority. Chief Opera�ng Officer PSCA Muhammad Kamran Khan briefed about the Authority to the visi�ng officers. DGPR Saman Rai and DG Punjab Ins�tute of Languages , Arts and Culture (PILAC), Dr. Sughra Sadaf sign an MOU with a view to promo�ng government’s ini�a�ves undertaken in the field of culture and art. A�er signing MOU in a ceremony, they posed MOU photograph having appearance of Directors Javed Younis and Muhammad Tahir amongst others. 07 DGPR VANTAGE

Very first �me in its history, DGPR, under the vibrant leadership of Ms. Saman Rai, celebrated Punjab Culture Day with full enthusiasm and fervor. The cultural a�re and tradi�onal colorful ac�vi�es made the event an a�rac�ve and significant cas�ng away into rou�ne dullness of official life. 23rd March always reminds us as success story of Pakistan’s struggle. Last year, DGPR officers celebrated that epoch day containing cer�ficate awarding ceremony for posi�on holders of Punjab Cultural Documentaries Compe��on, farewell to honor recently re�red officers and officials and to celebrate Pakistan Day. The event was fully par�cipated by all and sundry and provided worthwhile moments to recall a�er for long �me. An impressive ceremony to celebrate Interna�onal Women Day held in the lawn of DGPR office. Both male and female officers along with interns contributed remarkable moments to the event while Saman Rai described the impera�ve role of women in the process of na�onal progress and development. The event concluded with a cake-cu�ng ceremony. DGPR VANTAGE 08

DGPR celebrates Pakistan Day 2022 with zeal and zest by organizing sumptuous ceremony at Alhamra wherein the senior officers grace the event with colorful style which reflect their synergy for Na�onal Day. Punjab Culture Day marked with funfair as a colorful event, decorated with tradi�onal cultural items, held at DGPR. Saman Rai highlighted the true cultures of Punjab depic�ng the diversity in our a�re. To express love and respect for our Holy Prophet Hazrat Muhammad (P.B.U.H) DGPR organised mehfil-e-milad in connec�on with Ashra Rahmat ul Lilailmeen wherein rich tribute was offered in the form of Naat and Qawali. 09 DGPR VANTAGE

DGPR Saman Rai poses on the ocassion of inaugural ceremony regarding newly established studio at Directorate - General Public Rela�ons head office. DGPR Saman Rai presiding over a mee�ng of senior officers to chalk out a strategy for restructuring of DGPR DGPR Saman Rai calls a mee�ng of public rela�ons officers to review their performance. DGPR VANTAGE 10

CMInPtreorgnrsahmipme As a special ini�a�ve of Punjab Government, this In a special event, the media graduates of the internship programme is going to generate employment program were given cer�ficates and cheques by the opportuni�es for one of the key fac�ons of youth Directorate-General Public Rela�ons. popula�on. It shall also assist in financial assistance to needy students. The programme TOtal 300 200 will establish conducive environment that 500 Interns Interns enables equal opportuni�es for all media Interns graduate students of Punjab while rescuing their 2022-2023 2021-2022 professional careers threatened by lack of opportuni�es in media industry. Female graduates are encouraged to apply for the CM Internship plan, making them an integral part of our economic and media sector. 11 DGPR VANTAGE

ChUunirqucehheistsoryinof Punjab and its Impact on tourism By Abdul Rauf Awan The history of churches in Pakistan goes back to the 16th century when Chris�an missions began arriving in the sub-con�nent a�er the advent of the East India Company. The first Church in Sub-Con�nent was built on September 27, 1597, near the Lahore fort. Mughal emperor Jehangir, Akbar's son, ordered its closure in 1614. Ten years later the church was re-opened but Contribu�ons demolished in 1632, on the orders of Emperor Built on the grounds of the oldest church in Shah Jehan, Jehangir's son. When Pakistan came Karachi, and arguably Sindh, St. Patrick’s into existence following Bri�sh rule, a number of Cathedral dates back to 1881. The 170-foot churches established for the Bri�sh Army officers architectural wonder is located near Empress and their families to congregate became a part of Market in Saddar Town. It was constructed next the country. In 1970, the Church of Pakistan was to the St. Patrick’s Church, built in 1845, to formed, uni�ng Anglican, Methodist, Lutheran accommodate the growing Catholic community and Presbyterian churches. A majority of these in the area. It is considered the largest cathedral churches were constructed during the Bri�sh in Karachi. The church ini�ally stood next to the era. Therefore, the architecture and interior of cathedral for a few years. But it was these religious buildings mirror the designs of unfortunately destroyed during a storm in 1885. old English churches with striking turrets, Like most famous churches in Pakistan, St. majes�c domes, and arched glass windows. Patrick’s Cathedral was also built during the Pakistani Punjab is now over 2% Chris�an Bri�sh Colonial era, which is quite evident in its popula�on. With Chris�ans being the design. The beau�ful red-brick building with its second-largest religious minority in the country, arched windows and stained glasses illustra�ng the government has worked to preserve and different religious scenes is one of the most renovate these century-old churches. In fact, popular tourist a�rac�ons in Karachi. It can hold some of these spectacular structures about 2,000 people at a �me, making it one of symbolizing Chris�anity in Pakistan are now the biggest churches in Pakistan. While the considered na�onal monuments. cathedral itself is a sight to marvel at, the awe-inspiring Monument to Christ the King on the premises is the first thing that draws visitors’ a�en�on when they enter the boundary wall. The 54 feet tall white-marbled monument was built in 1931 and holds the statue of prominent Chris�an missionary St. Francis Xavier. In 2003, the government declared St. Patrick’s Cathedral a protected monument under the Sindh Cultural Heritage Protec�on Act because of its cultural DGPR VANTAGE 12

EPneurngjeatbic By: Ahmad Naeem Malik The United Na�ons’ Sustainable Development meters were manufactured and installed by Goals (SDGs) to “ensure access to affordable, single organiza�on and no one had any reliable and modern energy for all by 2030ʺ is a instrument to gauge the accuracy of the meters. central point for Punjab Government to Energy Department Punjab, first �me in the introduce new energy sources such as solar, history, took a solid step towards this direc�on hydro, wind and biomass for reducing carbon and approximately 5,000 AMI meters were emissions and cost of produc�on. In today's installed in important government buildings to world of climate change, environmental reconcile and check the readings of distribu�on pollu�on and rapidly rising temperatures, where companies, which has resulted in saving of Rs. 4 other important steps are being taken, there is billion in overbilling of electricity. This project is also an emphasis on environment friendly and to be extended in more buildings of the public less harmful alterna�ve energy sources. sector. At the confluence of Chenab and Jhelum The Punjab Power Genera�on Policy, rivers in Jhang district, a 1263 MW power plant promulgated in 2006 to undertake has been completed at a cost of Rs. 22 billion. implementa�on of power genera�on programs Under ‘Punjab Ujala Program’, 11000 schools of in the province, has opened new vistas for South Punjab have been shi�ed on solar energy development of power sector. For the purpose, that will benefit 1.9 million students while it will Government of the Punjab established new generate 18 MW of renewable energy. The Energy Department in 2011 to plan and execute project is expected to save Rs. 510 million a number of mega projects by revamping annually to the Department of Schools relevant policies and laws. Educa�on. It has been possible to save 70 KW Punjab government has gradually increased the electricity saving Rs. 170 million annually. annual budget of the Energy Department from 5 Another project ‘Punjab Green Development to Rs. 7 billion in last three years. The Program’ has been launched in collabora�on Government not only introduced new measures with the World Bank, under which LED and to increase the efficiency of the department and Pakistan Energy Label provide cheap electricity to the people but also Fans have been installed in five government enabled the public exchequer to save billions of ins�tu�ons. In the second phase of the project, rupees annually. The details of the projects that six DHQ hospitals in the province have been have been completed, started and are in pipeline shi�ed to solar energy which will save Rs. 130 yet may briefly be elaborated as follows. In the Million annually while 13 more DHQ hospitals past, an important issue related to the accurate are being shi�ed to solar energy during the reading and measurement of the electricity current financial year. provided to the public buildings. The electric 13 DGPR VANTAGE

BBraerarkieirnsg WMomineinngin By: Kiran Fazal Diverse and inclusive teams are known to be The Mines & Minerals Department aims at more crea�ve, more innova�ve and even more launching the “Women in Mining” ini�a�ve profitable. Unfortunately, the mining industry under pro-women ADP schemes to promote has a gender diversity problem. female employment, reten�on and progress of Despite the focus on diversity and inclusion in women in the mining industry. The project also the last two decades, women con�nue to be aligns with UN’s Sustainable Development Goal vastly under-represented at all levels. The of gender equality which aims at achieving benefits of diversity are widely acknowledged. gender equality and empowering all women and So why has the mining sector been slow to girls. The mining sector has conven�onally le� change? And what can be done to address the women at the periphery of its vision. If the gender imbalance? extrac�ve mining sector and related industry bears any rela�on to ‘development’ then this These were the ques�ons that were raised in the tradi�onally masculine industry must adopt mee�ngs of Mines and Minerals Department by policies favouring gender equity. MMD aims to the female workforce. They wanted more and be an advocate for women in the mining sector, more women to be engaged in mining sector informing industry par�cipants and even in the fields. So Mines and Minerals decision-makers of the challenges and Department started project \"Women in Mining\". opportuni�es women are facing when pursuing “Women in Mining Ini�a�ve” is the first ever careers in mining companies and related Pro-Women development scheme launched by businesses. Currently, females associated with Mines and Minerals Department that focuses on the mining department are only working in the gender mainstreaming of the mining sector capacity of mine designers, GIS officers etc. It is which is a male dominated, highly technical expected that by leveraging partnerships with sector. This 10 million PKR scheme includes leading mining companies and other industry various ac�vi�es and interven�ons to retain and par�cipants, MMD may be able to push the a�ract females in this sector. Awareness business case for diversity, inclusion and the seminars, capacity building programs, trainings, economic advancement of women in the sector. networking, IT skill development etc are some of the components of this scheme. The first ac�vity Ini�a�ves such as these are important as women is the networking session with female role have less than one-fi�h of leadership roles across models in mining and allied sectors. Through this global mining companies, according to a recently project, the department aspires to open the released S&P Global Market Intelligence analysis sector for women and provide them an enabling of execu�ves and board members. MMD aims to environment to work in this sector. incen�vize the mining companies and related industry to incorporate women into their workforce and increase the benefits to women 14 and their families.MMD want to create synergies in mining industry by shaping the way the industry moves forward, while also proving inspira�on to other women about the opportuni�es for success in this lesser explored sector. Through pro-women schemes/ventures, MMD has resolved to make the mining sector more gender inclusive and exploit full poten�al of the talented female pool. DGPR VANTAGE

e-Rozgaar Training Program a success story! By: Umair Hassan residence in Punjab and an unemployed with age 22 to 35 years. e-Rozgaar Training Program is a flagship project Milestones achievements during last three years of Directorate General of Sports and Youth are brilliant as this program has successfully Affairs, Government of the Punjab which is being trained over 33,000 candidates in digital skills executed by Punjab Informa�on Technology and freelancing. The female par�cipa�on rate Board (PITB). It was launched with an aim to train remained 54% so the program has empowered unemployed youth of the Province in digital over 17,000 females across Punjab. Thus The freelancing and so� skills so they may earn an trainees have PKR 430+ million reported/verified honorable and sustainable monthly income earning during training and Reported/Verified while being at their homes. The ini�a�ve focused earning a�er training by graduates is PKR 3.6 mainly on self-employment, sustainability, billion. foreign reserves and knowledge economy. The program currently has seven (07) training The program is progressing successfully keeping domains Web Development Basics, HTML & CSS, in considera�on the massive poten�al to earn Php & MySQL (Dynamic Websites), Building through global gig economy which is 1.6 Trillion Websites Using Word Press, Custom Content USD and the increasing trend in Pakistan Type in Word Press and Word Press Theme & towards IT services sector (Pakistan Freelancing Plugin Development. The trainees will learn SEO, IT Exports increased with 50% (FY 20-21). Content Wri�ng, Search Engine Marke�ng and Moreover, the skilling of ci�zens has also been a how to rank a website with Content Marke�ng cornerstone of Pakistan Vision 2025, Digital and adver�sement. Moreover, Graphic Designing Pakistan Vision, Digital Pakistan Policy, Punjab with Complete hands-on training about Adobe Growth Strategy 2023, Punjab IT Policy 2018 and Photoshop, Adobe Illustrator, Adobe InDesign RISE Punjab Policy 2021. Program targets are to and step into the demanding field of graphic establish 45 training centers throughout Punjab, designing are also included in the course. to train 60,000 unemployed graduates in so� E-Commerce, Social Media Marke�ng, UI/UX and freelancing skills in seven domains. Eligibility Design and Mobile App Development have also Criteria of trainees is 16 years of educa�on, been added to e-Rozgaar Training Program 15 DGPR VANTAGE

A WDayGFPoRrward By: Zulfiqar Ali The DGPR, Punjab serving as publicity wing of research and survey exercise. This system may be the government is mandated with projec�on, emulated at regional level which shall act as publicity and image-building of the government mini-DGPR. Keeping in view futuris�c approach of the day. This office may employ all channels of and trends The vision may entail features like communica�on and keep them posted with Hybrid Warfare, risk communica�on and crisis public feedback and its pulse regularly about its management. We are facing serious challenges ini�a�ves, policies and ac�vi�es. Now with the of info-demic and fake news. Moreover, Public evolu�on of communica�on trends using Polls, Opinion & Surveys, Impact of official Com- modern tools and technologies, the role of DGPR munica�on and Holis�c Narra�ve Building has been broadened as well. The scien�fic and should be the center of our focus onward. paradigm shi� has rendered the exis�ng PR tech- niques less effec�ve and insufficient. The intro- The DGPR must ensure its house in order duc�on of modern and smart communica�on in terms of enhanced internal communica�on. gadgets has adversely affected the role of DGPR We have planned to create In-house Content which needs to be strengthened and equipped Crea�on Unit, In-house Studio Produc�on Unit with modern machines and human resource and Sen�ment Analysis Unit. These units will go trained with these techniques. A�er examining a long way to turn DGPR into a result oriented in-depth prevailing system and conduc�ng rigor- adn state of the art organiza�on. In order to ous analysis of the modern world prac�ces, the validate and cross verify the social media percep- DGPR must have modern communica�on appa- �on and sen�ment, Roadshows & Research Unit ratus and specialized/trained personnel in all its can visit all over Punjab especially remote areas wings. for recording public messages, feedback. Blog Management, Development of App containing The DGPR, as an organiza�on, is devel- pictorial and textual databank of all develop- oping into a state-of-the art communica�on ment ini�a�ves in the province and Dashboard system that could interweave a network of all of the organiza�on are also the way forward for digital, electronic and print media pla�orms for DGPR to prove its effec�veness and impact on enhanced reach to en�re popula�on of Punjab, public opinion. Digital archiving & Data Bank rest of Pakistan and beyond. This system may shall help to produce digital posts and visual help in ensuring quality content produc�on, produc�ons apart from ready reference and regular dissemina�on of informa�on, accurate research purpose. All the filed officers shall have public sen�ment analysis and on-ground the access to this data bank. DGPR VANTAGE 16

DGPR My Passion By: Rana Sohail Ahmed ‘’Passion Drives The Life In The Directions Never Seen Before, Making You Conquer What You Want; Acquisitive & Aesthetic.’’ A philosophy of communica�on is a story got. I love when I become the medium, the that lives by and within public opinion. As Arendt source or a part of cycle through which the facts suggested, the movement from behaviour to and reali�es reach their ul�mate ac�on, or informa�on to meaning, is dependent des�na�on-THE PUBLIC. It appears thrilling to on a story within public opinion that sheds me to be a part of communica�on hierarchy, understanding and meaning. All the tools of where sooner or later, informa�on would touch mine are capable of answering these 3 but me and I will use my pen and paper to fly those crucial ques�ons and are the pivot around which chunks of literature to their home-THE MINDS the whole communica�on’s philosophy of mine OF THE PEOPLE. Same chills of enthrallment hit revolves. Being a public rela�on officer, sa�sfying my spine while regula�ng my job in the these formulas is what my job requires from me. Electronic and Social Media galaxies, where shaping the words in their best figures to a�ract how accurately can the message be the audience-THE SEEKERS- rings like my home transmi�ed? doorbell. how precisely is the meaning conveyed? In this super advanced and revolu�onized how effec�vely does the received meaning era, equipping ourselves with the required affect behavior? bucklers and jumping into the ba�lefield is the only choice le� for survival. As the world is taking These basic ‘HOWS’ are my benchmarks 360 degree turns in every second, our neurons while producing content for public. Being a must also spin their axis and compete. Through government servant, demonstra�ng a so�, my glasses, I see that crea�ve engagement is correct and factual image of the ruling crea�ng a different scenario, li�ing the meaning ins�tu�ons and making the public aware of their of communica�on. Directorate General Public messages, works, ini�a�ves and service is the Rela�ons must strong its rela�on with the public, aim of my job. I try to shape my content which which I think can be be�er in the following ways a�racts the public towards DOMINANT READING and reach the ul�mate goal of MESSAGE Training of the officers is crucially needed ACCEPTANCE. Monthly dinners of the officers and annual dinners of the media personals GOVERNMENT DGPR PUBLIC Recrea�onal and other events should be hosted by DGPR A public rela�ons officer represents an Internships; specifically, internees from the organiza�on or company as the face that the Mass Communica�on department and must also media sees. In clear words we are the front-line be given some s�pend rangers dealing with the media. An A�er-Corona-Punjab slogan should be raised to neutralize the damages Spinning the world of Print Media on the We must associate ourselves with the pivots of the Press releases, Handouts, Ar�cles environment, DGPR should raise environment and packages is the most exci�ng hobby I have saving campaigns to ensure a healthy link with the public, these campaigns will boast the energy 17 DGPR VANTAGE of the young genera�ons A literary fes�val must be held annually Apprecia�ng the works must be really focused, of the officers and the society

History And Role Of Directorate -General Public Relations, Punjab By: Javed Younis Public rela�ons is the prac�ce of managing and Officer. The Unionist Ministry in the Punjab at dissemina�ng informa�on from an individual or that �me wanted to check-mate the Muslim an organiza�on to the public in order to affect League movement which by then had gathered their public percep�on. Public rela�ons and momentum and emerged increasingly stronger. publicity differ in that PR is controlled internally, The Ministry, however, dubbed it as whereas publicity is not “Communalism”. They decided to u�lize the controlled and contributed by external par�es. Informa�on Bureau for counterac�ng and The Directorate of Public Rela�ons has a long checking its ever growing popularity. chequered history which merits recapitula�on In August 1947 when Pakistan came into being and re-collec�on to understand the changes, it Syed Nur Ahmed was recalled to reorganize the has undergone since its incep�on. The first Directorate. He con�nued to hold the post of official agency for dissemina�ng informa�on was Director Public Rela�ons, �ll 1953 when he was the Informa�on Bureau, which was formed in replaced by Mr. Mohammad Sarfraz with the February, 1925. The late Nawab Muzzafar Khan status of Addi�onal Secretary and Director Public was its Director. In 1938, Syed Nur Ahmad was Rela�ons, Government of the Punjab. He held appointed as the Director. this post �ll the integra�on of West Pakistan on When World War II broke-out, a War Publicity October 14, 1955. Later, this Directorate was Department was created in 1939 under the upgraded as Directorate-General Public charge of a Bri�sh I.C.S. officer. The need for Rela�ons in 1984. mobilizing the public opinion in favour of the Directorate-General Public Rela�ons is the eye Allies was felt with an acuteness greater than and ear of the government and sole department ever, when the Japanese entered the War and to highlight and project government policies. began to advance towards India and Burma With the passage of �me, Directorate-General is front. Accordingly, a Song Publicity organiza�on equipped with modern tools for dissemina�ng was set up to tour the interior and assist in the informa�on. Now-a-days, Directorate General recruitment campaign. The director of the Public Rela�ons is using print, electronic and Informa�on Bureau maintained liaison with the social media for projec�ng government policies, Press to feed them with official news. public welfare- oriented projects etc. There are In 1945-46, the Informa�on Bureau and the nine divisional offices, 27 district Na�onal Home Front were amalgamated and a Informa�on offices and one liaison office at new department, designated as Directorate of Karachi. Divisional offices headed by director Public Rela�ons came into being. Director public rela�ons and district informa�on offices General was Mr. Pervaiz Ismail, a senior I.C.S. run by deputy directors/informa�on officers. DGPR VANTAGE 18

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