Study on P.R. Activity of Madhya Pradesh
(During Last Five Years)

Dr. Arti Sarang[1]
Ms. Supriya Pandey[2]

 Abstract

This paper explores the public relations strategies employed by the Department of Public Relations (DPR) in Madhya Pradesh, examining how regional, cultural, economic, and political factors influence its communication practices. Through qualitative interviews and content analysis of the DPR’s official website, the research identifies key PR strategies, including the use of regional and tribal influencers, digital media policies, and a strong focus on content, audience targeting, and feedback mechanisms.The research highlights the department’s proactive approach in addressing misinformation, using live content, and leveraging digital platforms to engage with the public.Additionally, the paper examines the budget allocation for PR activities, emphasizing its focus on maintaining the state’s public image and development.The effectiveness of these PR efforts is assessed in terms of public engagement, media coverage, and the achievement of communication objectives, with special attention to the role of third-party audits and real-time content dissemination. The findings indicate that the DPR’s PR strategies are effectively fostering transparency and trust, though there remains a need for further research on the department’s social media presence.Thisresearch contributes to the understanding of state-level PR strategies in India, addressing a gap in existing literature on Madhya Pradesh’s unique PR practices.

Keywords: Public Relations, Department of Public Relations, Madhya Pradesh, PR strategies. 

Introduction

This study examines the PR strategies of the Madhya Pradesh government over the past five years, focusing on the unique socio-cultural, political, and economic landscape of the state. Government-led PR plays a crucial role in shaping public perception, communicating policies, and building trust with citizens.

In Madhya Pradesh, where cultural diversity and rural-urban divides are pronounced, the Directorate of Public Relations (DPR) faces the challenge of reaching varied audiences effectively. The DPR employs both traditional media, such as newspapers, television, and radio, and modern digital platforms to engage with urban and rural populations alike.

Regional and cultural factors heavily influence PR campaigns, necessitating approaches that respect local customs and beliefs. For example, issues such as sanitation and women’s empowerment require culturally sensitive messaging to resonate with different communities.

Economic factors also shape PR strategies, as Madhya Pradesh’s largely agrarian economy means campaigns frequently emphasize schemes supporting farmers, rural livelihoods, and local industries.

The political environment also impacts PR activities, with campaigns often aligned to emphasize the current administration’s achievements.

PR activities aim to create a favorable image, build transparency, and foster trust, balancing government priorities with citizen needs. This dual focus is essential for maintaining a positive public perception in a politically dynamic state.

Evaluating the effectiveness of PR campaigns involves analyzing public engagement, media coverage, and whether campaigns achieve their intended goals.

This research aims to understand how these government-led PR efforts affect public opinion and government-citizen relationships. Insights gained from this research will offer recommendations for optimizing PR strategies in Madhya Pradesh, providing a framework for enhancing government communication in other regions with similar diversity and challenges. 

Review of Literature

This literature review examines key contributions to understand the role of PR in promoting tourism and importance of PR in India:

“Role and Impact of Social Media in Tourism: A Case Study on the Initiatives of Madhya Pradesh State Tourism” The author highlights the role of social media in boosting India’s travel and tourism industry, focusing on its effectiveness in reaching young urban consumers. It highlights the growing impact of social media advertising, particularly in campaigns like “Incredible India” and “Bharat Darshan.” The study also explores the tourism sector’s economic contribution to GDP and employment, as well as the government’s use of social media for promotion. It concludes by projecting significant growth in social media advertising within the tourism sector. (Gohil,2015)

“Is Incredible India Campaign a reason for growth in tourism? A case study of Madhya Pradesh” highlights the rise of Madhya Pradesh as a tourist destination, focusing on its UNESCO sites, national parks, and wildlife sanctuaries. It highlights the state government’s efforts to promote tourism through a new policy and an advertising campaign by Ogilvy & Mather, creators of “Incredible India.” The study analyzes how these strategies have boosted tourism and strengthened the state’s brand image. (Mishra,2017)

“Regional Public Relations: A New Frontier of Growth in India’s Public Relations Landscape”The author highlights the rapid growth of regional public relations (PR) agencies in India over the past two decades. It examines the factors contributing to the expansion of these agencies, along with the scope, challenges, and opportunities they face. The study highlights the role of local PR agencies in bridging the gap between national-level firms and smaller, dynamic markets with unique socio-cultural nuances. Additionally, the research aims to provide insights into the evolution and operational mechanisms of regional PR in India and its future prospects. (Bhargava,2021)

“Heart of Incredible India: Promoting Madhya Pradesh as a Destination Brand” highlights Madhya Pradesh Tourism’s strategy to attract domestic tourists by positioning itself as a family-friendly destination. It examines challenges in creating a unique identity amidst competition and analyzes the campaign’s development and communication hurdles, offering insights into effective tourism marketing. The research concludes that campaigns shape destination brands, boost development through marketing, and rely on strategic communication and stakeholder collaboration for success. (Kour,2023)

Khare, Raghuwanshi & Vashisht(2023) “Identifying the Factors of Public Relations activities & it’s Impact on the Growth of SSIS in India” highlights that public relations (PR) is essential for the growth of Small Scale Industries (SSIs) in Madhya Pradesh. PR helps build brand reputation, increase visibility, and strengthen relationships with stakeholders like customers, media, and investors. Effective PR strategies, including media relations and influencer campaigns, enhance SSIs’ credibility, especially in the digital age. The study emphasizes the importance of integrating PR with marketing to boost brand awareness, manage reputation, and drive growth, enabling SSIs to thrive in a competitive market. 

Research Gap

Despite extensive research on Public Relations in various sector at the national level in India and the tourism of Madhya Pradesh, there is a notable gap in understanding state-specific approaches.

The public relations framework of Madhya Pradesh, with its unique regional, cultural, and political influences, remains underexplored, necessitating a focused study on its strategies and their localized impact.

My study fulfilled this gap and explored the PR activities of Madhya Pradesh happened during last five years. 

Significance of the Study

This study will contribute to understanding the role of PR in governance, offering valuable recommendations to optimize government communication strategies in Madhya Pradesh.

1. Identification of PR Strategies:

The study will examine the PR strategies utilized by the DPR to promote government schemes, address public grievances, and build a favorable image of the administration. This includes traditional and digital media campaigns, grassroots outreach programs, and events promoting government policies. 

2. Influence of Regional, Cultural, and Economic Factors:

The research will analyze how Madhya Pradesh’s cultural diversity, regional variations, and economic conditions shape the design and execution of PR activities. It will explore the localization of messages to suit different audiences across urban and rural demographics. 

3. Role of PR in Crisis Communication:

The study will assess how PR activities have been employed during crises such as natural disasters or the COVID-19 pandemic to ensure public safety, manage perceptions, and maintain transparency. 

4. Evaluation of Effectiveness:

The effectiveness of PR campaigns will be measured in terms of public engagement, media coverage, and the achievement of communication objectives. Key performance indicators will include audience reach, feedback, and behavioral impact. 

5. Comparative Insights:

The research will provide comparative insights into PR activities across sectors such as tourism, healthcare, education, and rural development, offering a comprehensive understanding of the government’s communication framework. 

Objectives of the Study

1. To identify the PR strategies employed by government PR agency in Madhya Pradesh.
2. To examine how regional, cultural, economic, and political factors influence PR activities in Madhya Pradesh.
3. To assess the effectiveness of PR campaigns in M.P. in terms of public engagement, media coverage, and achievement of communication objectives. 

Research Methodology

This study is based on Qualitative research method. A Structured Interview ofMr. Sunil Verma, Assistant Director of the Department of Public Relations is conducted, along with the analysis of the official website of the Department of Public Relations, Government of Madhya Pradesh.

1. Tools:

• Structured Interview: A structured interview will be developed with open-ended questions to gather in-depth responses. Questions will focus on PR strategies, challenges faced, public engagement, and the role of cultural, regional, and political factors.
• Website Content Analysis: DPR’s online presence will be examined through its official website. Metrics such as, website traffic, domain rank, campaign themes, and frequency of updates alongside news updates will be assessed.

2. Sampling:Non-random, Judgemental and Purposive sampling method. 

Data Interpretation & Analysis:

• Interview content analysis:

The interview was conducted with Mr. Sunil Verma, Assistant Director of the Department of Public Relations, Government of Madhya Pradesh, a seasoned professional with extensive experience in strategizing and implementing public communication initiatives at the state level.

The data collected through structured interviews provides valuable insights into the Public Relations (PR) activities of Madhya Pradesh’s government agencies. It highlights a multifaceted approach to PR, blending traditional and digital strategies to communicate effectively with the public. Key findings suggest that themes and messages for campaigns are often influenced by regional, cultural, economic, and political contexts, underscoring the importance of localized and inclusive communication. Digital platforms are emerging as vital tools, although traditional media channels remain integral to the PR mix.

The analysis reveals that regional diversity, economic conditions, and cultural heritage play a pivotal role in shaping PR strategies. Government agencies strive to balance these factors while ensuring messages resonate across different socioeconomic groups. Cultural and religious sensitivities further guide the tone and content of campaigns, reflecting the rich diversity of Madhya Pradesh.

In terms of effectiveness, PR campaigns are evaluated based on public engagement, media coverage, and the achievement of communication objectives. Metrics and feedback mechanisms, such as public perception surveys and media analytics, provide critical insights into the success and shortcomings of initiatives. Examples of successful campaigns demonstrate the significance of clear objectives, strategic planning, and the use of multiple channels for outreach.

• Interpretation:

The Department of Public Relations (PR), Government of Madhya Pradesh, emerges as a trailblazer in public communication, leveraging a multifaceted strategy that seamlessly integrates traditional wisdom with modern innovations. Anchored in the principles of the 5 Ws and 1 H of the event, the department ensures its media plans are comprehensive, precise, and impactful, catering to the diverse socio-cultural fabric of the state.

A standout feature of the department’s PR activities is its focus on influencer marketing, which strategically taps into the power of regional and tribal influencers. Recognizing the trust and authenticity these local voices command, the department organizes influencer meets with the Chief Minister (CM) of Madhya Pradesh, fostering direct interaction and engagement. These initiatives empower influencers to act as bridges between the government and the people, effectively amplifying messages in a culturally sensitive manner. Tribal and Regional influencers are particularly encouraged, reflecting the department’s inclusive approach.

To adapt to the digital era, the department is actively working on a comprehensive digital media policy, aiming to position itself as a proactive force in the digital domain. Real-time content uploading, coupled with robust fact-checking mechanisms, ensures that viral content is met with counter-factual responses, safeguarding public trust and combating misinformation. Platforms like Facebook Live and Twitter Live are used extensively to connect with the audience, making communication transparent and accessible. Live content, though challenging, serves as a vital tool for engaging the public in real-time and addressing their concerns with immediacy.

Financial prudence is another hallmark of the department’s operations. With budget allocation strategically directed towards both development and PR activities, resources are used efficiently to maintain a favorable public image while driving the state’s growth. The department’s dual branding strategy highlights the CM of Madhya Pradesh and other government officials as key figures symbolizing progress and leadership. This reinforces the brand identity of the state government, positioning it as visionary and people-centric.

The department’s approach to communication prioritizes the right message through the right channels, emphasizing the importance of content quality, target audience insights, and regular feedback. For instance, during the Ladli Lakshmi Yojana campaign, over 1 crore 20 lakh messages were disseminated to gather public feedback, exemplifying its commitment to a participatory communication model. This feedback loop is further strengthened through third-party audits, ensuring transparency and accountability in evaluating PR efforts.

The effectiveness of the department’s strategies is evident in how things naturally fall into place, often leading to organic word of mouth publicity, turning campaigns into “charcha ka vishay” (talk of the town). This grassroots-level impact highlights the department’s ability to resonate deeply with the people. The use of factual and real-time content not only convinces the audience but also builds trust, making the government’s efforts relatable and credible.

Ultimately, the Department of PR, Madhya Pradesh, stands out as an exemplar of dynamic and inclusive public relations. Through its innovative use of digital platforms, influencer networks, and strategic branding, coupled with its commitment to transparency and public engagement, the department continues to set benchmarks in fostering trust, ensuring accountability, and driving meaningful dialogue with the citizens of Madhya Pradesh.

• Website content analysis:

Overview:

The official website of the Department of Public Relations (DPR), Government of Madhya Pradesh (https://www.mpinfo.org/), serves as a digital cornerstone for the state’s communication strategy. The analysis of its online presence reveals a structured and methodical approach to disseminating information, fostering engagement, and maintaining transparency. Metrics such as website traffic, domain rank, backlinks, keywords, campaign themes, and the frequency of updates highlight the effectiveness and scope of the department’s digital initiatives.

The website traffic reflects a steady influx of visitors, indicating its relevance and accessibility to the public. A respectable domain rank further underscores the site’s credibility and authority in the digital space. The presence of a robust network of backlinks suggests successful partnerships and mentions across reputable platforms, enhancing its visibility and reach. The strategic use of keywords ensures the website is optimized for search engines, allowing it to rank high for relevant queries and effectively capture the target audience.

A detailed review of campaign themes showcased on the website highlights the department’s emphasis on promoting flagship initiatives such as Ladli Lakshmi Yojana and other welfare programs mentioned below. The content is thoughtfully curated to align with the state’s priorities, targeting diverse demographic and regional audiences.

The frequency of updates is commendable, with regular postings of news, announcements, and press releases, ensuring that the public remains informed in real-time. This is complemented by a focus on maintaining timely news updates, which reinforces the website’s role as a reliable information hub.

Data from the Website (2019-24):

Organic Search traffic– 177.4k

Backlinks– 196M

Domain rank – 7.9k

	Traffic share	Traffic	Keywords
India	99%	177.5k	25.9k

 

Branded vs. Non-Branded Traffic:

Branded	16.3%	174 keywords
Non-Branded	83.7%	25.7K keywords

 

Organic traffic and paid traffic for 2 years.

Campaign Themes:

Urban Development and Housing-

• Madhya Pradesh housing re-development policy, 2022
• Madhya Pradesh rental housing policy, 2021
• Real Estate policy for Madhya Pradesh, 2019
• Homestay Scheme

Public Health Engineering-

• Health sector Investment promotion scheme
• Ayushman Bharat Niramayan Program
• Swasthya Kshetra Nivesh Protsahan Yojana

Tourism-

• TVC campaign – Moh Liya Re, The Tale: Jo Aaya So Wapis aaya, ye MP ki Maaya
• Best tourism Village title given by the Central government.
• WTM responsible Tourism India Awards

Food-

• Mukhya Mantri Annapurna Yojana
• Deen Dayal Rasoi Yojana
• Poshan Aahaar

Water Resources-

• Atal Bhujal Yojana
• Jal Jeevan Mission
• Ek Panch Ek Taalaab Program.
• Namami Devi Narmade 

Frequent news updates

News updates from regional newspapers = every 1 to 2 days.

Latest news categories ratio: Educational to CM News = 1:10

Other categories including higher educational loans, welfare of backward classes and tribal groups, technology and energy efficiency programs are updated every day.

Overall, the DPR’s official website stands as a testimony to the government’s commitment to leveraging digital platforms for public engagement. By effectively utilizing SEO strategies, maintaining transparency, and ensuring consistent communication, the department has established a strong online presence that aligns with its broader PR objectives. 

Findings of the Study:

The research conducted on the public relations (PR) activities of the Department of Public Relations (DPR), Government of Madhya Pradesh, through a combination of interview interpretations and website content analysis, provides valuable insights into the department’s strategies, strengths, and areas of focus. It highlights how the DPR has evolved as a robust communication body, leveraging both traditional and modern channels to foster transparency, trust, and engagement with the public.

DPR usually promotes the public addresses by the CM. Overall it has been evident through the analysis that the DPR focuses on promoting, the schemes and policies run by MP government, various sectors likeurban development and housing; public health engineering; tourism; food; water resources andthe government dignitaries through different Public Relation activities. It can be seen as Jansampark MP is active across all major communication channels. The innovative PR campaigns designed by the Department of Public Relations have been successful in achieving their objectives from time to time, evidently, the Ladli behana yojana, TVC ‘Moh Liya Re’ and the ‘Regional Industrial Conclave’ Campaign have proved to have a phenomenal impact on the public, gaining more than 10lakh views over social media platforms, and raising the engagement rate of the website in leaps and bounds.

We can say that coverage of news is mostly focused on the CM figure of the government of M.P. and rarely on welfare activities and results. 

Key Findings:

1. Strategic Use of PR Tools and Influencer Marketing

The department exhibits a keen understanding of the importance of connecting with regional populations, particularly through regional and tribal influencers. By organizing influencer meets with the Chief Minister, the DPR effectively personalizes its communication, making it relatable and culturally sensitive. This innovative approach fosters authenticity and amplifies the reach of its messages.

1. Proactive Digital Presence

The DPR is making significant strides in its digital transformation. By working on a comprehensive digital media policy, utilizing platforms like Facebook Live and Twitter Live, and emphasizing real-time content uploading, the department ensures it remains responsive and accessible. The proactive countering of fake news and misinformation, coupled with efforts to fact-check viral content, underscores its commitment to delivering factual and reliable information.

1. Comprehensive Communication Framework

The department’s campaigns are structured around the 5 Ws and 1 H of the event, ensuring a holistic communication strategy. By focusing on delivering the right message through the right channels, backed by feedback mechanisms and third-party audits, the DPR ensures its messages resonate with diverse audiences. Its emphasis on content quality, target audience understanding, and feedback incorporation reflects a participatory approach to PR.

1. Effective Branding Strategies

The DPR employs dual branding strategies that emphasize the leadership and achievements of the Chief Minister and key government officials. These strategies position the government as visionary and people-centric, enhancing its public image while promoting trust and transparency.

5. Website as a Digital Communication Hub

The department’s official website serves as a well-optimized, reliable source of information. Metrics such as high domain rank, strong backlink networks, and effective keyword usage demonstrate its digital credibility. Regular updates on news, programs, and initiatives ensure the site remains relevant and engaging. Campaign themes reflect the government’s priorities, while timely updates reinforce transparency and accessibility.

1. Public Engagement and Impact

The DPR’s communication efforts have shown significant public engagement. Campaigns like Ladli Lakshmi Yojana, which disseminated over 1 crore 20 lakh messages through whatsapp for feedback, exemplify its ability to involve citizens actively. The effectiveness of these campaigns often leads to oral publicity or “charcha ka vishay” (talk of the town), amplifying their impact beyond traditional media. 

Conclusion:

Conclusively, the research reveals that the DPR, Government of Madhya Pradesh, has effectively adapted to the evolving demands of public relations by blending traditional communication methods with modern, digital-first strategies. Its focus on regional inclusivity, cultural sensitivity, and proactive digital engagement sets it apart as a forward-thinking department committed to fostering trust and transparency.

By emphasizing influencer marketing, factual communication, and robust feedback mechanisms, the department not only connects with diverse audiences but also establishes itself as a credible source of information and a strong advocate for the state’s developmental goals.

Going forward, the department’s continued focus on enhancing digital strategies, addressing challenges like misinformation, and refining feedback-driven campaigns will further strengthen its role as a key communicator between the government and the people of Madhya Pradesh. The findings of this research underline the importance of a dynamic, inclusive, and participatory approach to public relations in achieving long-term engagement and trust.

Overall, Public Relation campaigns and activities of the state have been foresightful in determining the appeal of the State and contributed to the economic development of the State, and improved the branding of the department of PR in the minds of the people. 

References:

• Gohil, N. (2015). Role and impact of social media in tourism: A case study on the initiatives of Madhya Pradesh State Tourism. Semantic Scholar. https://www.semanticscholar.org/paper/Role-and-Impact-of-Social-Media-in-Tourism%3A-A-Case-Gohil/b51aaef7066b14589b8a494ec96baaf6dc95f5bc
• Mishra, R. (2017). Is Incredible India campaign a reason for growth in tourism? A case study ofMadhya Pradesh. ResearchGate. https://www.researchgate.net/publication/344401678_Is_Incredible_India_Campaign_a_reason_for_growth_in_tourism_ A_case_study_of_Madhya_Pradesh#:~:text=The%20state%20government%20following%20the,a%20brand%20image%20of%20the
• Bhargava, S. (2021). Regional public relations: A new frontier of growth in India’s public relations landscape. Revista Gestão Inovação e Tecnologias, 11(4), 5340-5360. https://www.researchgate.net/publication/354643004_Regional_Public_Relations_A_New_Frontier_of_ Growth_in_India’s_ Public_Relations_Landscape
• Khare, R., Raghuwanshi, V., & Vashisht, S. (2023). Identifying the factors of public relations activities & its impact on the growth of SSIS in India. ResearchGate. https://www.researchgate.net/publication/371795699_Identifying_the_Factors_of_Public_Relations_Activities_its_Impact_on_the_ Growth_of_SSIS_in_India
• Kour, G. (2023). Heart of Incredible India: Promoting Madhya Pradesh as a destination brand. SAGE Journals. https://journals.sagepub.com/doi/10.1177/25166042221147092
• Department of Public Relations (DPR), MP. (n.d.). Retrieved from https://www.mpinfo.org/
• Archives of DPR, M.P.
• Additional data retrieved from https://www.semrush.com/projects/

[1]Head, Dept. of Mass Communication, Makhanlal Chaturvedi National University of Journalism & Communication, Bhopal,

E-mail- prasoonarti@gmail.com

[2]Student, Advertising & Public Relations Department, MCU Bhopal, Email- supriyapandey0711@gmail.com