“In this rapidly evolving media landscape, the role of Media and Public Relations Officers is more critical than ever,” said Dr. Shashank Goel, IAS. He emphasized the importance for media professionals to keep their skill sets current and up-to-date by adopting a proactive approach to continuous learning and professional development. He called upon media professionals to embrace innovation while staying true to their core values of honesty, integrity, and accountability.

The “Two-week Training Program on Media Management for Media Professionals from Sri Lanka,” conducted by Dr. MCR HRD Institute, concluded recently. Sponsored by the Ministry of External Affairs under the Indian Technical & Economic Cooperation (ITEC) Program, the training aimed to equip participants with new skill sets and competencies necessary to navigate the profound transformation in media and communication driven by technological advancements. Dr. Shashank Goel, IAS, DG of the Institute & Spl. Chief Secretary to the Government of Telangana, highlighted the significance of the training program, stating that it involved sessions led by senior professionals from print, electronic, and social media industries.

Dr. Goel noted that the training was not confined to classroom lectures but included subject-related field visits to places like T-Hub, Deccan Development Society at Zaheerabad, Ramoji Film City, and the Integrated Command and Control Centre of Hyderabad Police. Additionally, visits to cultural and historical sites in Hyderabad and Warangal, as well as Nagarjunasagar to see Nagarjunakonda and Buddhavanam, were organized to provide a comprehensive learning experience. The delegation also visited renowned media and PR house Media Plus for a hands-on session on Social Media Training and use of AI in digital media on the concluding day.

Dr. Goel expressed confidence that the training program would enhance the media capabilities of the trainee officers and strengthen the centuries-old bilateral relations between India and Sri Lanka. Mr. Sugeeswara P. Senadhira, Media Advisor to the Prime Minister of Sri Lanka and one of the trainees, praised the fusion of lectures and field visits for offering a complete understanding of various aspects of media management.

The event concluded with a high-voltage cultural program presented by the media professionals. Dr. Madhavi Ravulapati, Course Director & Head CLP & CIS, noted that the ITEC Program had significantly increased its reach, training over 11,000 participants in the current financial year compared to about 4,000 in 2006-07. Dr. MCR HRD Institute continues to offer training programs for a global audience under the ITEC Program. Dr. Madhavi conducted the proceedings, and Prof. Abbas Ali proposed a vote of thanks.