As a Social Media Executive at the Press Information Bureau (PIB) in Chandigarh, I had the exciting opportunity to be part of the Rozgar Mela initiative, a significant employment drive launched by Prime Minister Narendra Modi. This nationwide effort aims to streamline recruitment across various government departments and ministries, ultimately helping lakhs of young Indians secure formal government jobs.
In this blog, I share my experience supporting the Rozgar Mela through digital communication, social media, and public relations, while aligning with PIB’s mission of timely information dissemination.
My Responsibilities at PIB Chandigarh
At PIB Chandigarh, my main role was to manage the digital and social media coverage of Rozgar Melas organised in Punjab, Haryana, and Chandigarh. I was part of a dedicated outreach team focused on connecting with our local communities. Here’s a glimpse of my responsibilities:
Event Digital Marketing
- I shared vital information about upcoming Rozgar Melas, like the date, venue, schedule, and notable attendees, across PIB’s official social media platforms.
- My team and I crafted awareness content to help the public understand what to expect from these events, making them feel more accessible and welcoming.
Digital Promotion (Before, During, and After Events)
- I was in charge of live coverage on PIB’s social media channels, ensuring real-time updates reached our audience during the events.
- We highlighted key moments, such as PM Modi’s speeches, the distribution of appointment letters, and inspiring success stories from the youth.
- After each event, we engaged with the community by sharing outcomes, personal experiences from beneficiaries, and employment statistics to keep the conversation going.
Content Creation
I took pride in producing and editing various engaging content, including:
- Heartwarming video snippets featuring recently appointed candidates sharing how these opportunities transformed their lives.
- Visual highlights capture the essence of the event and the dignitaries’ presence.
- Creative social media graphics that summarised important announcements and employment data in a digestible format.
Public Relations
- Coordinated with regional media houses to ensure structured event coverage.
- I shared official press releases and collected media feedback to better understand public sentiment, which helped us refine our outreach efforts.
- I maintained detailed reports on media coverage to inform our future strategies.
Navigating Real-Time Challenges
One of the biggest challenges during this initiative was managing the simultaneous organisation of Rozgar Melas across multiple cities and states. Each location had a Union Minister present to distribute appointment letters on behalf of the Prime Minister, while PM Modi addressed the youth of India via a live digital conference. The events unfolded in various settings—auditoriums, universities, and government community centres—each equipped with large screens for seamless live streaming of the Prime Minister’s speech. For PIB, this created a logistical puzzle: how to effectively cover multiple events happening at once. To address this, we assigned various officials to oversee ground-level reporting and coordination from specific event locations.
As a Social Media Executive, I was tasked with gathering information and producing high-quality digital content in real-time. This meant jumping into action as soon as I received visuals, quotes, and key highlights. I worked closely with my team to develop and post content promptly, ensuring that regional media outlets also had access to the same materials for their coverage.
This fast-paced environment required quick thinking, strong coordination, and clear communication, especially with tight deadlines looming.
Celebrating Our Impact
I’m proud to say that my efforts in digital communication led to several positive outcomes:
- Wider Reach: We managed to amplify the visibility of the Rozgar Mela, reaching audiences far beyond those who attended in person.
- Informed Public: We ensured that both the public and media received accurate, timely information directly from official channels.
- Youth Connection: We helped humanise government initiatives by showcasing the inspiring stories of successful candidates, fostering a sense of community and engagement among young people.
Final Thoughts
Participating in the Rozgar Mela initiative allowed me to see firsthand how effective communication, digital storytelling, and media collaboration can drive meaningful governance. This experience reinforced the necessity of transparency and timeliness in engaging citizens with large-scale government programs.
Despite the challenges of coordinating real-time coverage across different locations, the combined effort of officials, field reporters, media partners, and our digital team made it possible to effectively cover this vital national initiative. It was not just a job; it was a fulfilling mission to connect with and empower our youth, making a real difference in their lives.