Rajasthan to Launch 'Naveen Prasarak Policy': A New Initiative for Government Scheme Promotion

In a significant move, the BJP-led Rajasthan government under Chief Minister Bhajanlal Sharma is set to introduce the innovative "Naveen Prasarak Policy" to promote government schemes. The policy aims to ensure accessibility to government welfare schemes for the last person in the social hierarchy, thereby achieving the goal of Antyodaya. Social media influencers will play a crucial role in this initiative by spreading awareness among the public about various schemes and programs.

As part of the policy, influencers will be categorized into two groups:

Category A: Influencers with over 1 lakh subscribers or followers.

Category B: Influencers with 7,000 to 1 lakh followers.

One influencer from each category will be selected at the district level, while divisional levels will have two influencers from Category A and one from Category B. These influencers will post daily updates related to government schemes on their social media accounts like Facebook, X, Instagram, and YouTube. Additionally, they will share or repost posts from official government handles to maximize outreach.

The Department of Information and Public Relations (DIPR) will oversee their activities, with district officers mentoring them. Influencers will also be trained in skills such as content creation, video-audio editing, SEO, social media management, and branding.

Evolution of Publicity Methods

Since independence, Rajasthan's government has used traditional methods like fairs, street plays, puppet shows, and seminars for publicity. Gradually, tools like film screenings, exhibitions, newspapers, and radio emerged as prominent mediums. The advent of the digital age introduced email, digital presentations, and, most recently, social media, which revolutionized communication and publicity. Today, social media platforms have overshadowed older methods, enabling rapid dissemination of information.

However, traditional and non-conventional methods still hold importance, especially in Rajasthan’s tribal and desert regions, where internet connectivity remains a challenge. These areas benefit greatly from conventional outreach strategies.

The Road Ahead

Despite limited resources, the DIPR has implemented innovative approaches like public radio announcements via loudspeakers on telephone poles, proving effective during emergencies. With the introduction of the Naveen Prasarak Policy, it will be intriguing to observe how social media influencers, in collaboration with the government, manage to implement this ambitious plan and reach the remotest corners of Rajasthan with government initiatives.