Baalu bawls at low media coverage of Ministry

When contacted, Prasad said it will be his endeavour to address the concerns of the Environment Ministry. Baalu refused to respond despite repeated attempts.

As a good gesture, Principle Information Officer (PIO) to the Government of India, Joint Secretary (Policy) from the I&B Ministry and Doordarshan officials will be working with the Environment Ministry to highlight its achievements in the media.

While Baalu has not specified the areas that need special media exposure, sources said he feels his Ministry has been neglected by the press, which comes under the I&B Ministry. ‘‘The Minister felt that the public is not aware of environment issues due to lack of exposure,’’ officials said.

Meanwhile, Environment Ministry sources said an impression had formed that Baalu is an inaccessible Minister who never exceeded the brief. ‘‘At press conferences, he usually begins with ‘I am going to respond to questions for which conference has been called,’’’ sources said.

An image makeover for Baalu is also underway. ‘‘He has been asked to soften up to the press and interact with them frequently and cultivate a media-friendly image,’’ sources in the Ministry said.

A meeting was held last week to work out modalities for popularising the achievements of Baalu’s Ministry. It is also learnt that I&B Secretary Pavan Chopra has written to the Planning Commission requesting that norms be specified for ministries, who wish to advocate their achievements to the public.

‘‘The norms will also specify the budget that needs to be set aside for creating content which does not come cheap,’’ officials said.

A case in point, officials point out is the success of the ‘‘School Chale Hum’’ campaign with Prime Minister A.B. Vajpayee exhorting children to attend school. Produced by private producers Bharat Bala Productions for the HRD Ministry, the campaign, officials say, has struck a chord with viewers.

While roping in Bala Productions comes at a hefty price tag, Ministry officials are looking at other options to sensitise officials to environment and economic issues.

‘‘We do realise that information officers are not adequately equipped to handle specific issues concerning ministries and will be working on training them. This also includes sending them on training courses abroad,’’ officials in the ministry said.

Ironically, at a meeting held yesterday as a follow-up, no Environment Ministry official was present. Official reason: They did not receive proper communication from the I&B Ministry.