Pakistan, Sept. 22 -- News now travels in seconds. Public opinion is shaped not only by newspapers and television but increasingly by social media, short videos, podcasts and digital conversations. For government communication, this has changed the basic task: it is no longer enough to issue information; institutions must deliver it quickly, clearly and in formats audiences actually use.

This shift is increasingly visible in the Directorate General Public Relations (DGPR), Punjab, where the Digital Media Wing (DMW) is being developed as a more multimedia-oriented arm of government communication. The transformation represents a move from a largely press-release-driven workflow towards a system combining written news with video, graphics, ...