June 27, 2025.
Punjab Agriculture Minister Sh. Gurmeet Singh Khuddian, encouraged the extension personnel from agriculture and allied departments to learn and develop communication and media skills for effective message delivery to the farming community. He was speaking during the training on “Communication and Media Skills” organized by Punjab Agricultural Management and Extension Training Institute (PAMETI) from June 24-27, 2025.
He said that field functionaries serve as a crucial link between research institutions and the farming community. Training in communication and media skills would equip them to deliver technical information in a clear, simple, and engaging manner. With the efficient use of various communication platforms including traditional and modern media, they would be able to extend their outreach to farmers living in remote areas.
Dr K B Singh, Director PAMETI also highlighted that capacity building of extension officials boost their confidence in using media tools to reach farmers more effectively.
This training was held in collaboration with Extension Education Institute (EEI), Nilokheri, Karnal. The training witnessed active participation from 40 extension officials from state agriculture and allied departments. The programme was aimed at capacity building of extension functionaries in effective message delivery and media engagement.
Earlier, during the inaugural session, Ms. Bharti Madan, Deputy Director (IT), PAMETI, and Dr. Jasvinder Kaur, Assistant Professor, EEI, Nilokheri, engaged with the participants and outlined the objectives of the training. They also conducted an ice-breaking session to initiate interaction among the trainees.
Verbal and Non-Verbal Communication, Writing skills for both print and digital media, Use of social media, Scriptwriting for Radio and TV talks were key topics covered during the training. A practical session on delivering TV talks was also conducted, during which participants took on the roles of interviewers and interviewees. These talks were recorded and later reviewed to help trainees understand the best practices and common mistakes involved in delivering impactful media presentations.
Training included various activities, exercises and hands on session on video editing which allowed participants to apply their learning practically. An exposure visit to the office of “Apni Kheti” mobile app in Mohali was also conducted to witness the use of modern communication media including computer, Internet and mobile phones for delivery of effective extension services to the farmers.
Participants expressed great satisfaction with the training and appreciated the interactive methodology adopted.