Promoting Unity and Leadership for Social Empowerment (PULSE), in collaboration with the Global Neighbourhood for Media Innovation (GNMI), conducted a two-day capacity-building training titled Effective Media Handling and Strategic Communication for Public Officials at the Deputy Commissioner South Karachi Complex, from April 29–30, 2025. The session brought together 43 officers from the District Administration, including Deputy Commissioners from Karachi’s seven districts, to enhance their communication skills in the face of an increasingly dynamic and fast-paced media landscape.
The initiative stemmed from a joint needs assessment conducted earlier this year by GNMI and Commissioner Karachi Division, which identified critical gaps in crisis communication and public messaging among government officials. In his opening remarks, Husnain Raza, Director of Programs at GNMI, emphasized the urgent need for such training, citing the growing influence of digital platforms and the spread of unchecked disinformation.
Faysal Aziz Khan, senior broadcast journalist, President of PULSE (USA), and chief trainer of the workshop, led the primary session. He explored the shifting media landscape, underlining the transition from traditional to digital platforms such as WhatsApp, Facebook, and X. Citing data from Pakistan’s media regulator, PEMRA, he discussed the expanding influence of these platforms and the associated risks of misinformation. He introduced participants to practical Artificial Intelligence (AI) tools and strategies for crafting human-centered and credible messaging, while also highlighting the importance of ethical considerations in AI-driven content creation.
Co-trainer Syed Masood Raza, senior broadcast journalist, conducted an in-depth session on building media presence and refining interview techniques. His training focused on both verbal and non-verbal communication, including body language, tone, and professional attire. Raza also offered hands-on guidance for navigating different media formats—from live interviews to press conferences—and facilitated mock press conference drills to help participants develop real-time messaging strategies.
Commissioner Karachi Division Syed Hassan Naqvi, who attended the certificate distribution ceremony, emphasized the critical need for public administrators to communicate in ways that are “clear, credible, and prompt,” especially during emergencies. He stressed the importance of media sensitization among government officials and their ability to confidently engage with both traditional and digital platforms.
This training session aligns with PULSE’s broader mission to bridge the gap between government and citizens through strategic communication, responsible media engagement, and capacity building. The organization reaffirms its commitment to promoting transparent governance and strengthening the role of communication in public service.
