By Ramakant Chaudhary
The Union Budget 2024-25, which resonates with the spirit of ‘Viksit Bharat,’ emphasizes inclusive growth with a focus on Mahilayen, Garib, Yuva, and Annadata. This budget is significantly influenced by the impact of the Lok Sabha elections, which re-elected PM Narendra Modi for a historic third term. The election message for the BJP is writ large on the first budget of Modi 3.0: that their parliamentary seats have decreased, and there are upcoming assembly elections in three states. Setting a robust roadmap for India’s development, the budget, tabled by Finance Minister Nirmala Sitharama, outlines nine critical priorities, each designed to augment growth, inclusivity, and resilience.
By leveraging these opportunities, Public Relations (PR) professionals can play a vital role in amplifying the impact of the government’s initiatives, benefiting all stakeholders, including Sarkar and Aaam Aadami. PR experts and communication strategists can shape public perception of the budget agenda, the blueprints of ministries, and their initiatives. To effectively disseminate messages, government entities can harness the power of events and publicity.
Here, are nine priorities outlined in the budget and the myriad ways in which PR can amplify their implementation and extend their reach.
1. Productivity and Resilience in Agriculture
Opportunities:
· Allocation of ₹1.52 lakh crore to agriculture and allied sectors.
· Introduction of 109 new high-yielding and climate-resilient varieties across 32 field and horticulture crops.
· Enrollment of 1 crore farmers into natural farming practices, with certification and branding within the next 2 years.
· Establishment of 10,000 need-based bio-input resource centers for natural farming.
· Implementation of Digital Public Infrastructure (DPI) to cover farmers and their lands within 3 years.
Analysis: PR campaigns can effectively spotlight the advantages of digital crop surveys and farmer registries by sharing success stories of farmers who have embraced these innovations. By creating educational content and targeted communications, PR agencies can enhance farmers’ understanding of DPI’s benefits, building trust and encouraging adoption. Hosting workshops and webinars can further facilitate the transfer of knowledge, enabling farmers to implement new practices efficiently.
2. Employment and Skilling
Opportunities:
Implementation of three schemes under the Prime Minister’s package for ‘Employment Linked Incentives’:
· Scheme A: First Timers – providing wage support to new employees.
· Scheme B: Job Creation in Manufacturing – offering incentives to create new jobs.
· Scheme C: Support to Employers – financial assistance to employers for additional hires.
· Establishment of working women hostels and crèches in collaboration with industries.
· Organization of women-specific skilling programs and promotion of market access for women SHG enterprises.
· Introduction of a new centrally sponsored skilling scheme under the Prime Minister’s Package to benefit 20 lakh youth over the next 5 years.
· Revision of the Model Skill Loan Scheme to offer loans up to ₹7.5 lakh.
· Provision of financial support for loans up to ₹10 lakh for higher education in domestic institutions for youth who have not previously benefited from government schemes.
Analysis: PR campaigns can effectively highlight the advantages of these employment and skilling schemes by showcasing success stories of first-time employees and employers who have benefited from these initiatives. Emphasizing the impact of direct benefit transfers and additional job opportunities can drive greater participation. Leveraging social media and forging partnerships with educational institutions can amplify these messages, ensuring they reach and resonate with the target audience. Additionally, campaigns can focus on the positive outcomes of the women-specific programs and support for higher education, reinforcing the government’s commitment to inclusive growth.
3. Inclusive Human Resource Development and Social Justice
Opportunity: The government’s focus on all-round development and social justice creates numerous PR opportunities to promote inclusivity.
· Purvodaya: Development initiatives aimed at Eastern India.
· Andhra Pradesh Reorganization Act: Addressing the unique needs of the newly reorganized state.
· Women-led Development: Programs to empower women across various sectors.
· Pradhan Mantri Janjatiya Unnat Gram Abhiyan: Enhancing the quality of life in tribal areas.
· Expansion of Bank Branches in the North-Eastern Region: Increasing financial inclusion.
Analysis: PR agencies play a crucial role in highlighting the government’s dedication to supporting marginalized communities through these initiatives. Campaigns can spotlight the transformative effects of schemes such as PM Vishwakarma, PM SVANidhi, and Stand-Up India, fostering empowerment and engagement among beneficiaries. By partnering with NGOs and community organizations, PR agencies can amplify these messages, ensuring they effectively reach and resonate with the target audience. This strategic approach not only raises awareness but also enhances the overall impact of these development programs, driving positive change and fostering a sense of inclusion and support among diverse communities.
4. Manufacturing and Services
Opportunity: Special attention to MSMEs and labour-intensive manufacturing highlights the budget’s focus on industrial growth. The comprehensive package for MSMEs, including financing, regulatory changes, and technology support, aims to boost their global competitiveness. Schemes like the Credit Guarantee Scheme and Mudra Loans are designed to facilitate easier access to credit for MSMEs, fostering entrepreneurship and innovation. This focus on manufacturing is expected to drive job creation and economic diversification.
It presents a significant opportunity for PR professionals.
Analysis: PR campaigns can showcase the government’s initiatives to support MSMEs through financial packages, regulatory changes, and technology support. Highlighting stories of MSMEs that have successfully leveraged these initiatives can inspire other businesses to follow suit. PR agencies can also create content that educates MSMEs about the available support, helping them navigate the complexities of accessing these benefits.
5. Urban Development
Opportunity: The PM Awas Yojana Urban 2.0 addresses the housing needs of urban poor and middle-class families with a substantial investment of Rs 10 lakh crore. The provision of affordable loans and interest subsidies ensures accessible housing solutions. Additionally, the promotion of water supply, sewage treatment, and solid waste management in 100 large cities enhances urban infrastructure. By developing ‘Cities as Growth Hubs’, the government aims to create sustainable urban ecosystems that can drive economic growth and improve living standards.
It provides a rich ground for PR campaigns focused on sustainable urban living.
Analysis: PR agencies can craft narratives that emphasize the transformative impact of these housing and urban development projects. Success stories of families benefiting from affordable housing can be highlighted to showcase the government’s commitment to improving urban living conditions. Additionally, PR campaigns can promote the benefits of sustainable urban infrastructure projects, encouraging public participation and support.
6. Energy Security
Opportunity: The PM Surya Ghar Muft Bijli Yojana is a transformative step towards achieving energy security. The installation of rooftop solar plants for 1 crore households, providing free electricity up to 300 units per month, not only reduces energy costs but also promotes sustainable energy consumption. This initiative aligns with India’s renewable energy goals and addresses environmental sustainability. The budget’s focus on energy transition pathways balances the imperatives of employment, growth, and environmental sustainability.
It offers a unique opportunity for PR professionals to promote renewable energy initiatives.
Analysis: PR campaigns can focus on the environmental and economic benefits of rooftop solar plants, encouraging more households to participate in the scheme. Highlighting success stories and testimonials from households that have benefited from free electricity can create a positive buzz. Educational content about the long-term savings and environmental impact of solar energy can further enhance public awareness and participation.
7. Infrastructure
Opportunity: The allocation of Rs 11,11,111 crore for capital expenditure underscores the government’s commitment to infrastructure development. This substantial investment is expected to have a multiplier effect on the economy, driving growth and job creation. The provision of Rs 1.5 lakh crore for interest-free loans to states encourages them to prioritize infrastructure development. By maintaining strong fiscal support for infrastructure, the government aims to build a robust foundation for sustained economic growth.
The substantial investment in infrastructure provides a platform for PR campaigns that emphasize economic growth and development.
Analysis: PR agencies can create narratives that highlight the multiplier effect of infrastructure investments on the economy. Success stories of regions that have benefited from improved infrastructure can be showcased to illustrate the tangible benefits of these projects. PR campaigns can also promote the importance of state-level support and collaboration, encouraging states to prioritize infrastructure development.
8. Innovation, Research & Development
Opportunity: The operationalization of the Anusandhan National Research Fund and the establishment of a private sector-driven research mechanism signify the government’s dedication to innovation. The Rs 1 lakh crore financing pool for research and development aims to spur technological advancements and commercialization. The venture capital fund for expanding the space economy further demonstrates India’s ambition to be at the forefront of cutting-edge technologies. These initiatives are critical for maintaining a culture of innovation and maintaining global competitiveness.
The operationalization of the Anusandhan National Research Fund and private sector-driven research initiatives offer significant PR opportunities.
Analysis: PR campaigns can highlight the government’s commitment to fostering innovation and technological advancements. Stories of successful research projects and technological innovations can inspire further participation from the private sector. PR agencies can also promote the benefits of the venture capital fund for the space economy, positioning India as a leader in space research and development.
9. Next Generation Reforms
Opportunity: The formulation of an Economic Policy Framework for next-generation reforms reflects the government’s forward-thinking approach. By improving productivity and efficiency across factors of production—land, labour, capital, and entrepreneurship—the budget sets the stage for sustainable economic growth. The emphasis on technology as an enabler and the collaboration between the Centre and states highlight the importance of competitive federalism. These reforms aim to create a conducive environment for business, drive investment, and ensure long-term economic stability.
The government’s focus on next-generation reforms offers a platform for PR campaigns that emphasize economic modernization and productivity.
Analysis: PR agencies can craft narratives that explain the importance of reforms in improving productivity and market efficiency. Success stories of businesses and regions that have benefited from these reforms can be highlighted to illustrate their impact. Educational content about the long-term benefits of these reforms can help build public support and understanding.
In nutshell, the Union Budget 2024-25 provides numerous opportunities for PR agencies to play a pivotal role in promoting and enhancing the impact of the government’s initiatives. By building persuasive narratives, highlighting success stories, and educating the public, PR professionals can help ensure that these initiatives reach their full potential, facilitating more informed and supportive populace that will drive India towards its goal of becoming a developed nation.
Ramakant Chaudhary is senior journalist and currently working with PRP Group as Content Head. He has worked in various editorial roles with Financial Express, Mint (Hindustan Times Group), The Times Of India, Jagran Post (Dainik Jagran Group), The Pioneer, and The Political and Business Daily. He writes going beyond headlines on: politics, government policy, economy, infrastructure, real estate, education, social issues, lifestyle, and health.
