INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS)

ISSN No. 2454-6186 | DOI: 10.47772/IJRISS | Volume IX Issue X October 2025

www.rsisinternational.org

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Digital Public Relations and E-Governance in Urban Local Bodies of

Madhya Pradesh

Sachin Kumar Dwivedi*, Dr. Akash Dwivedi**

**Dept. Journalism and Mass Communication, Indira Gandhi National Tribal University, Amarkantak

*Corresponding Author

DOI: https://dx.doi.org/10.47772/IJRISS.2025.910000778

Received: 07 November 2025; Accepted: 14 November 2025; Published: 24 November 2025

ABSTRACT

The way that individuals and public entities communicate has changed as a result of the growing use of digital

technology in governance. Digital public relations, or DPR, has become a vital tool for improving government

communication systems' responsiveness, accountability, and openness. Through the use of social media, online

platforms, and e-governance technologies, DPR is essential in helping Madhya Pradesh's Urban Local Bodies

(ULBs) close the gap between administrative officials and urban dwellers. This study looks at how DPR

practices are incorporated into e-government systems and how well they work to guarantee participatory urban

governance.

The study examines digital communication efforts carried out by different ULBs in Madhya Pradesh and is

based on both primary and secondary sources. It emphasizes how policy information is shared, emergencies

are handled, complaints are addressed, and public involvement is encouraged through the use of digital

platforms. The study also looks into how much DPR methods help to improve service delivery, foster trust, and

allow for real-time communication between the public and government entities. Issues that affect these efforts'

effectiveness, such digital inequalities, low technical literacy, and budget limitations, receive special focus.

The results show that although ULBs' outreach and visibility have been greatly enhanced by digital public

relations, institutional capability, public awareness, and regular digital interaction are still necessary for e-

governance to be effective. According to the study's findings, DPR may revolutionize urban government in

Madhya Pradesh by promoting transparency, efficiency, and inclusion when properly paired with e-governance

frameworks. By highlighting the importance of communication tactics in enhancing grassroots democratic

involvement, this study adds to the larger conversation on digital governance.

Keywords: Digital public relations, e-governance, urban local bodies, Madhya Pradesh, citizen engagement,

transparency, service delivery, India

INTRODUCTION

Globally, the digital revolution has completely changed how people communicate, govern, and engage as

citizens. The transition to e-governance from traditional public administration methods has given governments

the chance to interact with their constituents in more straightforward, accountable, and transparent ways. A key

component of this change is digital public relations (DPR), a specialized communication strategy that helps

government organizations effectively distribute information, foster trust, and promote public participation in

decision-making Milakovich, (2012).

A key component of this change is digital public relations (DPR), a specialized communication strategy that

helps government organizations effectively distribute information, foster trust, and promote public

participation in decision-making. Digital platforms' incorporation into governance frameworks in India

represents both a technological and a sociopolitical progression in the state-citizen interaction. In India's

federal structure, state governments and their corresponding urban local bodies (ULBs) are becoming more and

more important in providing services and interacting with the city's fast growing population as a result of

INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS)

ISSN No. 2454-6186 | DOI: 10.47772/IJRISS | Volume IX Issue X October 2025

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Page 9504

migration, industrialization, and demographic shifts. Due to its varied metropolitan setting, continuous

administrative changes, and growing emphasis on digital transformation, the central Indian state of Madhya

Pradesh presents a strong argument for examining the relationship between DPR and e-governance Tasrif, &

Haeril, (2024). Analyzing the methods in which Madhya Pradesh's ULBs are incorporating DPR technologies

into their e-governance systems offers valuable perspectives on the achievements, obstacles, and possible

avenues for enhancing grassroots democratic engagement.

With duties including trash management, water supply, sanitation, urban planning, taxes, and social programs,

urban local bodies serves as the most direct link between the public and the government. These roles have

grown more complicated in recent years as a result of rising urbanization, the need for infrastructure, and

public expectations for effective, open service delivery. In light of this, DPR becomes a strategic tool for

guaranteeing responsive government rather than just a publicity tool Vedantam, & Doctor, (2022,). ULBs are

reinventing their function in public administration by utilizing digital grievance redressal mechanisms, social

media platforms, mobile applications, and websites.

Digital citizen service centers and major e-governance programs like "MP e-Nagar Palika" have tried to

institutionalize digital forms of communication in Madhya Pradesh. However, these systems' effectiveness

depends not just on their technical infrastructure but also on the communication tactics used in conjunction

with them. DPR techniques, which range from online feedback systems for municipal utilities to digital

campaigns on health and sanitation, are crucial for raising awareness, encouraging involvement, and

strengthening the bond of trust between residents and governing institutions. However, socioeconomic

inequality, digital literacy gaps, and infrastructure constraints that prevent fair access to e-governance services

pose serious obstacles to these efforts Ancillotti, Bruno, & Conti, (2013). Additionally, ULBs' dearth of

communication specialists with the necessary training frequently leads to disjointed outreach initiatives, which

compromises DPR's revolutionary potential.

The future of democratic governance in a society that is becoming more digitally savvy is called into question

by the confluence of DPR and e-governance in Madhya Pradesh's ULBs. On the one hand, individuals are

empowered by digital platforms because they provide them with knowledge and opportunity to engage in

government outside of time and location limitations. However, these methods also run the danger of leaving

out underprivileged populations that lack financial means, digital skills, or internet access Malhotra, (2018). As

a result, DPR's ability to interact with a variety of urban populations and its flexibility and inclusivity are key

factors in e-governance.

Studying this junction is important for assessing local authorities' communication strategies as well as for

comprehending their wider effects on accountability, transparency, and public confidence in democratic

institutions. By encouraging participatory democracy, improving service delivery, and reducing the

communication gap between residents and authority, this study contends that DPR, when carefully included

into e-governance projects, may completely transform Madhya Pradesh's governance environment. Thus, this

study's introduction lays the groundwork for a thorough analysis of the application of DPR procedures, the

difficulties faced, and the implications for enhancing Madhya Pradesh's urban government Meijer, Hart, &

Worthy, (2018).

Objectives

1. Map how ULBs in MP use DPR tools (websites/portals, social media, messaging apps, chatbots, IVR,

open data).

2. Assess the relationship between DPR quality (clarity, accessibility, timeliness, responsiveness) and e-

governance outcomes (uptake, transparency, participation, trust).

3. Identify barriers and enablers from the perspectives of citizens and municipal officials.

4. Propose a DPR-for-e-governance maturity model and a practical improvement roadmap.

Research Questions

1. What DPR strategies and channels are predominantly used by MP ULBs?

INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS)

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2. How do DPR practices influence citizen awareness, perceived ease of use, and trust in e-services?

3. What capability, resource, and governance gaps constrain effective DPR?

4. What governance and design interventions can strengthen DPR and e-governance outcomes?

REVIEW OF LITERATURE

United Nations, 2024. The UN E-Government Survey (2024) emphasized the global movement from

information provision to transactional and participatory governance. It highlighted local online services as

crucial for enhancing transparency, accessibility, and citizen trust, which directly links to how DPR strengthens

communication strategies in Indian ULBs.

UN DESA & ESCAP, 2024. The Local Online Services Index (LOSI) shows steady improvements in digital

services across Asia. Accessibility, grievance redressal, and feedback loops were emphasized as markers of

success, providing benchmarks for evaluating the DPR effectiveness of Madhya Pradesh ULB websites.

UN DESA, 2023. India’s national assessment of ULB websites revealed wide disparities in service quality and

information accessibility. The study stressed the importance of DPR in improving citizen interaction and

building trust, particularly through transparent portals and real-time information sharing

MoHUA, 2021. The National Urban Digital Mission (NUDM) was launched to create a shared digital

infrastructure for cities. It enables ULBs to integrate DPR strategies into service delivery through standardized

communication platforms and citizen-centric applications (Ministry of Housing and Urban Affairs.

NIUA, 2022. A NIUA report underscored that the NUDM framework promotes inclusive governance by

encouraging participatory decision-making. This highlights DPR’s role in creating interactive channels for

dialogue, enabling local governments to foster stronger citizen engagement.

MeitY, 2015. The Digital India program has provided the technological backbone for urban governance

reform. It aims to make governance faceless, paperless, and cashless, thereby situating DPR as an essential

vehicle for service-linked communication and transparency.

Government of India, 2022. CPGRAMS has become a model grievance redressal system at the national level,

showing how digital platforms can institutionalize two-way communication. ULBs in Madhya Pradesh can

replicate this model to align DPR with accountability and citizen satisfaction.

The Madhya Pradesh e-Nagarpalika portal consolidates municipal services and announcements under one

platform. It demonstrates how DPR can be embedded within service delivery to improve citizen awareness and

participation (Government of Madhya Pradesh, n.d.).

UADD, n.d. The Urban Administration and Development Department (UADD) outlines the institutional chain

of governance in Madhya Pradesh. Understanding this structure is crucial for analyzing DPR practices, as

communication capacity depends on the organizational framework

Rathi & Verma, 2016. A study assessing ULB websites in Madhya Pradesh using Esteves’ Index revealed

significant disparities in content and interactivity. It identified Bhopal’s municipal portal as a benchmark in

service communication, reinforcing the value of DPR in urban governance.

Verma & Gupta, 2017. Comparative research on Indore and Bhopal municipal portals highlighted the role of

standardized communication and e-services. The findings show how DPR strategies affect citizen trust and

shape perceptions of transparency and responsiveness.

JSI, 2019. An assessment of Indore-311 and the CM Helpline app demonstrated the success of grievance

reporting tools. It found that digital DPR practices improved responsiveness, citizen satisfaction, and trust in

governance institutions.

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A NIUA-Planning Commission study found that ULBs in Madhya Pradesh face capacity constraints in

staffing, digital literacy, and communication management. These gaps hinder the effectiveness of DPR and

underscore the need for systematic training programs (NIUA, 2015).

Singh, 2016. Research on transparency practices in Madhya Pradesh ULBs emphasized proactive disclosures

and open data as essential elements of accountability. DPR initiatives were shown to be instrumental in

promoting citizen trust.

Kumar, 2022. A study in the Bhopal division highlighted citizen participation as a critical factor for successful

urban governance. It stressed the role of DPR in enabling participatory approaches that enhance inclusivity.

Billore, 2021.Under the Smart Cities Mission, Indore and Bhopal adopted communication strategies for

participatory governance. However, researchers caution that superficial engagement must be replaced with

consistent, inclusive DPR to sustain citizen trust.

Guardian, 2025. Indore’s multiple victories in Swachh Survekshan rankings illustrate how consistent public

campaigns, grievance systems, and digital updates can alter civic behavior. DPR strategies contributed

significantly to these outcomes.

Jiang, 2022. Global evidence suggests that local governments using social media effectively during crises can

influence citizen behavior. For Madhya Pradesh ULBs, DPR through platforms like Twitter and Facebook can

enhance compliance and trust during emergencies.

Widayat, 2023. A systematic review of government use of social media highlighted five recurring challenges:

digital divide, information quality, political interference, policy gaps, and communication management. These

findings are relevant for shaping DPR strategies in Madhya Pradesh’s ULBs.

MeitY, 2021. Regulations such as the IT Rules (2021) and guidelines for public employees shape how

governments use digital platforms. ULBs must balance openness in DPR with compliance and professionalism

to maintain credibility .

CONCEPTUAL FRAMEWORK

This study's conceptual underpinnings are located in the nexus of governance models, communication theories,

and the developing conversation around digital transformation. Derived on classic public relations theory,

namely Grunig and Hunt's two-way symmetrical model, Digital Public Relations (DPR) places a strong

emphasis on dialogic and participative communication between stakeholders and institutions Najatu, Chentiba,

& Mumuni, (2024). DPR is extremely important in modern governance situations since it incorporates

stakeholder theory, dialogic communication theory, and networked public sphere viewpoints, in contrast to

traditional one-way publicity.

Simultaneously, the idea of e-governance, which has its roots in New Public Management (NPM) and was

subsequently expanded by participatory governance models, presents technology as a tool to enhance public

involvement, transparency, and service delivery. When these two fields are combined, a theoretical framework

is created in which governance encompasses not just digital infrastructure but also communication that is

efficient, reliable, and focused on the needs of the public Calista, & Melitski, (2007). In this way, by making

sure that technical solutions are available, intelligible, and trusted by citizens, DPR acts as a catalyst and a

facilitator of e-governance results. This study positions DPR as a key component of contemporary urban

governance frameworks by advancing the premise that communication strategy quality and government

efficacy in the digital age are inextricably linked.

Applied governance and communication methods may be used to understand how DPR and e-governance are

integrated in Madhya Pradesh's Urban Local Bodies (ULBs). ULBs are entrusted with the dual duties of

providing services and encouraging participation, both of which need for open and effective channels of

communication Mukherjee, (2018). DPR functions as a fundamental governance function inside this

INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS)

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framework rather than as an incidental activity. Initiatives like MP e-Nagarpalika and Indore-311, for example,

represent the fusion of communication channels and service platforms, allowing individuals to co-create

solutions, voice complaints, and express concerns in addition to accessing services.

Conceptually speaking, DPR serves as the glue that binds democratic engagement and technology capability,

guaranteeing that information sharing is accompanied by response and the development of trust. By

customizing messaging, encouraging multilingual accessibility, and offering real-time information, DPR makes

sure that e-governance platforms in Madhya Pradesh where urban areas vary in size, literacy levels, and digital

readiness remain inclusive. Furthermore, by humanizing bureaucratic communication, establishing forums for

discussion, and institutionalizing transparency procedures, DPR strengthens credibility Rattanasevee,

Akarapattananukul, & Chirawut, (2024). Therefore, the conceptual framework acknowledges that DPR is an

entrenched practice that defines the success or failure of digital governance at the local level rather than an

optional addition to e-government.

Based on the aforementioned viewpoints, this study offers a conceptual framework that positions e-governance

and DPR as interrelated aspects of Madhya Pradesh's urban government. Fundamentally, the framework

highlights three interrelated elements: (i) Communication Infrastructure (websites, mobile applications, social

media, and digital portals); (ii) Engagement Practices (two-way communication, grievance redressal,

participatory campaigns, and behavioral nudges); and (iii) Governance Outcomes (trust, accountability,

transparency, and inclusivity) Kulkarni, (2012). According to the theory, DPR serves as the mediating factor

that converts e-governance technology investments into observable governance results. E-governance runs the

potential of becoming a transactional or technical endeavor without DPR; with DPR, it transforms into a model

that is citizen-centric and participative. Additionally, the paradigm takes into consideration contextual issues

that might erode the connection between DPR and e-governance, such as digital inequalities, limited

technology literacy, and institutional capacity gaps.

Additionally, it recognizes enabling elements that enhance the framework's application, such as government

policy initiatives (such the Smart Cities Mission and Digital India), capacity-building programs, and civic

alliances. Accordingly, the conceptual model sees DPR as a dynamic process that establishes the socio-political

framework required for successful digital governance in addition to disseminating policies Pareek, Hajra, &

Mohapatra, (2025). By placing DPR at the core of urban administration, the framework promotes a

comprehensive understanding of how technology and communication interact to make Madhya Pradesh's

ULBs more transparent, accountable, and participatory organizations.

RESEARCH METHODOLOGY

To capture the complex interaction between e-governance practices and Digital Public Relations (DPR) in

Madhya Pradesh's Urban Local Bodies (ULBs), the study uses a mixed-method approach that combines

qualitative and quantitative methodologies. A methodological design that permits data triangulation has been

deemed most appropriate since the study aims to examine both the communication techniques integrated into

e-governance systems as well as their functional efficiency. Evaluating how DPR enhances the efficacy of e-

governance projects in urban governance contexts and how these in turn influence citizens' views of

accountability, transparency, and involvement is the methodology's main goal. Both dominant practices and the

underlying processes influencing ULBs' digital transformation may be identified thanks to the study's

exploratory and descriptive methodological orientation.

Three parts make up the research design: (i) document analysis of current DPR and e-governance policies,

guidelines, and official communication materials; (ii) survey-based research to gauge public opinion and

satisfaction with ULBs' digital communication efforts; and (iii) in-depth interviews with municipal officials

and communication professionals to gather institutional viewpoints. By guaranteeing that results are not only

drawn from official discourse but also take into account practitioner ideas and citizen experiences, this

triangulated design enhances validity. In order to account for differences in size, resources, and digital

preparedness, the geographical focus is restricted to a few ULBs in Madhya Pradesh, with a focus on both

smaller municipalities and major municipal corporations like Bhopal, Indore, and Jabalpur.

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A standardized questionnaire was created for the quantitative component and given to urban dwellers in five

chosen ULBs. Sections on impressions of communication tactics (clarity, accessibility, responsiveness),

knowledge of digital governance platforms (e.g., MP e-Nagarpalika, Indore-311), and satisfaction with

grievance redressal and service delivery were also included in the questionnaire. To guarantee representation

from various socioeconomic categories, including inhabitants of high-, middle-, and low-income areas, a

stratified random selection technique was employed. With 100 responders from each city, the goal sample size

was 500 to enable statistical analysis while still being practical in light of resource limitations. Descriptive

statistics, cross-tabulations, and correlation analysis were used to examine the quantitative data that was

gathered in order to find trends in the relationship between DPR programs and how citizens see government.

The purpose of the qualitative component was to provide depth and contextual richness to the survey results.

Twenty officials, including municipal commissioners, public relations specialists, and IT personnel in charge

of e-governance projects, participated in semi-structured interviews. In these interviews, institutional digital

communication strategies, DPR implementation issues, and public participation attitudes were examined. Five

focus groups (FGDs) were also arranged with citizen groups, such as youth organizations, resident welfare

associations, and women's associations. Particularly for digitally vulnerable communities, these focus group

discussions shed light on the accessibility and inclusion of DPR practices. Qualitative data was interpreted

using thematic analysis, and codes were created based on recurrent themes including responsiveness,

accessibility, trust, and obstacles to digital adoption.

Another foundational element of the system was the study of documents and content. Over the course of three

months, ULBs in Madhya Pradesh had their official websites, smartphone apps, and social media profiles

thoroughly examined. Language diversity, interaction features, content type (information, alerts, campaigns,

and grievance redressal), update frequency, and other variables were coded and compared across various

ULBs. This made it possible for the study to trace the practical manifestations of DPR and assess how well it

resembles the theoretical expectations of participatory, two-way communication. To place local activities

within larger national goals, policy papers including the Digital India framework, Smart Cities guidelines, and

the National Urban Digital Mission (NUDM) were also examined.

Several tactics were used to guarantee authenticity and dependability. To guarantee clarity and improve

language, a pilot group of thirty respondents pre-tested the questionnaire. By combining data from surveys,

interviews, and content analysis, bias was reduced and the results were more reliable. Additionally, ethical

issues were given top priority: all respondents gave their informed consent, participant anonymity was ensured,

and data was securely preserved. Facilitators encouraged participation from underrepresented perspectives,

including women from low-income groups and those with little computer literacy, as part of a special effort to

guarantee diversity in focus group discussions.

It's also important to recognize the methodology's limitations and breadth. Although the mixed-method

approach offers depth and breadth, the study is restricted to a few ULBs and cannot be said to be representative

of all Madhya Pradesh urban environments. Additionally, online surveys and content analysis may

overrepresent those who are digitally literate while underrepresenting those who do not regularly have access

to the internet, so perpetuating the problem of digital divides. In order to address this, in-person field surveys

were carried out to guarantee participation from both persons with and without internet connections. Another

drawback is the possibility of social desirability bias in official interviews, where municipal employees could

present projects in a more favorable light; this risk was meant to be mitigated by triangulating citizen opinions.

In conclusion, the study technique combines information from several sources to create a thorough picture of

e-governance and DPR in Madhya Pradesh's ULBs. In addition to capturing institutional and citizen

viewpoints, the study places findings into larger policy frameworks by integrating surveys, interviews, focus

groups, and content analysis. The methodology's strength is its capacity to draw attention to both the

accessibility of digital platforms and the communication strategies that determine their efficacy or failure. This

comprehensive approach guarantees that the study assesses how DPR acts as a mediator of governance

outcomes like transparency, trust, and public involvement, going beyond descriptive descriptions of technology

use. In the end, the selected approach is in line with the goal of the study, which is to evaluate how digital

communication shapes Madhya Pradesh's urban governance's capacity for democracy and development.

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DPR-for-E-Governance Maturity Model

The DPR-for-E-Governance Maturity Model conceptualizes the progressive stages through which Urban Local

Bodies (ULBs) in Madhya Pradesh integrate Digital Public Relations into their governance and citizen-service

frameworks. The model consists of five maturity levels, each indicating the extent of digital adoption,

communication sophistication, citizen engagement, and institutional responsiveness. This framework provides

a structured way of assessing current practices and identifying pathways for strengthening digital governance

in urban contexts.

Level 1: Informational Presence

 At this stage, ULBs maintain a basic digital presence through static websites or notice boards.

 DPR activities are largely one-way, focusing on dissemination of information such as announcements,

tenders, and policies.

 Communication is unidirectional, with minimal interactivity or opportunities for feedback.

 Challenges include lack of regular updates, poor visibility, and limited citizen reach.

Level 2: Interaction-Oriented Communication

 ULBs adopt social media platforms and mobile apps to enhance communication.

 Citizens can comment, ask queries, or provide feedback, though responses from authorities remain

irregular.

 DPR strategies at this level begin to recognize the importance of audience engagement, but practices are

still fragmented and inconsistent.

 Issues such as delayed responses and lack of trained staff restrict effective two-way communication.

Level 3: Transactional Engagement

 E-governance platforms now allow online transactions, such as payment of taxes, fees, and utility bills.

 DPR integrates public awareness campaigns to encourage citizens to use digital services.

 Social media accounts and mobile apps are used for real-time updates, crisis communication, and limited

grievance redressal.

 Citizen satisfaction begins to improve, but disparities in access and digital literacy still limit inclusivity.

Level 4: Collaborative Participation

 ULBs actively integrate DPR with participatory governance practices.

 Citizens are invited to provide input in decision-making through digital consultations, polls, and town-

hall webinars.

 A two-way symmetrical communication model emerges, where both government and citizens exchange

perspectives.

 Dedicated PR units or digital cells within ULBs manage engagement systematically, supported by data

analytics for monitoring trends and responses.

 DPR strengthens trust-building, transparency, and accountability, expanding the democratic scope of e-

governance.

Level 5: Strategic and Smart Governance

 DPR becomes an institutionalized and strategic function, fully integrated into Smart City missions and

advanced e-governance frameworks.

 ULBs leverage AI-driven chatbots, data analytics, and predictive tools to engage with citizens

proactively.

 Communication is personalized, multi-lingual, inclusive, and available 24/7 across platforms.

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 Trust, transparency, and citizen satisfaction are at their peak, as governance becomes citizen-centric,

adaptive, and co-created.

 This stage reflects a mature ecosystem where DPR is not just supportive but central to the e-governance

process.

RECOMMENDATIONS AND ROADMAP

The incorporation of Digital Public Relations (DPR) into e-governance represents a socio-political and

administrative transition in addition to a technological change. Madhya Pradesh's Urban Local Bodies (ULBs)

are at a turning point in their history, when the public expects government institutions to be open, accountable,

effective, and responsive. There are still gaps in outreach, inclusion, and strategic communication despite

tremendous efforts made through programs like the "MP e-Nagar Palika" project, social media outreach, and

digital grievance redressal systems. A defined roadmap and a methodical set of suggestions are necessary to

close these gaps and direct ULBs toward DPR practice and e-governance delivery maturity. With a focus on

capacity building, citizen inclusion, digital infrastructure, policy innovation, and long-term sustainability, this

part offers a thorough foundation for future action.

Strengthening Institutional Capacities

Building robust institutional capacities inside ULBs is one of the most important prerequisites for progressing

DPR in e-governance. Many towns do not yet have specialized communication wings or qualified personnel

to efficiently handle DPR tasks. Priority should be given to the establishment of Digital Communication Cells

inside ULBs, manned by specialists in citizen engagement, IT, and communication. Social media platform

management, news release writing, public feedback monitoring, and coordination with higher government

officials must all fall within the purview of these groups. ULB officials should also participate in capacity-

building initiatives that emphasize data analytics, online reputation management, digital literacy, and citizen-

centric communication. Providing specialized training modules may be greatly aided by collaborations with

academic institutions, professional associations, and civil society groups.

Ensuring Inclusivity and Digital Equity

The digital gap that exists among Madhya Pradesh's urban populace is a major obstacle to DPR and e-

governance. Smaller towns and peri-urban regions frequently lag behind in terms of internet connectivity and

digital literacy, whereas bigger cities like Bhopal and Indore exhibit very high levels of digital penetration. As

a result, ULBs need to use inclusive communication tactics that target underrepresented populations including

migrant workers, women in low-income homes, and the elderly. For example, in a linguistically varied state,

multilingual digital platforms can provide greater accessibility. Mobile service vans, community kiosks, and

collaborations with regional non-governmental organizations are examples of offline-to-online bridging

mechanisms that can assist in providing e-governance services to digitally excluded populations. In order to

decrease reliance on intermediaries, public awareness campaigns should also emphasize the advantages of

online government and provide step-by-step instructions for individuals to access services.

Enhancing Citizen Engagement and Trust-Building

DPR in e-governance has to concentrate on developing two-way symmetrical communication rather than only

disseminating information in a one-way fashion. ULBs have to establish systems for routinely gathering

citizen input via social media interactions, questionnaires, and mobile polls. Platforms for grievance resolution

must be improved with features that guarantee prompt answers and clear complaints status updates. Building

trust also necessitates open and understandable information regarding ongoing initiatives, local budgets, and

spending reports. Town hall webinars, interactive digital consultations, and live-streaming of municipal

council sessions may all increase democratic participation and give residents a feeling of ownership. The

legitimacy of ULBs rises when people believe their opinions are valued and taken into consideration, creating

the groundwork for long-term public confidence.

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Leveraging Technology and Innovation

The success of e-governance and DPR depends heavily on technology. Smart technology like AI-powered

chatbots for citizen inquiries, automatic SMS/email notifications for service updates, and integrated

dashboards for real-time monitoring of municipal operations are essential investments for Madhya Pradesh's

ULBs. To better understand citizen behavior, pinpoint service delivery bottlenecks, and enhance

communication tactics, data analytics should be used. For example, ULBs can foresee public concerns and

take preventative measures by using sentiment analysis of social media interactions. Additionally, mobile apps

should be updated to include features like live chat assistance, be more user-friendly, and be bilingual.

Transparency in municipal contracts and procurement procedures may also be improved by integrating cutting-

edge technology like blockchain.

Policy Reforms and Governance Integration

It is imperative to implement policy-level initiatives to guarantee the sustainability of DPR in e-governance.

Each ULB must be required by state-level regulations to create an annual Digital Public Relations and Citizen

Engagement Plan that is in accordance with more general e-governance objectives. Staffing, capacity building,

and digital communication infrastructure should all be specifically funded by the budget. Furthermore, rather

than being an extra activity, DPR has to be formalized as a fundamental aspect of governance. To guarantee

the smooth integration of digital governance platforms, coordination between ULBs, state-level departments,

and Smart City Missions needs to be improved. Policies should also give cybersecurity and data privacy a

priority in order to safeguard citizen information from abuse and boost trust in digital systems.

Building Public-Private Partnerships (PPPs)

The lack of resources frequently prevents Madhya Pradesh's ULBs from implementing cutting-edge DPR and

e-governance technologies. For digital governance, public-private partnerships may offer financial resources,

technological know-how, and creative solutions. ULBs may improve their outreach and digital infrastructure

through partnerships with telecom service providers, IT firms, and start-ups. For instance, NGOs and civic

groups may help with awareness campaigns in underprivileged neighborhoods, while commercial companies

can collaborate on the development of mobile applications. PPP models share duties among stakeholders,

which not only increases efficiency but also ensures sustainability.

Developing a Roadmap for Implementation

The transformation of DPR in e-governance cannot be achieved overnight; it requires a phased and systematic

roadmap. The following stages are recommended:

Short-Term (1–2 years):

 Establish Digital Communication Cells in all ULBs.

 Launch citizen awareness campaigns on e-services.

 Standardize municipal websites with multilingual options.

 Initiate basic training programs for municipal staff.

Medium-Term (3–5 years):

 Expand interactive features such as online surveys and participatory budgeting platforms.

 Implement AI-enabled grievance redressal mechanisms.

 Strengthen data security policies and monitoring frameworks.

 Build partnerships with private and civil society actors for service outreach.

Long-Term (5+ years):

 Institutionalize DPR as a strategic governance function across ULBs.

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 Integrate DPR with Smart City initiatives and advanced technologies such as blockchain and big data

analytics.

 Develop a state-level DPR and e-governance index to monitor progress across ULBs.

 Foster a culture of co-created governance, where citizens actively shape policies and service delivery

through sustained digital participation.

Monitoring, Evaluation, and Feedback Loops

The effectiveness of DPR in e-governance requires continuous monitoring and evaluation. A performance

measurement system should be introduced, assessing indicators such as citizen satisfaction, grievance redressal

timelines, communication reach, and inclusivity. ULBs must prepare annual transparency reports, showcasing

their progress in digital engagement and governance outcomes. Independent audits by academic institutions or

civil society groups can ensure objectivity in evaluating the performance of DPR strategies. Additionally,

citizen feedback should be integrated into the evaluation process, creating adaptive governance structures that

respond dynamically to emerging needs.

FINDINGS AND ANALYSIS

The goal of the current study was to investigate how Madhya Pradesh's Urban Local Bodies (ULBs) use

Digital Public Relations (DPR) techniques into their e-governance framework. The results paint a nuanced

picture of advancements, gaps, and prospects that are influenced by administrative goals, institutional

capabilities, technology infrastructure, and public involvement. Four main areas serve as the framework for

the analysis: institutional capacity and governance practices, digital infrastructure and outreach, citizen

participation and trust, and policy and implementation problems.

Digital Infrastructure and Outreach

The unequal distribution of digital infrastructure among Madhya Pradesh's ULBs is one of the study's most

important conclusions. In order to interact with its inhabitants, larger cities like Indore, Bhopal, and Jabalpur

have set up very sophisticated digital portals, mobile applications, and social media platforms. These

platforms frequently have interactive elements including online tax payment alternatives, grievance redressal

systems, and real-time service tracking, and they are updated frequently. Smaller towns and peri-urban

municipalities, on the other hand, still mostly rely on offline service delivery, conventional notice boards, and

sporadic usage of digital resources.

According to the report, even if social media usage is rising, the majority of ULBs mostly utilize these

channels for one-way information sharing, such announcements, notices of tenders, or updates about public

works projects. The foundation of DPR, two-way interaction, is still scarce. This demonstrates that although

e-governance systems exist in theory, their practical communication capabilities are still in their infancy.

Citizen Engagement and Trust-Building

The study's citizen opinion surveys show that while digital platforms have made information more accessible,

they haven't always been successful in building trust. Many individuals agree that internet services like

submitting complaints and paying bills are convenient. But they also complain about inconsistent information,

a lack of follow-up, and delayed replies. For instance, residents in smaller ULBs sometimes claim that their

online complaints get unanswered for weeks, necessitating in-person visits to municipal offices.

Another noteworthy conclusion is that younger, urban, and highly educated people are more likely to connect

with citizens through digital media. Due to a lack of knowledge, digital literacy, or internet access,

marginalized communities—such as low-income households, immigrants, and senior citizens—continue to be

underrepresented in digital governance processes. In addition to limiting DPR's capacity for democracy, this

exclusion runs the risk of deepening the divide between urban elites and underprivileged groups.

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On the plus side, residents express more faith in local government when ULBs use open and participatory

procedures like holding virtual town halls, live-streaming council sessions, and posting municipal budgets

online. This demonstrates the unrealized potential of DPR in enhancing the legitimacy of the administration

via open and honest communication.

Institutional Capacity and Governance Practices

According to the investigation, institutional capability has a critical role in determining the results of DPR.

Digital outreach works better for ULBs with specialized communication wings or skilled IT personnel. For

example, the Indore Municipal Corporation has become a model for professional social media handle

management, timely public inquiries, and the use of digital initiatives to raise civic awareness and cleanliness.

On the other hand, a number of smaller towns lack the financial and technological resources necessary to

maintain even the most basic websites.

The results also imply that DPR is frequently viewed by ULB officials as a supplementary or incidental duty

rather than a strategic governance role. This leads to disjointed communication, irregular updates, and an

excessive reliance on outside experts. Digital governance procedures are stronger when DPR is given top

priority by leadership; when it is not, digital efforts stall. Thus, two important factors that determine success

are institutional commitment and leadership vision.

Challenges in Policy and Implementation

The integration of DPR in e-governance is hampered by a number of operational and structural issues,

according to the report. First, there is inconsistency as a result of the lack of uniform standards for DPR

procedures among ULBs. Some towns restrict themselves to tokenistic digital presences, while others explore

with creative communication techniques. Second, there are major limits due to budgetary constraints,

especially in smaller towns where there are not enough resources to spend in staff training or new technology.

The problem of cybersecurity and data privacy is another urgent concern. Concerns are raised by citizens over

the improper use of private information posted in public forums, particularly when the grievance data contain

addresses or phone numbers. Citizens' trust in digital platforms is weakened when robust data protection

procedures are not in place. Lastly, selective information distribution can occasionally arise from political

meddling in communication processes, which undermines the objectivity and legitimacy of DPR procedures.

CONCLUSION

The present study underscores the transformative yet uneven role of Digital Public Relations (DPR) within the

e-governance landscape of Urban Local Bodies (ULBs) in Madhya Pradesh. The findings clearly demonstrate

that DPR has emerged as more than just a communication function it is now a strategic governance tool that, if

properly institutionalized, can bridge the gap between citizens and local administrations. In major cities such as

Indore, Bhopal, and Jabalpur, ULBs have embraced digital platforms to disseminate information, streamline

services, and encourage limited two-way communication. These cases prove that DPR, when integrated

thoughtfully with governance, can enhance transparency, foster civic participation, and improve service

delivery.

However, the situation in smaller municipalities reveals stark disparities. Limited technological infrastructure,

inadequate human resources, insufficient budgets, and a lack of standardized DPR practices result in

fragmented and inconsistent digital governance experiences. Citizens in such areas often remain excluded from

digital platforms due to digital illiteracy, affordability concerns, or infrastructural gaps, thereby widening the

urban digital divide. The study further highlights that trust-building, inclusivity, and responsiveness remain

underdeveloped aspects of DPR, which diminishes its democratic potential. Without robust grievance

redressal, timely responses, and transparency in decision-making, DPR risks being reduced to a one-way

information broadcasting mechanism rather than a participatory governance model.

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At a broader level, the analysis positions DPR as a critical lever for deepening democratic practices and

advancing citizen-centric governance in Madhya Pradesh’s urban spaces. However, to harness its full potential,

DPR must shift from being an auxiliary communication channel to becoming a core pillar of local governance.

This requires a holistic roadmap that combines technological innovation with institutional reforms, capacity

building, and citizen empowerment. Standardized DPR guidelines, sustained training of municipal staff,

stronger financial allocations, and inclusive policies are essential to mainstream DPR into governance systems.

Equally important is addressing the ethical dimension of digital governance, particularly data privacy, security,

and political neutrality, which are necessary to sustain citizen trust.

The study concludes that while the digital transformation of ULBs in Madhya Pradesh is underway, it remains

incomplete. The real challenge is not the lack of digital tools but the absence of a sustained vision that

integrates communication, governance, and inclusivity into a coherent strategy. Therefore, Digital Public

Relations must be understood not as a peripheral practice but as a transformative governance approach capable

of reimagining state citizen relations in the digital age. If ULBs in Madhya Pradesh can strategically embed

DPR into their e-governance frameworks, they can move beyond service efficiency and achieve deeper

democratic outcomes trust, transparency, and active participation—thus making governance more responsive,

accountable, and citizen-centric in the truest sense.

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