Visakhapatnam, February 18(Flash mail News Publications : Emphasising the transformative power of digital communication,V.S. Jayasankar, Post master General, Visakha patnam Region, stated that social media must be strategically used to build and project a positive image of organi sations. He was speaking at a work shop on Social Media orga nised by the Postal Department in Visakha patnam.The programme aimed at equipping postal officials with contemporary digital communi cation skills and enhancing the depart ments public engagement strategy. Highlighting the growing influence of online platforms, Shri Jayasankar observed that social media is no longer optional but ssential for public institutions.“The workshop was conducted by Dr. Challa Krishnaveer Abhishek. Soft Skills Expert and Executive Director of the Dean Van Leuven Centre for Peace Studies. Drawing from his extensive experience in co mmunication training, Dr. Abhishek explained how govern ment departments can effectively use storytelling, visual content, and value -based messa ging to highlight their services and community impact. He stressed that authenticity, consi stency, and positivity are the pillars of a strong digital prese nce. Responsible and creative use of digital platforms can strengthen trust, transparency, and public connection, he said.Miss Challa Sushmita delivered a detailed presen tation on various social media platforms, explaining their unique features and audience engagement strategies. She outlined practical guidelines on content creation, responsible posting, digital etiquette, and managing public feedback. Her session focused on enabling postal employees to confidently navigate platforms such as Facebook, X (formerly Twitter), Instagram, and YouTube for institutional communication.Shri K. V. D. Sagar and Shri R. Naveen Kumar, Assi stant Directors of the Postal Department, Visakhapatnam, addressed the gathering and under lined the importance of aligning social media initiatives with departmental values and service objectives. They encouraged staff members to actively participate in digital outreach while maintaining professionalism and ethical standards.Shri M. Gershom, Social Media Wing In-charge, along with other officials, shared insights on the department’s ongoing digital initiati ves and future plans to strengthen its online presence. Speakers collecti vely emphasised that effective communication can bridge the gap between the depar tment and the public, enhancing accessibility and aware ness of postal services.The workshop witnessed enthusiastic participation from postal officials across the region. Interactive discus sions and practical demonstrations made the session engaging and impactful. Participants expressed confidence that the training would help them contribute meaningfully to building a vibrant and positive digital identity for the Postal Department.