Abstract

Criticisms on the usefulness of the Agricultural Depart- ment are frequently heard sometimes from the educated men of our Province often due to unfounded notions or lack of adequate information on the various activities carried on by the Department. These criticisms are properly answered when they reach the ears of the departmental officers and the critics are almost invariably converted on being furnished with sufficient information. However, there is the danger of such unfounded criticisms passing on from person to person and thus acting as a potential source of prejudice against departmental activities. To avoid the spread of such an evil germ which, if not checked at the proper time may gain undue momentum, adequate measures have to be taken, and the Department has to pay special attention to the dissemination of sufficient information to the public. At present the Department is holding exhibitions and lectures and distributing leaflets and pamphlets and issuing press notes. While they educate the public on agricultural improvements, they also serve to correct these wrong opinions and to create a more favourable public opinion. But one has to seriously consider whether these comprise the maximum effort that the Department could put forth and whether the Department cannot do anything more. In the following pages the scope of proper advertising in all its espects as a remedy for this evil is indicated.

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