The PIA has sought applications for social media management as according to the spokesperson, the national airline has already received social media management services at Rs600,000 per month

According to a report, the applications have been sought through a newspaper advertisement, stating the PIA requires the services of a social media agency for media management to improve the image of PIA globally as per the current trends and the date of opening of the tender is April 17.

The spokesman said: "The existing agency is being paid six lakh rupees per month, which is cheaper than having permanent employees.''

The report cited PIA spokesperson Abdullah Hafeez Khan as saying the services of a social media agency are obtained for the national airline's promotion, announcements, awareness messages, videos, infographics and other digital platforms.

According to him, this kind of advertisement is not for the first time but since 2015 PIA has been hiring a social media agency for artwork and videos etc. for its digital platform. A one-year contract is made with the social media agency.

The current social media agency contract is expiring soon. Therefore, the tender has been issued through newspaper advertisement.

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He continued: "The services of the agency are hired to create content for the promotion of the national airline, new announcements, launch of a new service at a location or fog awareness.”

The national airline's action invited criticism from experts. The report cited a senior journalist as saying the PIA has towing its old policy of spending despite being at a loss instead of bringing betterment to its service through innovation, a senior journalist. However, the spokesperson stood firm stressing the steps are being being taken to take the national flag carrier to a better level.