With the controversy surrounding the death of 12 tribals in police firing in Kalinga Nagar showing no signs of abating, the Orissa government has launched a public relations excercise by adopting the families of the deceased.

"We have designated 12 officers to take charge of these 12 families. The officers have been asked to establish personal rapport with them," Jajpur District Collector Arabinda Padhee told PTI over phone.

Officers had been briefed about the priorities they would have to follow while dealing with the aggrieved families, he said.

"Though the families have not accepted the compensation money, which is around Rs 10 lakh each, we want they should spend it rationally," he said adding, the officials would guide them on proper utilisation and investment of the money.

Terming the death of 12 tribals as 'tragic', he said the officials would also properly counsel as to how the children of the families should choose different career options.

"We also want to bring them under various social and food security schemes being undertaken by the government," he said.

The 12 designated officials would be from the rank of block development officer, district welfare officer, district development officer and community development project officer.

"We want to provide minimum personal touch that the administration could extend to these families," he added.