HYDERABAD, AUGUST 19, 2026: A workshop on “Agri-Media Synergy: Enhancing Collaborative Communication” was organised at the National Academy of Agricultural Research Management (NAARM) today to strengthen collaboration between agricultural research institutions and the media and enhance effective communication of scientific developments to farmers and other stakeholders. The workshop provided a common platform for media professionals and communication functionaries to deliberate on strengthening collaboration, improving the flow of credible, transparent and timely information, and enhancing public communication on agriculture and rural development.
Dr. R.M. Sundaram, Director, NAARM, inaugurated the workshop and emphasised the need for a well-defined communication roadmap to bridge the gap between researchers, farmers and other stakeholders. He stressed that communicating scientific developments from the right perspective and in the right direction is essential for effectively disseminating technologies developed by agricultural research organizations and highlighting significant developments in the agriculture sector. Dr. Sundaram said that strategic communication, transparency and innovation are key to effective public communication. He called upon communication and media professionals to demystify science and break silos to make scientific knowledge accessible to a wider audience.
Dr Kurmanath, Consulting Editor, Business Line, delivered the keynote address. He emphasized the importance of incorporating data, figures, facts and infographics into news stories to enhance the visibility and public understanding of scientific discoveries through human-centric narratives. He also highlighted the need for newsrooms to adapt to emerging multi-format communication practices, including high-quality photographs and short videos accompanied by clear explanations of scientific terms. Such formats, he noted, could help improve the visibility and reach of ICAR technologies in the evolving digital and AI-driven media ecosystem.
Dr. Venkat Kumar, Head, Extension Systems Management Division, NAARM, outlined the Academy’s key activities and contributions towards capacity strengthening of human resources in the National Agricultural Research, Education and Extension System (NAREES). He also elaborated on the ICAR Science Communication Policy currently in vogue and its significance in strengthening institutional communication.
The workshop also facilitated interaction and knowledge sharing on effective communication strategies, emerging media practices, information dissemination mechanisms, and the role of various stakeholders in addressing the information needs of farmers and the wider public. Discussions further focused on identifying operational bottlenecks and strengthening professional collaboration between agricultural research organizations and media representatives.
Earlier, G. Aneeja, CTO, NAARM and Workshop Director, welcomed the participants and outlined the objectives of the workshop. Around 35 participants representing various media houses, including print and electronic media, agri-bureau chiefs, senior reporters, Public Relations Officers (PROs) and other communication professionals, participated in the workshop.
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