ICAR-NAARM, Hyderabad Organizes Workshop on “Agri-Media Synergy: Enhancing Collaborative Communication”

19 August 2026, Hyderabad

ICAR–National Academy of Agricultural Research Management, Hyderabad, organized a workshop on “Agri-Media Synergy: Enhancing Collaborative Communication” today with the objective of strengthening collaboration between agricultural research institutions and the media and enhancing the effective communication of scientific developments, technologies and innovations to farmers and other stakeholders.

Dr R. M. Sundaram, Director, ICAR-NAARM, inaugurated the workshop. Addressing the participants, he emphasized the need for a well-defined communication roadmap to bridge the gap between researchers, farmers and other stakeholders. He highlighted the importance of communicating scientific developments from the right perspective and in the right direction to facilitate effective dissemination of technologies developed by agricultural research organizations and enhance public understanding of significant developments in agriculture.

Dr Sundaram identified strategic communication, transparency and innovation as key pillars of effective public communication and called upon communication and media professionals to demystify science, break institutional silos and make scientific knowledge accessible to a wider audience.

The keynote address highlighted the importance of incorporating data, facts, figures and infographics in news stories to enhance the visibility and public understanding of scientific discoveries through human-centric narratives. The need for newsrooms to adapt to emerging multi-format communication practices, including high-quality photographs and short videos supported by clear explanations of scientific terminology, was also emphasized. Such approaches were highlighted as essential for improving the visibility and reach of ICAR technologies in the evolving digital and AI-driven media ecosystem.

The Academy’s key activities and contributions towards capacity strengthening of human resources in the National Agricultural Research, Education and Extension System (NAREES) were also outlined. The ICAR Science Communication Policy and its significance in strengthening institutional communication were discussed in detail.

The workshop provided a common platform for media professionals and communication functionaries to deliberate on strategies for more effective communication of agricultural science and technologies. The discussions emphasized the need for sustained professional collaboration, credible and timely information, and audience-friendly communication formats to strengthen public understanding of agricultural research and innovation and address the information needs of farmers and the wider public.

Key Outcomes

The deliberations identified several priority areas for strengthening agri-media collaboration:
Developing a well-defined communication roadmap to strengthen collaboration between agricultural research organizations and media representatives and bridge the communication gap between researchers, farmers and other stakeholders.

Expanding the use of digital platforms and social media by agricultural research organizations for wider dissemination of agricultural technologies and information, including content in vernacular languages.

Adopting emerging media practices and multi-format communication, particularly high-quality photographs and short videos. The participants suggested that ICAR-NAARM organize sensitization and capacity-building programmes for nodal communication officers of ICAR institutes.

Providing media professionals with relevant data, facts, figures and infographics, accompanied by clear explanations of scientific terminology, to facilitate accurate and accessible reporting of agricultural research, innovations and technologies.

Identifying operational bottlenecks and strengthening professional coordination and collaboration between agricultural research organizations and media.

Organizing exposure visits to ICAR institutes in and around Hyderabad for media professionals to facilitate a better understanding of agricultural research, technologies and innovations and strengthen institutional-media engagement.

Around 35 participants representing leading print and electronic media organizations, agricultural bureau chiefs, senior reporters, Public Relations Officers (PROs) and communication professionals participated in the workshop.

The workshop concluded with a shared emphasis on building a stronger, more systematic and professional interface between agricultural research institutions and the media to ensure that scientific knowledge and agricultural innovations reach farmers and society in a timely, credible and accessible manner.

(Source: National Academy of Agricultural Research Management, Hyderabad)