NAARM workshop highlights need for authentic farm information

A well-defined communication roadmap was essential to bridge the gap between researchers, farmers and other stakeholders, said National Academy of Agricultural Research Management (NAARM) director R.M. Sundaram.

NAARM organised a workshop on ‘Agri-Media Synergy: Enhancing Collaborative Communication’ in Hyderabad on Wednesday, focusing on strengthening communication among agricultural research institutions, the media and farmers.

Addressing the participants, Mr.Sundaram said, “The Indian Council of Agricultural Research (ICAR) has been, of late, focusing on communicating scientific developments from the right perspective.”

He urged media professionals to support ICAR institutions in effectively disseminating technologies developed by agricultural research organisations and highlighting important developments in agriculture. Strategic communication, transparency and innovation were key to effective public communication, he said.

Delivering the keynote address, The Hindu BusinessLine consulting editor K.V. Kurmanath urged media professionals to make greater use of ICAR and other government institutions’ online platforms, including websites, to access accurate and authentic data while reporting on agriculture. He also stressed the need to use digital platforms for wider dissemination of information besides providing data in vernacular languages.

Mr. Kurmanath called upon government institutions to share information on innovations and technological advancements in agriculture and allied sectors with the media. “Closer coordination between government institutions and media professionals is necessary to ensure that useful information reaches farmers across the country,” he said.

Head of the Extension Systems Management Division at NAARM, Venkat Kumar outlined the academy’s activities and its contribution to strengthening human resources in the National Agricultural Research, Education and Extension System.

The workshop provided a platform for interaction and knowledge sharing on communication strategies, emerging media practices and information dissemination mechanisms. Several participants stressed the need to counter the spread of misinformation online by ensuring timely dissemination of accurate and authentic data.

NAARM chief technology officer G. Aneeja and around 35 representatives from various media organisations participated in the workshop.