ZOMBA, Malawi - Too often in southern Africa, important research on HIV/AIDS, agriculture, land, globalisation and a host of other topics fails to reach the people affected the most. Instead of being communicated to policymakers, businesses, NGOs and the general public through the media, research findings remain mired within the academic community.

Part of the problem is restrictive information laws and contracts that keep research findings hidden from public view. But there is a larger challenge - in short, journalists and the research community do not understand each other.

Researchers often fall prey to an “ivory tower” syndrome, and fail to make their findings accessible to journalists. Journalists, facing tight deadlines, often fail to accurately interpret complex findings in the pursuit of quick, accessible stories.

“We have difficulties with the media because of difference of focus, lack of understanding between researchers and media,” University of Swaziland professor O.T. Edje said at a 2006 PSAf-sponsored community research workshop in Zomba, Malawi. “There is professional arrogance from researchers and journalists as well.”

That is why PSAf has begun forging links between journalists and researchers as a way of ensuring that research is disseminated beyond the research community, to the stakeholders and general public who need it most. By increasing the level of engagement between the media and research communities, PSAf helps journalists cover important research developments in a way that is user-friendly, understandable and accessible to their readers and listeners. This program is a key part of PSAf's efforts to ensure pluralism and diversity in media coverage.

As part of its RELAY - Communicating Research program, PSAf reviews the media and research environments in nations throughout the region, and works to build bridges that will allow policymakers, analysts, businesses, NGOs and the general public access to important development research.

Researchers invest years in their work and are heavily concerned with scientific accuracy. They fear that journalists - who tend to be unscientific in their reporting - will misrepresent their work in the pursuit of a quick story. Journalists, on the other hand, are concerned with making stories understandable and interesting to readers and are often frustrated by researchers who do not make their findings relevant and available.

Neo Simutanyi, a political analyst at the University of Zambia’s Institute for Social and Economic Research, say improved links between the media and research communities will mean a better understanding of development research by all.

“The promotion of more and better interaction between researchers and journalists will go a long way in improving the quality of each other's work,” Simuntanyi said at the 2006 workshop.