<p>Organic farming in India is increasingly seen as a strategy to address environmental challenges and meet evolving consumer preferences. In this context, the role of the media in shaping public perceptions and adopting sustainable practices is vital. Drawing on insights from the literature, surveys and in-depth interviews with journalists from across media in urban and rural markets in Pune district, this study examines media professionals’ perceptions of organic farming. The indications are that there is a broad consensus on the environmental, health, and socioeconomic benefits of organic farming among journalists in both urban and rural Pune. However, rural journalists point to limited access to information and a lack of editorial focus on agricultural reporting. In addition to helping rural journalists craft editorial strategies, bridging gaps in training, reporting practices, coverage and capacity-building initiatives would help them prioritise sustainability and partnerships with government extension agencies and farmer organisations. By exploring the perceptions of media professionals towards ecological and sustainable priorities, this research contributes to the theoretical discourse on how better audience engagement can foster behavioural change. These findings provide actionable insights for policy-makers, media organisations, and researchers to strengthen sustainability communication, promote the adoption of organic farming, and support a broader public understanding of sustainable agricultural practices in India.</p>