Unless you’ve been hiding under a rock, you’ll have seen the protests in Delhi and beyond. What struck this reporter was the scrum of TV and YouTube reporters on the ground, actually reporting. Whatever the protests outcome, the coverage marks a shift away from studio anchors and back to the field, from Peek TV’s neighbourhood stories to Barkha Dutt’s hard news coverage at Mojo Story.
Add a flood of AI slop that makes everything look the same, and in-person access is worth more than it has been in years. So is the media round. We asked journalists and PR professionals how it’s changing.
Reporters stepping away from news studios will thrive
Shintu Dhng, editor - Tech and Lifestyle @ Exhibit & TopGear Mag India, says, "As AI and automated tools make generating content effortless, a journalist's only true competitive edge is physical presence.
You can't artificially generate real-world experience, whether that's testing new hardware out in the field or capturing genuine human emotion.
I think the reporters who thrive in the future will be the ones who step away from their desks."
As journalists lean on AI, media rounds also change
Varun Varma, PR executive, PRtainment, "I’ve noticed media rounds look like they are coming back. AI can now help people draft press releases and pitches fast. It can even produce a basic copy. Because of that, the real difference in PR sits with people. A PR team has to know what a journalist is actually looking for.
I’ve also seen journalists show up more for events. Roundtables and in-person chats can change the tone of the whole exchange. For PR folks, those moments help you learn not just journalists’ news sense but what they tend to care about. It feels less like a simple send-and-forget pitch. More like a real exchange.
In short, I do not think media rounds are “back” in the old sense. They matter more now because human ties and direct access stand out. This is true as the media space keeps leaning on AI."
Meeting journos in person help discover Kannada & English language media voices
Speaking about the return of media rounds and media relationships, Subodh Tadas, associate director, Pitchfork Partners, said, "I do believe media rounds are making a comeback, but I see it as more than a return to an old PR practice.
As AI makes news and content increasingly abundant, the value of a journalist’s time is shifting towards conversations that offer context, perspective and access to people and ideas that cannot be generated on demand.
I have had recent meetings in cafés where the client was almost incidental; the real discussion was about the industry, emerging trends, and what journalists are observing.
That is encouraging. In Bengaluru, with its strong English and Kannada media ecosystems, these conversations are also helping us discover new voices and build more meaningful relationships beyond the traditional pitch."
Partner & CEO BERNAY IMC, Raghavendra Rao experience is different, saying bluntly, "Newer journos still do lot more probing before even agreeing to have a chat meeting is distant, they act very pricey & high headed. The senior or the older journos are good they still meet personally unless they have time issues.
The new age journos almost don’t believe in networking at all. Even is they do proper research before meeting they end up asking basic questions. Quality journalism is limited to very few minds more in the new age segment. But the seniors still follow the protocols!"
Harsheeta Gandhi, account executive, Adfactors PR, comments, "Media rounds need to be purposeful rather than simply a routine exercise. When there is a relevant story, a strong spokesperson or a meaningful industry conversation to bring to the table, meeting journalists in person can create a much deeper impact. In an increasingly digital world, sometimes the most effective communication still begins with a simple conversation.”
Tanushree Varadarajan, Digantara shares, "In the media rounds I’ve done recently, I found there was a genuine appetite for information that was new, specific, and not already circulating across every news platform. And that, to me, is where the role of the journalist becomes even more important in an AI-heavy information environment.
We are also seeing the beginning of a more diverse technology news cycle where AI remains important, but no longer is the lens through which every technology story is told."
Return to what has always worked in good journalism
Bandita Barman, account director, Madchatter Brand Solutions feels, “Media rounds never really went away. In PR, there has always been value in getting a journalist and a spokesperson in the same room, because putting a face and a conversation to a company, a number or a story creates a level of context that a written exchange often cannot.
What is changing is the value of that interaction. With AI making it easier to generate, distribute and even consume news at scale, journalists are also looking for conversations that give them something beyond the obvious information. An in-person interaction can bring out the nuance, the follow-up questions and the human perspective that makes a story more differentiated. So I don’t see media rounds as a response to AI as much as a return to what has always worked in good journalism: direct access, context and real conversations."
Journalists covering AI keenest on in-person meeting
Tanoo Gupta, account director - PR (North), at Avian We differs, saying, "Media rounds aren't making a comeback — their purpose has been upgraded. Before AI, in-person interactions were about access and familiarity. Now they carry a different weight entirely. Journalists who meet sources and observe firsthand bring proof of presence to their reporting — something AI structurally cannot replicate. That's a categorical advantage.
In technology PR, this is most visible. Journalists who cover AI daily are among the most deliberate about seeking in-person access. They want to meet the engineers and innovators, not just read the press release. They know better than anyone what AI can verify, and what only a human conversation can surface.
Journalists who show up aren't just building relationships. They're producing evidence."
Media rounds are upgraded
Ansu Singh, PR manager, Dentsu Creative, agrees that media rounds are " coming back, but more selectively and purposefully. With AI making information and commentary increasingly accessible, journalists are looking for context, access and a point of view that cannot be easily replicated.
So, I wouldn’t say media rounds are replacing digital engagement. Rather, physical meetings are becoming more strategic, especially when differentiation, depth and genuine conversation matter."
More emphasis on original and real stories
Arpit Tiwari, account manager at Adfactors PR, observes, "In my experience, media rounds have never gone out of fashion, in any generation. Relationships with the media have always been built on the time we are willing to invest in meeting people. Calls and video meetings have their place and make things easier, but an in-person meeting remains one of the best ways to build a lasting connection, and that matters to both sides.
A journalist who visits a manufacturing plant, watches a product being tested, or sits down with a founder to understand the thinking behind a decision brings back something original and human.
Seth Godin put it well when he said marketing is no longer about the stuff you make, but about the stories you tell. Those stories come from people, places and moments.
So I would not say media rounds are making a comeback. They are a constant. What has changed is that both journalists and PR professionals are placing more value on originality and real stories, and that is good for everyone."
Articles behind paywalls require on ground reportage
Alok Dash, group head, MSL, says, " I see an increasing trend of premium articles behind a paywall which are deeply reported. To publish such stories, journalists have to step out. Business journalists are going out to meet company leaders. This can't be done from their desks with the help of AI and online research.
However, it's also something that Gen-Z journalists and journalists in their early 30s are not doing enough. This is what I hear when I meet editors. It's a mix of online and in-person meetings to get input for their stories.
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