Daily mail student media awards?

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Yeah, wouldn’t happen. But should it?

The always interesting Wannabehacks posted yesterday stating that The industry isn’t doing enough to support student journalists. The post really should have been titled The Guardian isn’t doing enough to support student journalists as it takes a pop at the frankly risible prize the Guardian is offering for its Guardian student media award:

[T]he quality of prizes has diminished year on year: “Seven weeks of placement with expenses paid (offered 2003-2006) is a good way to spend the summer. Two weeks of self-funded work experience is an insult to supposedly the best student journalists in Britain.”

It’s a fair point. Just how good you have to be to actually be* paid* to work at the Guardian?

Maybe we are being unfair to the Guardian though. Why do they need to carry this stuff? I know plenty of students who don’t want to work for the Guardian. So why don’t more papers step up? If it’s about spotting talent then shouldn’t every media org have a media award?

Truth is there is a bit of black hole out there when it comes to awards. Aspiring journos could be forgiven for thinking that there is very little on offer between that letter writing competition the local paper runs for schoolkids and the Guardian awards. There are actually quite a few – the NUS student awards for example. But none with the direct association of the Guardian awards.

But maybe it’s not about the award. The wannabe hacks post (and the letter it references) suggests that there is more a problem of expectation here.

The Guardian is a very attractive proposition to many aspiring journos. In a lot of respects it plays on that strength; it presents itself as a like the paper where things are happening. But there is a danger that things like competitions exploit that aspiration and begin to suggest a slightly dysfunctional relationship – aspiring journos trying their best to please the indifferent and aloof object of their affection.

Show them the money.

This isn’t just a print problem. The truth is the industry has a bit of problem of putting its money where it’s mouth is when it comes to student journos.

As an academic I see more offers of valuable experience than paid opportunities in my inbox. They tend to coincide with large events where industry doesn’t have the manpower to match their plans for coverage. In that sense there is no secret here, the industry is living beyond its means and it’s increasingly relying on low and no paid input to keep newsrooms running. But student journo’s bear the brunt of that. Yes, they get experience, but not much else.

No return on investment

Of course the flip-side to that argument is that many of those who enter the competitions would happily benefit from the association but don’t put back in. I wonder how many people who enter the Guardian student media awards have regularly bought the paper rather than accessing the (free) website?  You could argue the same when talking about work experience. How many students actually buy the product they aspire to work on?

But the reality is that, regardless of how much is put in, if you court an audience, you have to live up to their expectations – unreasonable or otherwise.

This is happening at a time when those same newsrooms are reporting on the commercial realities of education and how students need to demand value from their investment. As someone trying to respond to those expectations, perhaps I can offer some advice.  Perhaps the industry need to reflect on their advice to prospective students the next time they reach out or connect with student journalists.  Just how much are you expecting them to invest in your newsroom and what’s the return?

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