Think of student media as a puzzle; each person and role makes up the whole publication, and if it’s missing a key role, the picture is incomplete. 

In this guide, we’ll give you an introduction to what key roles your organization needs to achieve your mission as a student media organization. In no particular order, you’ll have the following:

• Content Production: The person or people who are thinking about content and how the organization will run
• Business and Revenue: The people who are in charge of generating revenue and partnerships for the organization
• Content Creation and Distribution: The set of people who manage making the content and getting it in front of audiences
• Advising and Support: Someone with a professional background who can counsel the student staff

Content Production

When thinking about these roles, essentially, you’ll have someone who provides overall direction and oversight for the team and the content that the organization produces. Another aspect of this role is having someone who thinks about how the organization is functioning.

This can include managing the editors, ensuring that there is effective communication between teams, making sure deadlines are met, etc.

These roles could be the same person, or they could be separate. The important piece is that there is someone who is in a position to maintain the production of a quality publication. 

Business and Revenue

Journalism has never been viewed as a revenue-generating business, but no business has ever survived without generating revenue.Financial health is crucial in sustaining the product and operations of a student media organization, and that is where the business and/or advertising manager(s) come in. 

This set of responsibilities includes taking care of advertising sales, budget management, and seeking sponsorships. This team works alongside editorial management to ensure that the publication is adequately funded to continue producing the content that drives its mission. 

Content Creation and Distribution

These are the students responsible for the content itself and getting it in front of the target audience. Each publication is different, and so are its needs for these roles. Use your better judgment to discern which ones your team needs.

When deciding what positions to create and hire for, think about what is relevant to both you and your audience, and what your publication has the bandwidth to do.

For example, if you see that there has been consistent miscommunication between your photo editor, podcast editor, and video editor, you may consider creating a multimedia manager position to support this team.

Advising and Support

As a student-run organization, it is important to have some form of guidance and support from someone who has already gone through similar experiences as you. 

This could be an adviser who helps navigate ethical and legal issues and fosters a learning environment, an alumnus who returns to give some guidance on how to manage the publication, or a larger alumni committee that serves as counsel to students.

In all, this particular role is to empower students while establishing responsible journalism practices.

Note: Advisers, alumni, or committees shouldn’t have final say over crucial decisions, but they should be included in discussions that guide the team to their decision.

Other Responsibilities to Consider

Web Editor/Technology Manager: Manages the organization's online presence, including websites, social media, and digital content distribution.

Distribution Manager: Organizes the distribution strategy of products.

Public Relations or Promotions Director: Develops strategies to promote the organization's work and engage with the campus community.

Community Engagement Manager: This person will focus on building and maintaining relationships with your community, whether that is campus, local, or social media-based communities. 

What’s Next?

So, what roles are your team currently missing? What kind of change would it garner if you filled those roles? 

While student media publications look different and are made up of various roles and responsibilities, at the core, you and your team should all be working towards the same goals. Knowing who’s in charge of these four key areas in your organization stabilizes and reinforces sustainability for the future. 

If you’re unsure where to start or want help building the right structure, schedule a quick call with our team. We’re here to help.