Photo Courtesy of “Red carpet at a fair. People leaving the event” by Ivan Radic, CC BY 2.0
By Jaide Edwards
TAMPA, Fla. — Why does it feel like I’m standing in line for the new sneaker drop, waiting to get inside and get my hands on a box before it sells out?
That is exactly how it feels when trying to obtain media passes as a journalist. Our goal is to focus on the assignment we are there to do, but instead it feels like we are competing with content creators for the same opportunities.
Across multiple social media platforms, we have been seeing rising conversations surrounding content creators receiving media passes before journalists and commentators.
The biggest question I’ve seen: can someone be both a content creator and journalist? Of course. But this can cause the lines between the two to blur.
Then what happens when these content creators step in and take on the traditional responsibilities of a journalist? It feels like we’re in one big bubble, tussling with the same opportunities, wondering who will get access, the confirmation, and who will be left sitting out.
Now, let me speak on content creators. Yes, they attend events to capture content and showcase it to their audience. Their role is to grab attention to the event, introduce people to new experiences, and influence their followers through social platforms. They capture the scenery on-site, engage with people, vlog their experience, and help bring excitement to the event. There is nothing wrong with that. Honestly, in today’s generation, content creators play an important role within the media.
But we are consistently seeing more. They are receiving early access, press credentials, and giving interview opportunities. We are watching them conduct interviews and occupy rooms with the press.
In my opinion, creating content & having knowledge in journalism are not automatically the same thing. So why are organizations handing out these responsibilities to those who do not have experience or expertise to fulfill them? Is it because this media landscape is changing in this generation? There are so many questions but not enough answers.
Something else that alerted me is that organizations promoting these events sometimes distribute flyers specifically calling for content creators or advertising content creator passes before actually releasing their media credential form. That has me wondering — are organizations more interested in building a creator team than working with journalists who can deliver professional coverage?
As an entertainment journalist, I can speak for the community of journalists who experience frustration in this industry. Content creators and journalists can work together, but we should not be treated as interchangeable just because we both use cameras, microphones, and social platforms.
Journalism is more than just standing in front of a camera and asking questions.
For starters, journalism is rooted in accuracy, credibility, and accountability. We are responsible for gathering information, verifying details, and presenting information fairly. We definitely cannot just post whatever looks good or sounds good. We take into consideration whether the information is accurate, our sources are credible, and the public is receiving a truthful account of what has happened.
Second, as a journalist, we must know how to conduct interviews effectively. That means researching the person we are interviewing, understanding the event, and preparing questions not everyone will intend to ask. Having a good interview is not stopping a celebrity and asking questions. It is about asking something meaningful, effective listening, recognizing a good time to ask a follow-up question, and giving the audience information they may not know about that person.
Third, let us talk about stepping onto a red carpet itself. You need to know who will be attending, what they’ve been up to, what is happening at the event, and be able to ask appropriate questions while conducting. You have to be able to think on your feet fast. Sometimes events don’t go as planned, interviews shift, the publicist changes schedules, or your guest gives an unexpected answer.
Journalists need to be able to adapt and not lose sight. If you have not experienced a red carpet, it might look as simple as approaching a celebrity, holding the microphone, and asking a question.
There is so much more happening behind the scenes. Everyone is trying to do their jobs in a limited amount of time. You have to maintain your professional presence, respect others, communicate effectively, and keep your composure all while conducting interviews.
These are all skills that build through experience, preparation, and practice. They are not just acquired because of their large following or knowing how to make a video go viral.
Now, I want to be clear: I am not trying to discredit content creators.
There are some amazing content creators who conduct interviews, research, ask meaningful questions, and hold their work professionally. Some creators may be trained journalists, and some journalists are content creators. These identities can overlap. The difference is not necessarily the title they use, but rather the responsibilities they hold.
A content creator job may include promoting an event, creating videos, and bringing attention to social media. A journalist role is there to report, conduct interviews, ask meaningful questions, confirm information, and share a story. Both roles have value, but serve different purposes. Just because someone has more followers does not mean they are entitled to, or more qualified for, media passes.
I am not asking these organizations to simply drop content creators. We are asking them to give credit where credit is due and open their eyes to recognize the journalists that have invested time, education, and experience into this field. Media credentials should be based on qualifications, experience, and the type of coverage they intend to provide, not just their social platform.
Furthermore, when it comes to media access, organizations should be transparent about their expectations instead of making journalists feel like we have to pay our way into opportunities just to do our jobs.
I am speaking as an entertainment journalist who has almost completed four years so far in college studying journalism and building my experience. My long weeks, outbursts, and tears have been put into the development of my writing, interviewing, and reporting skills. I am proud of the title I have worked toward, but I will not allow anyone to make me feel like I need to change or diminish my professional identity because the media field is evolving. We just want respect for our work and fairness in opportunities to allow us to proceed with our job.
And if organizations feel like content creators and journalists serve different purposes, then please stop putting us in the same category when discussing media credentials. What you can do is separate us and evaluate applicants based on what they can bring to the table. We’ve had enough of this. Content creators deserve opportunities to create, and journalists deserve opportunities to report. Simply, one role shouldn’t replace the other.
At the end of the day, we all want to win. We all want to be included in big rooms, interview influencers and celebrities, and build our names. There’s room for everyone to grow, but growth should not come at the expense of fairness.
Just to be clear, I am not seeking a handout because I call myself a journalist. I am asking for a chance at fairness based on my work, my preparation, and what I can deliver. Let’s do it the right way: give content creators their own space to create and journalists their room to report.
We all want to succeed, but a media pass should represent the work you are asked to do, not just the number of followers you have.