Designed to clarify the roles played by prizes as evaluative mechanisms in journalism, a study examined journalists' attitudes toward both internal (professional) and external (nonprofessional) reward systems and then examined the ability of both individual-level and organizational-level variables to predict these attitudes and prize-seeking behaviors. A sample of 506 randomly selected persons from the Society of Professional Journalists was mailed a questionnaire, from which 190 responses were subjected to factor analysis. Path modeling was selected as the analysis strategy. Findings showed that individual journalists do view professional prizes as part of the normative occupational behavior, that journalists do differentiate between professional and nonprofessional reward systems, that journalists see prizes as a means of "getting along" and "getting ahead" within the occupation, and that organizational prize activities have an impact on the individual's prize-seeking behaviors that is independent of individual level variables. (Tables of findings and the questionnaire are appended.) (EL)