Environmental journalists have historically struggled between journalistic objectivity and environmental advocacy. But the roles they embrace are based not only on their individual conceptions but also on their perceptions of what their organizations expect from them. Thus, journalistic role conceptions are the melding of individual and organizational role conceptions. These roles do not always correspond, especially for environmental journalists who must compete for space and attention with more sensational and more accessible political, crime or entertainment stories that organizations in search for profit might prioritize. This study finds that such role inconsistencies exist and are influenced by both individual and organizational factors.