University reward systems (i.e., tenure and promotion standards) can shape educators' behaviors and dedication to teaching. This study contributes to knowledge by conceptually mapping teaching evaluation standards through a thematic analysis of U.S. tenure and promotion documents from media- and communication-centric departments. The results revealed that evaluation criteria coalesced around three areas: (a) teaching performance, (b) teaching service, and (c) scholarship of teaching and learning. Performance was the most formalized teaching evaluation approach, while scholarship of teaching, a distinct area, was much less present. Conceptual and empirical clarification associated with the scholarship of teaching and learning is presented.