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School Marketing Blog

The professional school marketing manager needs to be up-to-date with the latest school marketing strategies and resources to successfully implement the school marketing plan. This school marketing blog enables school marketing professionals to engage in blog discussions relating to the school marketing issues of today. The 'School Marketing Manual for the Digital Age (3rd ed)', 2011, by Bryan Foster, forms the basis for most of these blog posts.

Photojournalists in Schools - a Duty of Care

Saturday, January 14, 2012

Photojournalists in schools is a unique situation - particularly regarding duty of care for its students - the following information may be applied to many differing professions and businesses also.

Stopping Inappropriate Photos and Follow-Up

You must make sure that the photos taken are appropriate for student, staff member and school.

Do not allow for anything raunchy or what might appear inappropriate.

It is strongly suggested that students and staff in the photo should not:

  • hold any inappropriate prop e.g. cigarette
  • appear before an inappropriate backdrop e.g. toilet or certain signage
  • wear inappropriate clothing e.g. skimpy tops or short skirts
  • be positioned in any inappropriate manner e.g. sitting inappropriately.

If you are not happy with the photojournalist's suggestions, then stop the photo shoot, negotiate a better outcome, or cancel it. You are responsible for trying to get the best most appropriate photo.

You have every right to do this - in fact you may have a responsibility to do this. Advise your School Principal of this situation and outcome.

Know your legal and ethical responsibilities. Seek these from qualified legal practitioners and ethicists.

If the photo session was cancelled, you or your School Principal would seriously consider contacting the media outlet's editor and advising of the inappropriateness of the photojournalist's expectations / demands. This should sort the problem out.

Further courses of action, if no success in the first instance was gained from the editor, would often be to contact the Communication and Marketing Manager within your educational system for guidance and support. Either your School Principal or the Communication and Marketing Manager would probably take the matter further e.g. journalists' association, members of parliament, etc, and even to police / court if there was any abuse. This would be a very rare indeed.

Properly and respectfully encouraging and managing the photojournalist to take the best and most appropriate photo for your story's angle is in the best interest of your profession and business. Be aware that their employer is the media outlet and not you. Often your best diplomatic skills are required.

The 'Photojournalists and Schools - Duty of Care' blog post was written by Bryan Foster, author of School Marketing Manual for the Digital Age (3rd ed), (2011) - the paperback and ebook manual for school communications and marketing personnel - 340 pages of easy to read and implement summarized points - allowing for a considerably large number of quality strategies and examples to be detailed - with copyright remaining GDPL. Book available from and

Photojournalists - Essential for Schools

Saturday, January 14, 2012

Photojournalists are essential for a schools success. They get the 'every picture tells a thousand words' to the general population.

Photojournalists are responsible for getting the best photos they can for their particular media outlets. Photos, like pictures, tell a thousand words - hence you need the best photo possible for your circumstances. Photojournalists will most likely have good ideas to best represent the image you or they want covered.

Photo sessions are usually enjoyable times for all involved. It is not often that people appear in the media.

The photojournalist usually works with the journalist who is covering the story. Yet it is often the photojournalist who decides which photos will be used.

There will be times when the media outlet only wants a photo and just sends a photojournalist. At other times you will need to arrange for interviews and photos at the same or similar times. However, at other times, the interview may happen over the telephone and the photo taken at a separate time. Even though most stories require a photo, sometimes it is not required.

Own Professional or Business Photos

There may also be times when the media outlet is quite happy for you to send your own photos by email instead of having the photojournalist come out.

This usually happens after the outlet appreciates the quality and content of your professional or business photos and the professionalism of your photographers.

This is more common with the smaller publications, or for photos accompanying editorial in special features and for advertising.

Rest assured that the outlets will invariably send out a photographer if you feel you need one.

Marketing Manager and the Photojournalist

The Marketing Manager, or selected well informed staff member, needs to attend all photo sessions. The Marketing Manager should treat it as an enjoyable time and it most likely will end up being so.

You are free to offer suggestions, though the final decision does rest with the photojournalist. Their employer is their media outlet (and not your business) and hence the photo taken is what they want. However, in most cases, the photojournalist is working with you and for the profession or business to be seen in the best light.

It is in their best interests to work with you for many reasons, including the media outlet's need for a good standing in the community. They will also possibly want photos, reactions or stories from your profession, business or field down the track. However, if you are being unfairly obstructive, then follow-up photos for other stories at other times may be few and far between.

For specific details of the unique school situation for dealing with photojournalists see Photojournalists and Schools - Duty of Care.

The 'Photojournalists - Essential for Schools' blog post was written by Bryan Foster, author of School Marketing Manual for the Digital Age (3rd ed), (2011) - the paperback and ebook manual for school communications and marketing personnel - 340 pages of easy to read and implement summarized points - allowing for a considerably large number of quality strategies and examples to be detailed - with copyright remaining GDPL. Book available from and

School Marketing and the Media

Sunday, December 27, 2009

School Marketing and the Media is an essential aspect of any school marketing plan.

Do not fear the media but be prepared!

All you are ever likely to need to know about dealing successfully with the media.

This chapter will help you deal with the journalists, photojournalists and others to gain the best result for your school.

You are in charge but need to appreciate the role these people play in marketing your school.

The big challenges of writing media releases and editorials (stories) is clearly explained here. There are samples to view!



• Media
• Media Releases
• Writing a Media Release
• Sample Media Release
• Media Interview
• Journalists at School
• Photojournalists at School     
• Editorial from the School
• Sample Editorial
• The Difficult Media Situation
• ‘Staged’ events

'School Marketing and the Media' is a chapter from School Marketing e-Handbook written by Bryan Foster

School Marketing - Advertising in the Media

Wednesday, December 16, 2009
School Marketing Advertising in the Media is the most common form of commercial advertising used by schools.

When done properly it is a very effective form of advertising.

This chapter will introduce you to these various forms of advertising and most importantly in simple to read notes show how to go about creating advertisements for each form.

Being well prepared with background material and prepared to oversee production and / or final advert presentation is necessary for success.

The how-to do all this is explained in simple easy to read ways. 

School Marketing Chapter Headings

  • Advertising in the Media Newspaper and Magazine Advertising
  • Creating a Newspaper or Magazine Advertisement
  • Radio Advertising
  • Creating a Radio Advertisement
  • Sample 'Live' Read Radio Advertisement
  • Television Advertising
  • Creating a Television Advertisement
The 'School Marketing Advertising in the Media Advertising in the Media' chapter is from School Marketing e-Handbook written by Bryan Foster


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