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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 - 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

Postive Media Relations for School Marketing

Sunday, October 25, 2009

Schools need to develop positive relations with the media as part of their school marketing strategy.

Having the media work for you is a real advantage.

Having the media not work against you is another advantage.


Most media outlets want to work with schools to portray positive stories to their readers concerning schools. These are the feel-good stories, which sell newspapers, television and radio time. This builds the media’s advertising base, hence profits. They are also seen as good community advocates.


This positive relationship doesn’t just happen. The School Marketing Manager (SMM), in particular, needs to develop this relationship in a number of ways. These include contact with journalists, good media releases, advertising with them and the availability of the SMM to the media outlet.

Schools need to develop positive relations with the media as part of their school marketing plan written by Bryan Foster.

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