If there is only one piece of advice I can give to a communications professional regarding visual media it is this: Above all else, make it authentic. The days of marketing a vision of a utopian school are disappearing. And rightly so. It’s all about authenticity these days. Maybe your brand is based on rigorous academics. Maybe it’s based on global leadership or community action. Maybe it’s all of these, but if you are trying to communicate with images that don’t represent your institution’s core beliefs, you may not be reaching who you need to reach.
To read my entire article about creating authentic media in education marketing, check out this POST on EdSocialMedia.