Photography Updates | Marketing Practices
Within reason, you should inform students if their photo will be used in new and different ways. This includes when a photograph is used in a new setting (e.g., an advertisement vs. a blog post), is used in a different setting (e.g., a newspaper advertisement vs. a billboard advertisement), or is used to promote a different topic (e.g., recruitment vs. fundraising).
Promotion of a different topic is the most substantial change in usage and so requires far-in-advance warning, at the very least. Depending on your initial conversation with the student, you may want to ask again for permission to use the student’s image.
CONSIDER | There are many reasons promotion of a different topic is an area of concern. Consider the following two examples. One, an image of members of the Animal Ethics Club is used on a flyer promoting Lu’au’s pig roast. In this example, the new use of an old photo forces students to promote something to which they are morally opposed. Two, a Pacific Index journalist reports on a new College of Education scholarship, and later an image of the journalist is used in a recruitment advertisement for the College of Education. In this example, the new use of an old photo creates the appearance of a conflict of interest.
DOs & DON’Ts
- DO give the student reasonable advance notice with ample time to respond.
- DO respect the student’s choice if they decline further participation.
- DO share the final product. Mail a clipping or share a link.
Reusing Student Photography
1. Reusing a photo in a new setting, to the original purpose
Inform students that you will be reusing their photo in a new setting, but that the original intent is being honored. Include as much detail as is available: publishing date, text that will accompany the photo and so on.
TEMPLATE | Email
Hi [Name],
I wanted to give you a heads-up that we will be re-using your portrait in an upcoming issue of the Pacific magazine. The magazine will be on campus [DATE].
The photo will be used on a page that promotes Annual Giving. The content of the page is substantially similar to the direct-mail campaign in March that you were featured in. So, we won’t be using your image to promote anything new or different.
Let me know if you have any concerns.
2. Reusing a photo in the original setting, to a new purpose
Inform students that you will be reusing their photo in the same location, but that you altering the goal. Include as much detail as is available (e.g., dates, duration). Be sure to inform the student of the new purpose (e.g., “We are reposting your photo to promote Homecoming”).
TEMPLATE | Email
Hi [Name],
I wanted to give you a heads-up that we will be re-posting the video about your senior research project. It will appear on our Facebook and Twitter pages, like before.
However, in addition to your video, this post will link to a donation form and will say “Support student research — make a gift to the Excellence Fund today.”
Let me know if you have any concerns.
Thanks for your help, now and then!
3. Reusing a photo in a new setting, to a new purpose
Inform students that you will be reusing their photo in a new location and that you are altering the goal. Be sure to inform the student where and when they can locate the new usage, and of the new purpose (e.g., “This advertisement will promote the School of Audiology and will appear in a professional journal.”).
TEMPLATE | Email
Hi [Name],
Our office would like to use images of you from the pharmacy lab photo shoot from May 2017 in an upcoming advertisement. These ads aim to recruit students for all graduate programs. The ads will appear on Facebook and Twitter.
Since the images were originally used to illustrate your research in a Pacific magazine article, we want to make you aware of our intent to use them for promotional purposes.
Please let us know if you have any concerns or questions. If we do not hear from you in the next three weeks, we will move forward.
Thanks for your help, now and then!