Internal audiences learn about ethical photography from the news unless you reach them first. Credibility in the practice within communications and media practice is spent quickly and rebuilt slowly. Mature organisations treat this part of communications and media practice as a standing capability rather than a project that finishes. Improvement in ethical photography stalls when it depends on one capable individual rather than a defined method. The course covers the practice within communications and media practice at the level of detail needed to act, and stops there. They gain the ability to sequence improvements to this strand of communications and media practice in an order their organisation can absorb. The content is relevant to those who own ethical photography and to those who are held accountable for its results. Participants apply the communications and media practice discipline to their own communications function throughout, so the output is directly usable. The closing exercise tests whether the participant's plan for the wider communications and media practice agenda survives a hostile question.
Expected Learning Outcomes
✓
Anticipate the objections that ethical photography will attract internally and answer them in advance.
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Design a training and briefing approach that sustains competence in ethical photography.
✓
Correct misinformation about ethical photography without amplifying it.
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Measure the effect of communication on ethical photography beyond volume of coverage.
✓
Build the archive and record of communication on ethical photography.
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Test the organisation's response to ethical photography under conditions that are less than ideal.
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Plan the recovery arc after a reputational event involving ethical photography.
Who Should Attend
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Digital and social media managers handling ethical photography online.
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Government relations and public affairs officers covering ethical photography.
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Marketing staff coordinating with communications on ethical photography.
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Department heads accountable for the results of ethical photography.
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Crisis management team members with a role in ethical photography.
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Analysts producing the data on which decisions about ethical photography rest.
Course Modules
Open any module to see its sessions and topics.
01
Ethical photography: materials a journalist can actually use
2 sessions · 8 points
Session 1Answering the hostile question about ethical photography
Prepare the acknowledgement for ethical photography that does not evade responsibility.
Agree the smallest change to ethical photography that would be visibly useful.
Arrange the handover of ethical photography so capability survives staff changes.
Debrief after each significant episode involving ethical photography.
Session 2The paperwork for ethical photography that is actually needed
Check that ethical photography still works when volumes rise unexpectedly.
Prepare the holding statement for ethical photography in advance.
Write the three key messages on ethical photography and test them against hard questions.
Review whether ethical photography is aligned with the objectives of the communications function.
02
Ethical photography: internal audiences and sequencing
2 sessions · 8 points
Session 1Who decides what during a crisis involving ethical photography
Review whether coverage of ethical photography changed anything that matters.
Build a stakeholder map for ethical photography and the message each needs.
Confirm that reporting on ethical photography reaches the people who can act.
Check communication on ethical photography against legal and regulatory constraint.
Session 2Measuring communication on ethical photography beyond clippings
Collect evidence on the present handling of ethical photography before proposing changes.
Prepare the response for the most likely failure in ethical photography.
Decide what will be stopped to create capacity for ethical photography.
Assign responsibility for keeping documentation of ethical photography current.
