Building a Student Sports Information/Media Program

The roar of the crowd, the thrill of a buzzer-beater, the pride of wearing school colors — high school sports are packed with moments worth remembering. But in today’s media- driven world, the stories behind those moments don’t just live in the gym or on the field. They live online, where communities gather to celebrate, connect and share.

That’s where students come in.

The rise of social media platforms like TikTok, Instagram, X (formerly Twitter), Snapchat and Facebook has transformed how schools communicate. Updates, highlights and behind-the-scenes glimpses can now reach families and fans instantly. And what better way to share those stories than through the very students living them?

A Win-Win for Students and Schools
When students serve as videographers, photographers, writers and social media managers, they gain more than just experience. They gain belonging. Creativity becomes a tool for building confidence, while technical skills like writing, editing and digital publishing become assets they can carry into college or directly into the workforce.

At the same time, these programs relieve pressure from athletic directors, coaches and administrators who already juggle full plates. Coverage expands, stories are told more authentically, and school pride grows. Even students who aren’t athletes themselves find a way to engage with the energy of game day, creating an inclusive pathway to school spirit.

Finding the Right Home
Schools often ask, “Where does a program like this fit?” The truth is there’s no one-size-fits-all answer.

Some programs operate directly through the athletic department, with the athletic director serving as the sponsor. Others are connected to journalism, broadcasting or yearbook classes, where media coverage doubles as coursework. In schools without formal media programs, a club model works just as well, with students meeting after school under the guidance of a faculty advisor.

Regardless of the structure, one element is non-negotiable: adult support. Students thrive when guided by a teacher, coach or staff member who can mentor them while keeping content aligned with school policies.

Getting Started: Small Steps, Big Impact
Launching a program can feel intimidating, but it doesn’t take much to get started. The key is to begin small and grow gradually. A core group of just four to six students covering a handful of sports or activities can make an immediate impact. Quality matters far more than quantity.

The development of a student sports information/media program will undoubtedly create a community and increase school spirit. When you give students the chance to document and promote their peers, they take pride in their school in a new way. For students who may not participate in athletics directly, these roles provide an alternative pathway to connect with school spirit. Some may discover a passion for media, communications or technology. Others simply enjoy being part of the energy of game day. Either way, the program becomes an avenue for inclusivity.

Here are six steps schools can take to lay the foundation:

1. Appoint an Advisor – A teacher, coach or staff member to provide oversight.

2. Enlist Students – Identify some students who already have an interest in media, writing or sports.

3. Define Roles – Give students specific responsibilities, like the ones mentioned above.

4. Provide Training – A few workshops on photography basics, writing skills or safe social media practices go a long way.

5. Provide Access to Technology and Tools – Ensure the students have access to the technology and tools they need: smartphones with good cameras, free editing software such as Canva, laptops or school computers for writing and publishing and access to social media accounts.

6. Recognize Contributions – Let the student know that their name will appear as credits on their work.

Overcoming Challenges
Like any new initiative, challenges will arise. Schools may worry about time commitments, equipment or content management. The good news? These obstacles are manageable with clear communication and expectations.

Advisors can set posting guidelines and approval processes from the beginning. A simple system where students draft content and an adult reviews it before publishing ensures accuracy and appropriateness. Starting with just one or two posts per week helps build momentum without overwhelming anyone.

And while professional-grade equipment isn’t necessary in the early stages, schools can explore community partnerships for added support. Many students already own smartphones capable of producing high-quality content. What matters most is giving them access and encouragement.

More Than Just Sports
While athletics often serve as the starting point, student media programs can extend far beyond the playing field. Pep rallies, concerts, theater productions and academic achievements all lend themselves to creative coverage. The program can grow into a platform that represents the heartbeat of the school community.

For many students, these experiences spark career interests. A high school videographer may discover a passion for broadcasting. A social media manager may see a future in marketing or communications. Others may simply graduate with sharper leadership skills, greater confidence, and the pride of knowing they helped shape their school’s story.

An Investment in the Future
In an era when schools are searching for meaningful ways to engage students, strengthen community ties, and prepare young people for life after graduation, a student sports information/media program checks every box. It’s affordable, adaptable and rooted in student voice.

It is more than an extracurricular activity – it is an investment in students’ futures and a celebration of school athletics and activities. The program can be dedicated to more than just sports as the media piece lends itself to covering the school as a whole. In a world where digital communication is king, giving students the opportunity to control the narrative of their school’s sports/activity scene is not only empowering – it is essential.

By giving students the mic – and the camera – schools can ensure those stories are told in the most authentic, impactful way possible.

Romanda Noble-Watson is director of communications and public relations for the South Carolina High School League. She is a member of the High School Today Publications Committee.