Tue Sep 24 03:00:00 UTC 2024: ## Feilding High School: A Rugby Powerhouse With A Modern Media Approach

**Palmerston North, New Zealand -** Feilding High School, a co-educational institution from a small town known for its livestock sales, has made a big splash in the world of schoolboy rugby. Not only did they achieve an impressive third-place finish at the National Top Four First XV Tournament, defeating five-time national champions Kelston Boys’ High School, but they’ve also become a shining example of innovative media management in the sport.

While many Auckland schools shy away from media coverage, fearing unwanted attention and hype, Feilding High School embraces it. Led by rugby media and digital manager Blair Rogers, the school has a comprehensive strategy for promoting their rugby program. Rogers actively engages with mainstream media, utilizes social media platforms like Facebook, Instagram, TikTok, and YouTube to reach a wider audience, and even conducts “observational work” to gather intelligence on opposing teams.

Rogers emphasizes the importance of communication, not just within the team but with parents and the wider community. He sees a vibrant media presence as a way to build a sense of community and enhance the credibility of the Central North Island competition.

Feilding’s approach stands out for its inclusivity. Unlike many schools that focus solely on their own wins, Feilding celebrates the achievements of their opponents as well, acknowledging both victories and defeats.

“A lot of schools will crow about their wins but then go deadly quiet when there is a loss. That is not our way,” says Rogers. “We publicise our losses. If somebody thumps you – give them credit.”

The article contrasts Feilding’s approach with that of several Auckland schools, including St Kentigern, Auckland Grammar, and Kelston Boys’ High School. These schools, despite fielding strong teams and attracting large crowds, tend to be more reserved in their media presence, often avoiding detailed coverage of their rugby teams.

The article also highlights the growing trend of livestreaming school rugby matches, driven by technological advancements and the desire for fans to stay connected regardless of location. This trend has led to the emergence of independent streaming outfits like Bev’s Broadcasting and Huddy Sports, providing wider access to schoolboy rugby for enthusiasts.

Finally, the article delves into the selection of Nico Stanley, a Year 11 student, to the New Zealand Secondary Schools squad. Stanley’s selection marks a significant event, as it’s the first time a Year 11 player has been chosen for the team since 1999. Stanley follows in the footsteps of his father, former All Black Jeremy Stanley, and grandfather, 1987 Rugby World Cup-winning centre Joe Stanley.

The article concludes by highlighting the ongoing evolution of school rugby media, with the potential for hard-copy match-day programmes to become collector’s items as digital platforms dominate. The article encourages readers to share their own experiences and perspectives on the changing landscape of schoolboy rugby media.

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