This is What I Now Have to Do to Protect My Child’s Privacy

This is the latest phone/email from District 428:

This message is from the DeKalb School District to inform families that from time to time we allow coverage of activities, events and occasionally release and/or post on our website students’ photographs/work, performances, awards, and honor listings to be used in informational news coverage and educational purposes. If you do not want your child’s information and/or photo used, please indicate the request in writing and schedule an appointment to meet with your building principal.

Whom should I meet with first? My son’s principal or the genius administrator who is betting that the inconvenience created will eliminate the need to verify consents?