You know your subject matter better than any photographer. Do give your photographer a chance to exercise creative judgment, as well. A professional eye can have surprising insights. Each photograph should make a selling point. Make certain your photographs cover both areas.
People are interested in people.
It pays to show scenes with people in them, rather than unpopulated still life. Photographs of interesting faces can add a human dimension to your institution. Blow up small details for added impact. Use a part to suggest the whole. The toe of a dancer can be more dramatic than the entire figure.