Craig Verley

We have reached the time of the school year when you are probably hustling trying to cover all the end-of-year events, honors, and celebrations that only happen the last few weeks of the school year leading up to commencement ceremonies. During the rush to get things covered and move on, it is really easy to focus only on getting what you need for posting, a news story, etc.

 I encourage you to take a moment to think, evergreen. A little earlier this spring I found myself in a quick X/Twitter DM discussion with a fellow TSPRAn as she was working on a graphic for use in an invitation or event notice. I suggested that as she dived into her graduation event coverage to think about the opportunities to grab shots that could be used in any number of different ways to promote aspects of the district, student success, goals, etc. In other words, think about evergreen content when out covering things.  

After you have gone through a couple of school years, you get to know that there is a need for certain things during certain times of the year or that there are certain types of images that would come in handy for various types of projects. The trick is to remind yourself to be aware of the opportunities to grab those images and video while you are out and about.

Okay…so that may not be the only trick. Building your own stock library of images and video will be the other trick to make evergreen content easier to find and use when needed. I am guilty of the crime of not taking the time to create that stock library and then adding to it in an organized manner throughout the year. No one said I always practice what I preach. Nothing is more frustrating than having to try to remember where that great shot you snagged last year was, but you can’t remember what folder you might have dropped it in or what it might have been labeled. Having your own, well-labeled, stock of images and video can really come in handy. Anyone who has worked with me is probably now rolling on the floor laughing as this is something that I never quite accomplished, but always had as a goal.

I am sure some folks will say, just use AI to create the image you need. Yeah, that is an option. However, unless you have developed some good prompts for such activities, you may not be saving any time. Plus, using “real” images of your district can add a little more authenticity to what you are creating. Authenticity trumps generic any day.

So, take this as a friendly reminder to think evergreen as you race around the coming weeks, especially at an event that only happens once a school year. Just a small tweak of the mindset, when you are on location, can save you in the near future. Perhaps as you are driving to the event, take a moment to reflect on what types of evergreen content might present itself at the event or location. That way, you already have those things in mind as you start your shoot and will be more open to those opportunities as they arise organically.

So, help your current self and your future self by thinking evergreen.