What they don’t know can hurt you

I’ve always been interested in how companies market who they are and what they do and what successful companies and organizations do to differentiate themselves.

My hope in studying this is that I’ll be able to glean something to enhance my employer’s business or further the standing of GCSAA and its members. Many times the best ideas are borrowed or stolen.

I’m sure most of you have noticed lately how groups and individuals have been promoting their environmental stewardship. We hear oil companies talk about investing resources in renewable energy. We read about banks going to paperless transactions. We see waste disposal companies recycling their collections. Even companies in the golf industry have marketed their “green” efforts. Some of this promotion is pure fluff and lacks substantiation. However, companies for the most part recognize that the public is demanding greater accountability when it comes to the environment.

So, how do you communicate your environmental stewardship as a GCSAA member? Perhaps you haven’t given the subject considerable thought; it’s understandable that we let our actions speak for us. We are scientists who manage wildlife habitat. We use precise weather monitoring equipment. We recycle clippings.

But times have changed. It’s no longer enough to have strong stewardship programs. Today, golfers, adjoining homeowners, elected officials, the media and others want to know what we are doing and why.

We all have the opportunity — and the obligation — to communicate the “what” and the “why” of our management programs. This clear, proactive communication benefits you, the superintendent profession, your facility and the game. At a time when many industries are being scrutinized for their environmental performance, the golf industry is looking to superintendents to lead the environmental effort, and we need to use all available resources to demonstrate our commitment. And that goes not just for GCSAA as an association, but individual GCSAA members as well.

I encourage you to use your facility newsletter, Web site and bulletin boards to include summaries of your efforts. Consider putting signage on the course or in the pro shop to draw attention to native plantings, wildlife habitat or the use of effluent water. Ask for the opportunity to speak before the various leadership committees and representative groups to explain your efforts. Find avenues — such as The Environmental Institute for Golf’s Edge resource at www.eifg.org — to go beyond your golfers and communicate your environmental work to those in the community.

If superintendents don’t do these things, how will the public know what we’re doing to ensure that golf is compatible with the environment? Golf has a good story to tell, and we must tell it. Individual superintendents, GCSAA and EIFG through its funding of programs have the opportunity to assume a leadership position.

GCSAA’s environmental profile project, outreach through EIFG and support of national and state economic impact studies are just a few of the ways we’re spreading the word as an association.

Make no mistake about it. If golf is to retain its vitality, it will take everyone’s effort to tell its positive story.