Communication should be your best friend

Superintendents are undoubtedly some of the smartest folks in the golf business — who else could carry on a conversation that swings wildly from agronomics to equipment depreciation schedules to balanced budgets to federal labor laws? They’re also among the most accomplished problem solvers, passionate and selfless members of any course’s management team. But none of that makes them great communicators, and that’s unfortunate. In fact, it’s worse than that — it’s career threatening.

We recently heard the story of a young Texas superintendent who was doing a great job nurturing greens and fairways at a daily-fee course where extreme weather conditions and 60,000 rounds a year are the norm. A small but supportive membership was eager to praise his efforts whenever they saw him, which quickly became less and less. And when he did make an appearance on the course, a conversation seemed the last thing he was interested in. He lasted a little more than a year, replaced by a gregarious Texan who is happy to explain why greens were slow to come around this past summer and why his Texas A&M Aggies are the team to beat on any given Saturday.

More than any piece of technologically advanced equipment, a fleet of hardworking utility vehicles or even a loyal black lab, communication when practiced consistently and sincerely can be a superintendent’s best friend. George Frye, the former director of golf maintenance at Kiawah Island Golf Resort, once wrote: “Good communication builds trust and respect from the top down and the bottom up” and that “the best way for superintendents to build professionalism and awareness is by keeping golfers, members, owners and staff informed.” He called communications “the best public relations tool you can employ.”

Here are three ways that some of the best superintendents employ with their own management as well as golfers to improve their reputations as communicators and become one of their course’s best ambassadors.

Prepare your plan

Make the agronomic plan your North Star — when it comes to improving your communications effectiveness. Having a plan you are proud to communicate tells everyone — including would-be critics — that you have command of your responsibilities. Your agronomic plan should address the following components:

• Staffing plan and organization of management — Everyone’s labor challenges are a little different but similar in the respect that superintendents should be consistent, transparent and equitable when designing and implementing their staffing and compensation plans.
• Cultural practices — Show how you intend to approach the routine care and upkeep of the course.
• Specialty components — The plan should address your approach to fertility, irrigation needs and requirements, chemicals and pesticides, arboreal philosophy and your strategy for a balance of trees, shade and healthy turf.

Tip: A liberal use of photographs and diagrams brings your plan to life for experienced and unsophisticated stakeholders.

Schedule “field days”

Provide guided tours of your maintenance operations facility and the course with particular focus on improvement projects and historically problematic areas. Your three objectives:

• Getting acquainted
• Demonstrating your knowledge
• Answering questions

Tip: Set aside one day each quarter to teach golfers about the course and your seasonal priorities for turf management.

Make it personal

Eight of 10 lost wallets are returned when they have a family photo within them. When the opportunity presents itself, don’t be shy about telling your golfers about yourself and your family. You probably have more in common than you think.

• Tell them your credentials — Golfers want to know that you are well-educated and experienced.
• Brag on your teammates — Let golfers know that you’re supported by a great team and that it’s important to you that they have opportunities to advance their careers.
• Share little-known facts about your course — Water and soil quality are examples, as are special critters that call your course home.
• Host Scouts and youth groups – Children will go home and tell their parents about the smart person they met — they might even be more willing to cut the grass!

Like many other aspects of golf course maintenance, communication is a delicate blend of art and science. It may not come as naturally as other parts of the job, but it’s one that can be easily improved. It’s worth the effort.