How to communicate more effectively

We asked two award-winning members to share the secrets of their success in communications – so you can use their practical tips in your own job

You both write a blog for your members. Explain how it has been a success and why

James Bledge (JB): At Royal Cinque Ports we started a basic Wordpress blog – royalcinqueports.wordpress.com. I used it as a diary and members’ communication tool which I still look back at now for reference. From day one in the job until leaving nine years later I added regular content, focusing on speaking in layman’s terms to golfers who know little about our industry and using quality photographs to ensure the site was professional.

This grew to making videos, sometimes explaining why we carried out certain activities and sometimes drone flyovers with narration over the top. This was linked to a YouTube channel which was also full of great content. Included in this was a three-stage journal from when we decided to spray graminicide on fairways to get rid of ryegrass and convert to fescue. All of the evidence was on the blog and our YouTube channel.

At Royal Liverpool, we had to work out how best to take the blogging to the next level, we stumbled upon a company called Shorehill Golf. This is a lot more interactive than a basic blog. A high-definition drone map is taken of the course and areas are highlighted where work has taken place. The viewer can hover the mouse over a highlighted area and see what has been happening there – there could be a link to a YouTube video or pictures and an explanation. It seems to have gone down well and there is a good amount of scope to improve this in the future.

• Learn more at royal-liverpool-golf-club.shorehillgolf.com/

Shaun Cunningham (SC): I write a monthly greens update which is circulated out to all the members. I have done this for a number of years at my current and previous workplaces. It has proved very successful at both clubs as it gives them an understanding of what objectives and visions the greens staff have for the course. I want to make the membership feel part of the journey and include them by giving them as much relevant information as possible. My goal is to keep membership up to date with what is going on but not get too scientific and bore them to tears. I try to keep the blog as simple as possible, adding good quality photographs and humour to keep them entertained.

What are the first steps to being proactive about improving members’ perceptions about you and your team?

SC: Continued, good communications to educate membership of what it takes to deliver a golf course to a high standard and what skills, experience and qualifications the team require to achieve this. On course, create continued progression and marginal gains to deliver a more professional environment.

Small things like freshly-painted tee markers, tidy flower beds or perfectly raked bunkers will greatly improve members’ perceptions of the greens staff.

JB: I like our team to be able to have all the answers should they be approached by a member on the course. By holding morning meetings and giving staff all the information on what we are doing and why, this can be relayed to the membership. Transparency is key. Obviously, there will be certain cards you need to hold close to your chest but it’s their club and it’s nice for them to know what’s going on. We are educated professionals and it’s good for the team to converse with the golfers.

When encountering golfers on the course, should greenkeepers be seen and not heard or is it best to initiate conversation?

SC: I encourage my staff to interact with golfers. Saying good morning to a member or asking a visitor how they are enjoying their day goes a long way in breaking down the them-and-us divide that can be evident. Being pleasant and courteous can only improve and build relationships between members and staff.

JB: I really try to ensure that golf is never disrupted with noisy machinery so all cutting should be completed before golf. If you want to get a bad rep then mowing in the middle of the day is a good way to go about it. On many courses this is unavoidable. We are lucky enough to have enough staff and machinery to stay ahead. In the afternoons, when quiet work is going on, I am more than happy for staff to ask golfers if they are enjoying it. I believe it’s a nice touch when a greenkeeper asks a visitor where they are from. I unknowingly had a conversation with Kenny Dalglish on a green without knowing it was him. He told me the red mowers were the best. In my defence, he had a woolly hat on, pulled right down. Some of my friends from the red side of town have not spoken to me since…

It sometimes feels like greenkeepers often get a bad rep. Are we just paranoid?

JB: I am not sure we get a bad rep – or maybe I am just one of the lucky ones. The last two clubs I have worked for have been run by enthusiastic and supportive boards and have had very polite and respectful members. I guess there’s always a small niggle here and there but that is to be expected in any job. I really believe that proper communication saves a lot of strife, in fact I think we all have fantastic reputations – there are some absolute heroes out there achieving some amazing things with little resource.

SC: At times, it does feel that we get a hard time from golfers but experience tells me that the majority of members are grateful for all our hard work and understand it is a difficult and very skilled job.

Do you conduct course walks?

JB: I carried out many course walks at Royal Cinque Ports and they were very well attended. It is something I would like to do here. I carried out a course walk and facility tour for the board and it was later requested that this was made into a video for members who could not attend to watch. I carry out many course walks for reps and fellow greenkeepers. I really enjoy this as I always have a sense of achievement after talking them through everything the team has improved.

SC: I have tried course walks with limited success. I feel they are a good tool to interact with golfers but I found it was the same people who turned up each time. Numbers are better when hosting a presentation evening for the members in the clubhouse to talk through winter projects or agronomic issues – probably because it’s warmer inside and you can sit with a pint.

How should a course manager use social media (if at all)?

SC: Social media is an important tool for the modern-day greenkeeper. It can be used to promote yourself positively as an interactive CV to the greenkeeping industry and the golf clubs, if done correctly. It is a great tool to network with your peers and accumulate new knowledge and support. It should be used professionally, however, as poor content and grammar, contentious views and online disputes on social media can have a really negative effect on you as an individual and your workplace.

JB: It is not for everyone. I know loads of top course managers that don’t bother. It is a double-edged sword because on one side I see how much I learn from Twitter on a daily basis, yet I see some people trolling others in our industry, most often under a disguise. I find that disgraceful. It’s off-putting and probably the reason why we have social media non-believers. I get a bit of a buzz from showing off the team’s amazing work and seeing the comments come in. I also like to share other greenkeepers’ great work and promote our industry as I find it unique and special that we all support each other and share ideas in order to make improvements.

What is your best tip for navigating committee meetings, and specifically dealing with those who may have a limited understanding of what your job involves?

JB: A picture paints a thousand words. Including well-taken pictures in PowerPoint presentations really helps committees and boards understand what you are talking about. It is essential to speak in basic terms in order not to ‘lose the room’. Don’t ever think that they know what you are talking about as greenkeeping can be quite complex at times and it’s easy to get carried away with the language.

You often find that there are accountants and business people on your committee. By speaking their language, you may find a common ground. Using pie charts, graphs and spreadsheets goes down well and there are many turf software developers that can help the turf manager compile these methods of communication.

It is essential to remain calm and not get frustrated when someone on the committee asks what some may perceive to be a stupid question. Always keep a level head and deliver a rounded and well thought out reply. Remember, you are the expert in this field and it’s up to you to educate them.

SC: Try to talk in layman’s terms and not get too technical when it comes to agronomy. If possible, try to educate them in what your job entails. More importantly, be prepared for any meetings you attend and have all bases covered when it comes to any questions in regard to course condition, budgets and objectives. If you come across as confident and organised in your responses, the committee members will have confidence in you going forward.

Give us an example of another way that you communicate.

SC: When a request or complaint has been brought up by a member that I feel is a good idea or correct, I normally don’t respond verbally or by email and act on the point as soon as the greens staff have time. It highlights to the golfers that we do listen to good points and value their thoughts if communicated in the correct manner.

JB: Podcasting has become particularly popular, especially since the pandemic. This year, we started a podcast intended only for members and only advertised in members’ emails.

The purpose is to let them know (much like the blog) what is happening on the links, it is also a good way of instigating some back-and-forth communication when questions can be answered. It may fill a boring drive to work or be good background listening while making dinner. Even if only 50 members are listening, it’s worthwhile dedicating 30 minutes per month to create. GI

About The BIGGA Excellence in Communications Awards