Golf Course Management

NOV 2018

Golf Course Management magazine is dedicated to advancing the golf course superintendent profession and helping GCSAA members achieve career success.

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52 GOLF COURSE MANAGEMENT 11.18 eventually, allowing us to change their ideas. Answering our critics with class is es - pecially relevant when dealing with social media, where it takes only one click to reach millions of people. Baer explains that the internet is a spectator sport: For every com - ment we see posted, there are thousands of other people who read it without reply. e way we respond to attacks can make a real impact on our image and credibility, deter - mining whether we are gaining supporters or haters. And, certainly, the most important thing to keep in mind when communicat - ing science outside our little circle is that we all share common dreams: progress and well-being for us, our families and our peers. Influencer Chana Messinger, in explain - ing how to argue when trying to change someone else's mind, says reaching for com - monality "keeps us rational, reminding us that we're arguing against ideas, not people, and that our goal is to take down these bad ideas, not to revel in the defeat of incorrect people." Instant access to bad information has created a consumer we must actively man - age. It is not a choice, but a new responsi- bility of the industry. Maintaining public opinion must be an active process, on par with maintaining putting greens and bun - kers. Like any issue on the golf course, if we ignore it, it simply gets worse with time and requires greater intervention later. Social license and freedom to operate are no dif - ferent. We need to reach constantly for the best tools to help shape public opinion and share our common interest in environmen - tal stewardship, safe family activities and, ultimately, love of green space. Liliam Martinez Bello, a science advocate and commu- nicator in Atlanta, has a Ph.D. in biotechnology and is a research scientist with more than 13 years of experi - ence in molecular biology. Rick Brandenburg, Ph.D., is a William Neal Reynolds Distinguished Professor in the Department of Entomology and Plant Pathology at North Carolina State University, Raleigh. Instant access to bad information has created a consumer we must actively manage. It is not a choice, but a new responsibility of the industry. Superintendents are often on the front lines when it comes to communicating with golfers about the industry, the tools it uses to maintain courses and its interest in environmental stewardship and maintaining healthy, safe green spaces.

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