PR's Limiting Nutrient

In biological processes, nitrogen is often the limiting nutrient – the nutrient in finite supply that will limit cellular growth. The increased amount of nitrogen in plant fertilizers creates an abundance of what was supposed to be a limiting factor resulting in larger and more common plant growth because there is now more than enough resources to sustain life.

The downside to nitrogen fertilizing is that plants grow lots of shoots above ground, but not very strong roots. Eventually they become top-heavy and vulnerable to environmental elements such as wind, strong rain. Gravity.

Today, Todd Defren’s post at PR-Squared described a common frustration among public relations professionals - the beyond-fast-paced frenzy of social media advancements. It’s possible the confusion comes from looking at the wrong end of the plant.

Sure, like nitrogen-laced fertilizer, social media gave us the opportunity to reach more people than we had ever imaged, in more ways than they would ever want. We saw it with radio and TV. We saw it www.

But perhaps it’s time to again evaluate what our limiting nutrient truly is so we can return our focus to growing strong, uncompromising roots.

The standard way of determining which nutrient is limiting, is to increase the concentration of each nutrient, one at a time. Only an increase in the limiting nutrient will cause an effect.

So let’s look at the myriad of tactics available in today’s public relations portfolio, including social media. How much change would you expect to see by only adding another social media platform to the mix? Technology needs something behind it to work and bring value. Adding another social media tactic to the mix makes no difference without increased attention on timely communication, transparency, engagement and accountability. These are the ingredients of mutually beneficial interactions.

These considerations must be in place before social media can effectively sit down at the table.

Relationships, therefore, appear to be our limiting nutrient. And dare I propose – they always have been.

The Fate of the Sea Squirt

I recently completed reading Play: How it Shapes the Brain, Opens the Imagination and Invigorates the Soul by Stuart Brown, M.D.

Within the book, Brown, a physician, psychiatrist, clinical researcher and the founder of the National Institute for Play, makes an argument for the powerful force of play - one he says is no less important than oxygen for the very survival of the human race.

Early on, Brown lays out the critical role of play in brain development using the example of an early human ancestor, the sea squirt. Scientists believe the sea squirt tadpole approximates what the very first chordate may have looked like some 550 millions years ago.

As Brown explains that is it’s larval form, the sea squirt has a primitive spinal cord and bundle of ganglia that act as a functional brain. He continues:

“This tiny brain helps it move selectively toward nutrients and away from harm. Like most oceanic creatures, juvenile sea squirts spend their time growing and exploring the sea.

Once the sea squirt grows to adulthood, it attaches itself permanently to a rock or a boat’s hull or pilings. It no longer needs to monitor the world as it did as a juvenile because the passing current provides enough nutrients for it to survive. Its life becomes purely passive.

The adult sea squirt becomes the couch potato of the sea. In a surprisingly macabre twist, the sea squirt digests its own brain. Without a need to explore or find its sustenance, the creature devours its own cerebral ganglia.

The sea quirt is an example of a basic principle of nature: Use it or lose it….

… When we stop playing, we stop developing, and when that happens, the laws of entropy take over - things fall apart. Ultimately, we share the fate of the sea squirt and become vegetative, staying in one spot, not fully interacting with the world, more plant than animal.”

Brown calls it play, but he could have easily made the same argument for curiosity, the drive to learn, or eagerness. Either way, as a Gen Y professional, it’s important to seek out and identify mentors who emulate a thriving and active determination to not sit still. They’re easy to spot when you see them. Books on subjects outside the communication discipline pile up in their office, they’re enthusiastically mentoring the next generation of professionals, they're constantly sharing new insights and show passion for learning something new.

Sure, it sucks being a beginner sometimes, even more so being one again. But unless we can let ourselves feel okay about going through the awkward stage, we can’t grow professionally. We’ve all worked with someone stuck in the past, complacently accepting of whatever the current brings - and isn't that why we swore we’d never succumb to the fate of the sea squirt?

So What if the Grass is Greener on the Other Side?

The front page of yesterday’s Boston Globe reported lawn watering is to blame for much of the excess demand on already stressed local water supplies.  "People need about only an inch of water a week for their lawn,” the article says, “most of that is supplied by rain.”

True to form, my boyfriend Batman patiently listened to my pompous recounting of the wasteful behavior of our neighboring suburbanites.  Then, promptly replied with his plans to water our lawn in the middle of an 80 degree day, with a rainy 4-day forecast looming just 48 hours away.  

So, I turned to my Twitter network to justify my disgust.  Instead, more than a few Gen X men rose to defend their never-ending pursuit of - lush, vibrant hair turf. 

Nevertheless, water supplies across the United States are increasingly under pressure as populations and consumption rates grow. The water table has dropped hundreds of feet in many locations.  Rivers and streams run dry as water is siphoned off for agriculture, industry and individual residences. All along the Atlantic Seaboard, saltwater is flowing into formerly freshwater aquifers and wells because we are pumping freshwater out faster than nature can put it back. [1]

Now, one of my continuing mantras for Gen Y communication professionals is the importance of passion for something outside your profession.  Technology, fashion, politics, space travel - you have to have something that excites you beyond the tools and techniques of your trade.  For me, that something has always been science - biology, genetics and the environment.  

If you work in any communication field, you already know today’s marketplace demands authentic messaging supported by substantive commitment and activity.  It’s also imperative to understand the science and metrics behind strategy and objectives.  Therefore, I’m sharing a little secret with all my trusted Gen X colleagues plagued by the tradition to keep up superficial appearances - grass turns brown and dormant during hot, dry summer months to reduce its demand for water, not because it thirsts for more. 

Brown grass is not dying. On the contrary, grass recovers quite well from droughts.  The popular belief that this "dead" appearance is unacceptable is the result of a very effective publicity campaign by The American Garden Club.  The campaign’s contests and intense publicity convinced home owners it was their civic duty to maintain a beautiful and healthy lawn. Lawns soon becoming the accepted form of landscaping. The garden club further stipulated the appropriate type of lawn was "a plot with a single type of grass with no intruding weeds, kept mown at a height of an inch and a half, uniformly green, and neatly edged." Thus, America (gullibly) entered the age of lawn care. [2]

Turf grass, like the kind we use in our lawns, are typically monocultures, consisting of a single species often not native to the area where they are planted. Unfortunately, many of the places where turf grass is grown are too hot to prevent it from going dormant in the summer without the application of considerable amounts of water. [3]

This was not a problem in temperate England where the concept of lawns originated.  Natural rainfall was sufficient to maintain a lawn's health. Yet, exporting of the lawn ideal to more arid regions of the world crippled water resources, requiring larger, more environmentally invasive water supply systems. [4]

Everyone wants a beautiful lawn, but many mistakenly believe beautiful lawns are only possible through extensive watering, fertilization and pesticide application.  Your real civic duty is to teach the next generation how to be responsible stewards of the scarce resources they will inherit from you. 

Resources on water-efficient landscaping:

1. United States Environmental Protection Agency: Your Grass Can Be Greener
   
2. University of Missouri: Water-Efficient Gardening and Landscaping
   
3. Utah State University: Water Conservation in Urban and Suburban Areas
   

  

Sustainability: Where Corporate Communicators Add Value

One of the many things I experienced as a graduate student in the College of Communication at Boston University was the opportunity to design, manage and analyze a research-based thesis project.  I chose to combine my passion for sustainable business with my communication and research training to identify the fundamental knowledge and skills needed by communication professionals to help maximize corporate commitments.

I began by researching previous studies and found companies with truly strategic, integrated and authentic sustainability communications are rewarded with internal and external support for their initiatives.  Valuable communication strategies align with business objectives to ensure appropriate and operational support. Unfortunately, I also discovered many corporate sustainability communication still lack strong commitment in:

1.      Authenticity, Accountability, Transparency - The content, format and frequency of sustainability communication impacts a company’s perceived authenticity and accountability.  Any misalignment between communications and company practices can result in a lack of authenticity around sustainability efforts as the messaging may came across as corporate speak.

2.      Integrated Communication across Stakeholder Groups - When sustainability is truly integrated into corporate strategy, it should be reflected in communication with all constituents. The more integrated the communications, the clearer the commitment by the company to stakeholders. 

3.      Stakeholder Engagement - A company’s willingness to engage stakeholders in sustainability-specific dialogue is a critical component of successful sustainability communication.

4.      Effective Information Channels – Conflicting agendas limit the availability of valuable resources for corporate communicators to learn about sustainability issues and how to address them. Many companies, therefore, are planning sustainable programs without an accurate understanding of the external environment.    

For those looking for quick answers, I’m sharing an executive summary with the study’s primary findings. However, the full report includes thorough background and discussion on the current status of sustainable business and the role of corporate communicators. So, pick you poison and as always, feedback is welcome.  

Becoming a Diamond in the Rough

To My Fellow Gen Y-ers:

I’m fed up with all the articles, blog posts and Tweeted complaints ripping apart our generation for the frustrations it causes the business world because, sadly, these accounts are pretty accurate. We’re not the first generation to stress management, but being described by the Wall Street Journal as “The Trophy Generation,” ought to offend each of us to change.

Regardless of where you are in your career, Gen Y needs a major makeover. If you’re currently employed, you have the opportunity (dare I say business obligation) to maximize our generation’s unique strengths, overcome its weaknesses and drive value for your companies. Those preparing to enter the workforce should start now to work against existing stereotypes.

I asked several HR professionals and Gen X managers how Gen Y can rise above their reputation. The advice I received identified the following areas as a good place to start:

1. Lose the Sense of Entitlement

• No one owes us anything. A college degree is not negotiating leverage – it merely makes us eligible to apply. Landing the job is not the end – it’s the opportunity to work.

• Build an appropriate work ethic. Don’t wait until your job is on the line to kick yourself in gear. I’m embarrassed for the young woman in this Wall Street Journal article who felt justified in doing the bare minimum.

• Responsibility and proven value ALWAYS precede any rewards. Ignoring this reality merely reflects immaturity.

2. Polish Up

• Professionalism is not optional. I was appalled to read in this article from the Wall Street Journal about Gen Y-ers who are only now realizing “becoming prompt, dressing more appropriately, following up on obligations, and using better judgment,” positively influence how they’re perceived in the workplace. Not doing these things makes you look unpolished, naive and immature. Also, that super-trendy outfit you’re so proud of might just be causing your Gen X manager to rethink your advancement potential.

• Don’t ignore corporate culture – ever. Learn the political environment and shake hands with the person who signs your paycheck. Sometimes change really is impossible for an organization and inappropriate idealism communicates a lack of knowledge in how the business works.

• Gen Y’s constant need for attention and praise is one of the greatest sources of irritation for Gen X managers. They never needed a professional cheerleader and they usually don’t appreciate being asked to be yours. Show confidence in your decisions, learn from your mistakes and stop expecting a reward simply for fulfilling a job description.

Now, I’m still excited to be a member of Gen Y. Opportunities ahead, for those who get their act together, are limitless. For despite being rough around the edges, Gen Y brings valuable resources to any organization. Here are my favorites:

1. Idealism

• We generate fresh ideas, creativity and innovation with our boldness to challenge the status quo.

• Communicate the business case for your ideas. Learn how the business works and use that knowledge to build leverage for advocating change. Make it easy for management to support your ideas by reducing the risk.

• Don’t burn out spinning your wheels. Organizational processes and values are difficult to change. By accepting a position, you’re also accepting the environment and culture of the organization.

2. Passion

• Our career paths are still unknown and we’re not yet pigeon-holed. Our untainted passion can be harnessed to jumpstart any project or departmental team.

• Blogger Rebecca Thorman describes Gen Y’s need for formal structure to derive value from our passion. Take advantage of organizational resources for support, but remember you weren’t hired to soul-search.

• Gen Y-ers are eager to try new things. We’re not set in process or tradition and thrilled to lead change. However, keep in mind our generation didn’t create the exciting innovations we’re accustomed to – previous generations did. So don’t assume our access to new tools gives us experience or expertise above their creators. We still have a lot to learn from our supervisors and management teams.

So, fellow Gen Y-ers, where will we go from here? Are you content remaining a the proverbial pebble in the shoes of management? I believe we’re masking our greatest assets with a terrible reputation of immaturity, arrogance and insecurity. To be taken seriously as tomorrow’s leaders, we must makeover our generational attitude.