International Plant Nutrition Institute - Program Report 2012

IPNI lives in a world of scientific facts and agronomic information, of data — bits and bytes waiting to be applied, or yet to be developed. We are always looking for ways to tell our story. Almost half of our resources are devoted to communication and educational activities ... to telling our story.

Storytelling is the art of conveying events or messages through word, images, and sounds, often aided by ad-libbing or embellishment. Stories have been used throughout history and in every culture to entertain, to inform, and to educate. So what’s our story?

Simply stated, IPNI’s story of plant nutrition has evolved into 4R Nutrient Stewardship. All of our key messages, all of the issues we deal with, whether they be related to food security or nutrient use efficiency or environmental responsibility, can be addressed within the concept of the 4Rs — apply the right source of nutrient, at the right rate, at the right time, and in the right place.

4R Nutrient Stewardship is a great story. It is the best way to manage fertilizer and other plant nutrients. It considers the economic, environmental, and social dimensions of managing nutrients. It is based on facts, on scientific knowledge … there is no need, nor room for embellishment. We have partnered with the International Fertilizer Industry Association (IFA), The Fertilizer Institute (TFI), and the Canadian Fertilizer Institute (CFI) in 4R messaging. IPNI is providing supporting science and we are all working together to tell the 4R story.

IPNI has a long history of telling the appropriate story. Our communications group is actively developing new materials every day. Last year IPNI editorial completed 125 jobs, or about one every other working day. This includes everything from putting out our Better Crops magazine to scientific papers to tweets. But, it does not include the multitude of information that is posted to our websites weekly by our scientific staff. Our communications group is small—only four staff — but they are backed up by 30 scientists.

We work hard at getting our message out. In 2011, our scientific staff produced or contributed to 170 technical publications and 145 scientific publications. Many of these the outcome of 150+ research projects we’re helping support. Staff also spoke to an audience of over 30,000 in some 240 presentations.

We are always looking for better ways to tell the story of responsible nutrient management. I hope you will enjoy reading our report. Feel free to download a copy (see below!).

Terry L. Roberts
President