From monstera to media: what houseplants taught me about communications

As a self-proclaimed houseplant enthusiast or #PlantParent, I’ve often noticed how caring for plants can mirror the process of creating and managing a PR communications strategy. Both require careful planning, consistency, and adaptability. 

Each plant is unique, just as every audience and communication channel has its own needs. By nurturing your plants and your communications strategy with attention and care, you can watch both flourish. Here’s how these two seemingly unrelated activities are surprisingly alike.

1. Start with the right foundation

Just like plants need the right soil, pot, and environment to grow, a communications strategy begins with a solid foundation. This means defining your objectives, understanding your target audience, and crafting key messages. Without a clear purpose, your efforts may wither before they have a chance to grow.

Preparation is everything. A poorly chosen pot can lead to waterlogged roots, just as misaligned objectives can derail a campaign. Plant your strategy in fertile ground, and it’s more likely to flourish.

2. Tailor your care to individual needs

Not all houseplants are the same, and neither are audiences or communication channels. Some plants love bright sunlight, while others prefer shade. Similarly, audiences engage with messages differently depending on the platform and format.

• Social media is like a spider plant: it spreads quickly with regular attention. Snappy captions, bold visuals, and interactive content help your message climb and thrive.
   
• Email newsletters are orchids: requiring thoughtful care and patience. Personalised, meaningful content ensures lasting engagement, just like the right fertiliser ensures a healthy bloom.
   
• Websites are sturdy cacti: reliable and valuable with minimal but regular maintenance. Keeping content fresh, optimised for SEO, and accessible makes it an evergreen resource.
   
• Press releases are succulents: resilient and efficient, designed to deliver the essentials clearly. Regular updates keep them relevant and impactful.
   
• Video content is a philodendron: it thrives with creativity and the right setting. High-quality visuals and engaging storytelling ensure it shines, while captions and accessibility features make it reach even further.
   
• Podcasts are like shade-loving plants: they grow best in reflective spaces. With thoughtful tone and frequency, they provide depth and intimacy to your messaging.
   
• Seasonal marketing campaigns are poinsettia. Just as poinsettias are strongly associated with Christmas and have limited appeal outside the festive period, seasonal marketing thrives during specific times of the year and may lose relevance outside its peak. Like poinsettias, which require care to stay vibrant, holiday campaigns need careful planning and execution to have a lasting impact. Both are instantly recognisable and symbolic, capturing the spirit of the season and connecting with audiences in meaningful ways.

Accessibility is also key. Just as a fern needs humidity while a succulent thrives in dry conditions, audiences have diverse needs. By offering captions, plain language summaries, or alt text, you ensure everyone can engage with your content. Inclusion isn’t just a consideration; it’s essential.

3. Give it time to grow

Plants take time to adjust and develop, and so do communications strategies. You can’t rush growth; it’s the result of consistent, ongoing care. In PR, this means monitoring your campaigns, gathering feedback, and adjusting where necessary. 

Just like with plants, patience is key change doesn’t happen overnight.

Regular check-ins are crucial. Are the leaves (or your messages) looking healthy? Are there signs of trouble, like a lack of engagement or a misaligned tone? By tending to your strategy regularly, you’ll ensure it continues to thrive.

4. Consistency is key

Houseplants thrive with regular care - watering, feeding, and repotting when necessary. Similarly, a PR strategy requires consistent communication to stay relevant and impactful. Neglecting either for too long can lead to problems, whether it’s a wilting fern or a disengaged audience. Consistency builds trust, whether with your plants or your stakeholders. The more care you show, the stronger and more resilient your results will be.

5. Prune and refresh

Pruning is essential for a plant’s health, removing dead leaves to make room for new growth. Similarly, communications strategies need regular review and refinement. Are there outdated approaches that no longer work? Are there new tools or insights that could help your efforts grow stronger? Pruning ensures that you’re always building towards a healthier and more vibrant strategy.

6. Be ready for challenges

No matter how much care you provide, challenges will arise. A plant might develop pests, or a campaign might encounter negative feedback. These moments are opportunities to reassess and adapt. Just as you would adjust a plant’s care to help it recover, you can refine your communications approach to address issues and find a better way forward.

7. Celebrate the growth

Few things are more satisfying than seeing a plant bloom after months of care. The same is true for your PR strategy - whether it’s the successful launch of a campaign or positive audience feedback, every milestone is worth celebrating. A thriving strategy, like a healthy plant, reflects the care and effort you’ve invested.

In summary, caring for houseplants and crafting a communications strategy might seem worlds apart, but they share a common thread: the need for thoughtful, consistent care tailored to individual needs. 

By building a strong foundation, adapting to diverse requirements, and remaining flexible in the face of challenges, you can watch your efforts bloom - whether in the form of vibrant leaves or an engaged audience. So, whether you’re watering your monstera or refining your latest campaign, remember growth takes time, care, and a willingness to learn.

James Sharp is senior communications manager (design and digital) at Mid and South Essex NHS. Read more from James:

Why the NHS needs to make digital communication crystal clear

The best PR career advice: 'Be a sponge and soak up everything'

Allyship in the workplace: supporting LGBTQ+ colleagues