Wednesday, April 29, 2009

Michael Pollan: Forum | KQED Public Media for Northern CA

There are so many reasons to listen to this interview with Michael Pollan, journalism professor at UC Berkeley and author of books including "In Defense of Food" and "The Omnivore's Dilemma." If you care about the planet, community farms, local labor, your health, go for it. But, here's the journalism genius to this guy: count the sound bites. His talk is riddled with them. Genius PR comes from journalist turned accidental avocate.


Michael Pollan: Forum | KQED Public Media for Northern CA

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Saturday, April 25, 2009

The Sounds of Science

When I was a kid, I climbed a giant fir tree to look inside the nest of a morning dove. What I remember most about the experience was the deep silence among the branches 50 feet off the ground, and the intensity of wildlife sounds set against that silence. The rush of wind through the branches. The sweet falsetto of the spring robin. Cicadas' squawks piercing the sky. From that perch, I heard in my backyard the sounds of the serenity my childhood lacked in other places, and that moment probably inspired for good a preference for the pleasures of outdoor science. Another inspiration came when I made the mistake of creeping far out on the limb where the nest perched, convinced the mother bird would sense my benevolent nature and welcome my approach dearly. Of course, her instinct to flee was ineluctable, and she took off, leaving two stone-white orbs to rot in her absence.

The lesson learned when the poetic yearnings of a country girl met the reality of science stuck. Distance is the only way to express one's intimacy out there.

This morning, I thought about that moment in the tree-top while hiking along a surprisingly silent Corte Madera ridge on Mt. Tamalpais, which rises up above my current backyard. For some reason, whether the breeze blew a certain direction or the cool air slowed the wakings of wildlife, the otherwise more subtle tones of nature were particularly magnified in that early hour. The rustle of drying overgrown grasses against my bare legs. The clicking jaws of munching caterpillars in the oaks overhead. The ghostly wail of a hungry hawk beyond the canopy. And bees. Where ever I went, the sound of bee swarms followed, as though this was a day of some great feeding frenzy on the nectar of new April blooms.

At one point on a narrow deer path, shrubs of Rock Rose and Pride of Madiera crowded the thoroughfare. I stopped when I realized they were alive with the urgent beating wings of bees hovering over the pistals of the blue and purple blossoms, and from the waist down, I stood in the middle of one of nature's most primal events. Bees, in their hysteria, darted on and off their flight paths, occasionally plunking loudly against my legs, and then hurling themselves back into the shrubs to join the others desperately drilling their proboscises deep into the flowers' styles to penetrate the nectar-filled ovaries. Considering their mission, it was easy to see why this was one time nature might overlook my presence so up close and personal. So I took advantage of the moment, letting the chainsaw sound of their spasms surround me and defying the potential danger of a sting or two.

Sunday, April 19, 2009

Social Media Marketing Digestives from Seattle's Health Care Journalism Conference

Searching for an open coffee shop on an early Saturday morning in Seattle is like having to go out of your way to find a martini in San Francisco or file gumbo in New Orleans or taco trucks in Los Angeles. After a few visits, I'm learning and loving this town, but still figuring out whether its character is coming or going. More on that in Facebook.

At the Association of Health Care Journalists conference here, exploring the social media universe left the same impression. When Monica Guzman of SeattlePI.com (the digital leftovers of the Seattle Post-Intelligencer) reminded the audience of journalists, thank goodness, that it's social media, which invites writers to use an informal tone and not shy away from personal touches when posting on social media platforms, you could hear the mandibles clench. In healthcare, an informal tone is as elusive as this morning's first caffeine kick. And to journalists, getting personal is anathema to their "Hippocratic" oath. Both converged here to explain why so many people in the room resist social media as a platform for their work as well as self-marketing ideas like branding to help them compete. "I'm an investigative reporter! No way!" "I'm from the old school; advertising is still the dark side." "Twitter and Facebook are just a big waste of time."

I hope the humbling experiences bravely candidly shared by the new reluctant freelancers at this conference opened their minds because most of the folks I met were in or threatened by some sort of job transition. For the first time in my entire media relations career, the esteemed writers/reporters were questioning their place. Luckily, enough journalists had gracefully lept the social media divide and, while not all secure in their jobs, at least demonstrated the dignity and professionalism with which social media can be accomplished.