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The BBC and academia both demonstrated the difference in old PR and new PR on the BBC's flagship Today programme this morning.

We got vertical propaganda and nothing of significance from the perspective of the listener.

The story was that a research project (published in November) had shown a number of the population are at risk from a vitamin D deficiency. In response  the National Health service has put medical workers on alert and advised them to reach out to the vulnerable, mothers and young children to redress the in-balance.

Ummmm..... so the story really has been produced to tell front line medics to do their job?

Goody for the medical profession!

For the other 6.7 million people listening to the programme there was reassurance that although the Health Service was not on the ball until this morning Aunty BBC is being used to reach MD's. Now we are all OK as a consequence of the BBC's propagandist role.

How re-assuring. How 20th century. How scary! 

Vertical communication!

On a dark day with ten tenths cloud coverage and no chance of vitamin D blessed sunshine, what might the 6.7 million do to be sure they are not caught in the low vitamin trap?

Self preening professors yes and propaganda box ticked even Twitter was dragged into this 1930's model of news.

#VitaminD deficiency caused by lack of exposure to sunlight – people need better access to supplements - says Prof Mitch Blair @RCPCHtweets

In new PR the approach would be 'From the perspective of the listener.......

Which would probably be a very different story with an archive recording of Michael Fish talking about the efficacy of sunshine; the Jamie Oliver sound bite about the joys of oily fish and David Milliband (the leader of the opposition) lambasting health professionals for not striking to redress vitamin D deficiency training because of funding cuts. Much more fun.

Of course, in the interests of BBC balance, it might also be noticed that lots in the medical profession are rusty and Dr Alistair Thomson, Vice President (Education) and Royal College of Paediatrics and Child Health  Revalidation Lead (not sure what the lead is attached to but....) said in October: 'The RCPCH welcomes the introduction of revalidation, which should give assurance to patients that their doctors are proficient and that their training is fully up to date....
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