the industry nicknamed it "Mel" cute, right?

The Department of Pesticide Regulation (DPR) has proposed to register methyl iodide -- a chemical used mostly in strawberry crops. Virtually all scientists believe the chemical to be in a word: deadly. Laboratory animals exposed to methyl iodide have developed cancer, neurological damage and birth defects.

The State Senate Food and Agriculture Committee is "looking into" the DPR's proposal. Once the approval is given, it is not subject to appeal. The company manufacturing the chemical expects their product to be approved and used on California strawberry crops next April.

The director of DPR has admitted the "material is highly toxic and we need to respect it."

Most farmers currently use methyl bromide, which is destined to be banned by federal regulators by 2015.

There may or may not be a way to stop the "okaying" of this chemical.

Drop an email to your state representatives, senators or to the Governor.

Check here to see who your state representatives are.

Click here to send the Governor an email.

Here is some proposed language to use in your email via Pesticide Action Network (PAN). Don't forget to include your full name and address at the end of the email.

I am emailing you to ask [Assemblymember/ Senator X] to ensure that methyl iodide is not registered for agricultural use in California. .

As a resident of California who lives among agricultural fields, I am extremely concerned about the health and environmental effects of this toxic chemical and believe it is the responsibility of the Senate and DPR to protect me and my family from such poisonous substances. Although I support the decision to phase out methyl bromide, I don’t think replacing one dangerous chemical with another upholds this responsibility in any way, especially when alternatives exist. From farms like Swanton Berry to strawberry giants like Driscoll, farmers know how to grow strawberries and other fruits and vegetables without toxic fumigants.

I am so concerned about methyl iodide because:

» Methyl Iodide is a known carcinogen, a thyroid disrupter, a neurotoxin and may cause miscarriages.

» It is used in laboratories to create cancer cells for scientific research.

» Methyl Iodide will contaminate our groundwater.

Big words, jargon, not just my pet peeve

I was listening to a BP executive talking on the radio about how BP is committed to mitigating the situation in the Gulf and it reminded me of a cardinal rule I used to teach when media training: Use simple layman terms.

As some would say – speak English!

I’m sure this executive is a highly educated individual. And, perhaps in places such as a boardroom or shareholder meeting the use of big words work to impress his audience and maybe even garner him respect, placing him in a superior position in the room.

But, when you’re talking to America – big words make people feel like they are being talked down to.

It reminds Americans that rich, highly-educated people tend to run their lives. Most people don’t run around “mitigating” problems. If you ask a harried mom with multiple kids she “does everything in her power to stop the problem.” If you ask a foreman on a manufacturing line he simply put, “fixes it.”

Straight honest talk is the best way to speak to people – in a crisis situation and not.

Both big words and jargon in the end come off as patronizing.

I spent a fair number of years working in technology (second only the legal industry when it comes to big words and jargon offenders) sifting through terms like core competency, robust solution, platforms, and enterprises. Most of the time what I was writing was meant to be consumed by insiders in the industry like trade media or middle-men who sold to consumer outlets. The terms got used so much they fooled people into thinking they were real words, and meant – well, something real.

In the real world, those types of terms mean very little if anything at all, and generally leave a bad taste in most listener mouths.

So remember spokespeople stay away from big and lots of words as well as jargon.

Keep it simple.