“Being a presenter and media interviewee on scientific/medical topics, Jo Filshie Browning’s book rang many bells for me, while providing fresh insights and practical advice. Presentation strategies here are both ancient (Aristotle’s ethos – pathos – logos) and very modern, in this age of virtual webinars and conferences, social media echo chambers, ultra-short attention spans, science denialism and fake news. For me the top ‘take-home’ message was ‘prepare, prepare’ supremely for the questions after a presentation! Browning uses the classic 1995 “Pill-scare” to exemplify how better media planning might have reduced unintended conceptions generated by scary headlines, about doubled relative risk of thrombosis, rather than the equally valid absolute risk increasing from 1:7000 to 2:7000. This great read will minimise similar ‘lost in translation’ scenarios between science fact and public understanding.”