The complexities of health news often pose challenges, including the need to balance scientific accuracy with public engagement. Effective communication requires a deep understanding of the audience, and must address cultural taboos, literacy levels and existing beliefs. It is also essential to make the research process transparent, and to acknowledge the uncertainty inherent in early scientific discovery. Getting these elements right can overcome the tendency to sensationalize, which can damage trust in the media and mislead readers. Focusing your ideas is vital, but so is understanding the format of the piece – is it a brief news story or an in-depth feature?