Speaking to the public on complicated issues involves many challenges. These are increased and magnified when the topic is scientific and technical. Further complications emerge when the topic is emotionally fraught - food, for example, which involves issues of culture, history, and personal identity. When the context is distorted by well financed, shameless propaganda campaigns aimed at raising false fears the challenge reaches new heights. Cognitive psychology helps chart a path through this maelstrom by helping us understand how to tell a better story. Val Giddings shares insights gained from years of doing it wrong.