What makes a scientific story "newsworthy", other than someone deciding to cover it? Big breakthroughs are rare and sometimes only recognized as such years after the fact. Ordinary science works incrementally and even conversationally. If we throw out the idea that every discovery needs to be groundbreaking or (ptui!) paradigm-shifting, maybe we can convey some of the workings of normal science. And in the process, we can help non-scientists understand the workings of research. This discussion will focus on examples and ideas on how to do this kind of reporting right (rather than dragging out examples of hyped-up stories). We will talk about how to take preliminary, marginal, or otherwise ordinary results and place them in their proper contexts.