Thought train: - What are the first principles of communication. - Of what you want to say, what can they hear. - The more refined (technical) your knowledge, the fewer people there are who can understand it. - "Language is the interface for describing problems." This phrase makes me rather happy for some reason. - Do you want to sound clever, or be clever. (It's easier to sound clever.) - What are all the functions…
Sadly, not a skill most "scientific journalists" appear to have learned. There's a difference between "make understandable" and "dumb down to complete context-free drivel"[1].
And that's before the aforementioned "journalist" takes a single press release from a university PR department at face value rather than doing, well, journalism.
[1]: or maybe this is just https://xkcd.com/2501 on my behalf