Oooh I love this question, what a tough one. I think one of my favorite tools to use is incorporating an analogy or some sort of "social math" into science communication. For social math, for example, when we talk about fence ecology we could say something like "the length of fences wrapped around the earth could likely reach the sun". That loops people into the scientific material through a topic/distance/measurement that they can understand and relate to.

I think that Seeker (https://www.seeker.com/) also does a great job at communicating all of that great micro-science stuff - though they use a lot of fancy animations and camera work which might not be logistically feasible.

The advice, in short, is to connect your science back to the average person. Why might it matter to them? What aspect of a person's daily life does the science connect to? It's a good series of questions to ask yourself when seeking funding too - I think my explorations with SciComm have improved my grant writing ability to a great extent.