David,
There have been several articles in the CAP Journal (Communicating Astronomy with the Public) on this theme. Some of these may be useful.
https://www.capjournal.org/issues/15/15_05.pdf
https://www.capjournal.org/issues/17/17_36.pdf
https://www.capjournal.org/issues/20/20_35.pdf
https://www.capjournal.org/issues/21/21_36.pdf
https://www.capjournal.org/issues/23/23_20.pdf
David