If you give me even the vague details, I can usually track it down. I will track him down, because I will want to see that footage. Some people are naturally good at this, seem to have been born in front of a camera. Most of us are not. Think about some great lectures you've been to - the talk Dr. Trivers gave for example.
Analogies are the very lifeblood of effective communication of complex topics.
It's the way to bring things to a level that the public can understand, can measure. Come up with good analogies to describe your work, and the media will love you. Or better yet, your mother in law. Pay attention to what these people think about your work, what gets a reaction. Our stories are aimed at the public, not your colleagues, who already understand your research at a level far beyond the grasp of Joe Public.