Honestly, I think physicists can't win here. Tommaso Dorigo (an HEP experimentalist) likes to talk to the public, so he has a blog. If you look right now his Plot of the Week is about how ATLAS "produced an improved bound on the rate at which Higgs bosons may decay to electron-positron pairs". This is the kind of thing that inspires people to write about how academic writing is inaccessible. Alternatively, physicists can write something more exciting, which is almost certainly highly speculative, and then they get dinged when the speculation turns out to be wrong.