How do architects or engineers communicate their work to non-experts? Answer: they don't, directly. And yet, believe it or not, their work is also important to society at large. If a charismatic entrepreneur wants to weave a story about how his electric cars will soon have a range of 1000 miles on an AA cell, he can do that in a press release and talking to journalists. The views of his engineering employees (who may potentially make the battery breakthrough) may be less interesting to the wider public and, indeed, have no relevance at all.I think the important question is not whether it *needs* to be communicated to a non-expert audience, but that it *is*.
Given that is the case, the question becomes one of how.
Similarly the owner of a science-based company or the head of a publicity-minded academic institution can release publicity material saying that plastic bags are causing earthquakes, but the views of his individual scientists may (should) be of very little interest. No one's stopping them from blogging, chatting on forums or Tweeting, however.
Is it that scientists' work is routinely 'published' that gives them delusions of grandeur?