Some great information here, http://www.nature.com/naturejobs/science/articles/10.1038/nj7435-13...
Communication: Two minutes to impress
Roberta Kwok Nature494, 137-138 (2013) doi:10.1038/nj7435-137a Published online06 February 2013
This article was originally published in the journal Nature
With ruthless revision, researchers can compose a punchy 'elevator speech' to sell their science to a neighbour, potential employer or politician.