Scientific research is very specialized: even physicists have trouble understanding what their peers in other subfields do. But, buried in the acronyms, the graphs crammed with data and the impenetrable writing that fill most papers is some very interesting science. This is why many journals also publish news, commentary, and editor highlights: these articles add value to papers by making them more accessible, and more visible. In this talk, I will give an overview of how we select papers to highlight in the web publication Physics (physics.aps.org). I will also discuss the challenges involved with writing about physics for a broad (non-specialist) audience. All of us, including editors, tend to fall into the same traps when we write about research, such as overestimating what our audience knows and including too much detail.  Even if you never write a commentary for a journal or magazine, being aware of these traps so you can avoid them and become a clearer, more engaging communicator, will help make you more visible in your research career.