What seems to work best is being honest, consistent, and up-front about our views. We must never tire of explaining the same basic concepts. When orgs try to distance themselves from socialist countries, or labels like "communist," they come across as dishonest when their views are exposed, backfiring.
When the conditions of capitalism and imperialism decay, more and more of the working classes become less opposed and more open to socialism and communism. Our job is to try to bring these newly radicalized people to proper orgs and proper study. I made an intro Marxist-Leninist reading list for just such a purpose.