You have to be careful which imagery you leave people in their minds eye.
As an example there was a post on T-Net recently, the sum of which said metal detecting is equal to looting. The lead picture had an Arab looking, terrorist type in robes and face wrap brandishing not an AK-47 - - but a Whites metal detector! Detecting Jihad!!
That is NOT good imagery, nor good publicity.
So, I don't tell people I hunt or dig or find. I rarely mention the word coin, or jewelry outright. I DO NOT use the terms "treasure hunter," or "relic hunter."
I am simply a detectorist and search for artifacts. I rarely tell them about the great finds I've made, instead preferring to talk about the mundane ones.
Now, people aren't stupid and everyone knows what a detector is for, these days. You can't pull the wool over their eyes and shouldn't try.
Often they will bring up these images themselves, so my goal is to dispel them and turn the hobby into a fun pastime in their minds. If they just reckon me a kook out having a little harmless fun, then I feel I've succeeded.