If it helps, instead of thinking of it as a perception problem, maybe think of it as a language problem. There are (at least) two versions of EA. One of them has good intentions and the other doesn't. But they are both called EA, so its not that people are perceiving incorrectly, its that they hear the term and associate it with one of those two versions. I tried to disambiguate by referring the one just regular altruism and other by the co-opted name. EA has been negatively branded and its very hard to come back from that association.