Too Many Capitals

Try to avoid overcapitalization. Instead of writing ,say, “Consolidated Edison Rate Advisory Board” you’d better present “Co Ed’s rate advisory board”.

Hype

You can ruin the credibility and believability of your message by using exaggerated words and phrases. Companies often describe their products as "first of its kind", "unique", and even "revolutionary", which tends to raise suspicion among media gate­keepers as well as readers.

The following words are often overused: leading, enhanced, unique, significant, solution, integrated, powerful, innovative, advanced, high-performance, and sophisti­cated.

Bias

Avoid gender bias by using non-gender-related words. Awareness of the irrele­vance of an employee's gender is why airlines now have "flight attendants" instead of "stewardesses" and why the postal service hires "mail carriers" instead of "mailmen". It also is unnecessary to write that something is "man-made" when a neutral word like 'synthetic" or "artificial" is just as good. "Employees" is better than "manpower", and "chairperson" is more acceptable than "chairman". Some terms may seem difficult to neutralize — "congressperson", "business person", and "waitperson" don't exactly trip off the tongue. However, with a little thought, you can come up with appropriate titles, such as "legislator", "executive", and "server".

The problem of avoiding gender bias is particularly difficult because much of our language is geared to the use of the word "man" as a generic term for both males and females. Attempts to avoid this lead to such usages as "he/she" or "his/her" that make for difficult reading. However, another word can be used in most cases. If you pluralize the noun in question/the pronoun "their" will serve nicely. In other cases, you can use words such as "personnel", "staff', "employee", "worker", "person", or "practitioner" to describe both men and women in the workplace.