Many media gatekeepers are ALMOST human. Thus, they have buttons, and when pushed, make them crazy (crazier than usual).
The first time this was brought to my attention was when an editor of a medical trade journal commented that if I ever used the phrase “paradigm shift” in a news release again he would completely block my email address.
Fair enough. Paradigm shift is such a grandiose claim that it should be reserved for cures for cancer and amazing muffin recipes.
Similarly, these over the top phrases should also be avoided at all costs.
- Cutting edge
- Bleeding edge
- State of the art
- Best practices
Keeping it simple, communicating in a concise manner – now that would be a paradigm shift.