According to Susan Gunelius, who wrote a column today for Entrepreneur.com, there are ten words you should avoid while writing marketing/advertising copy in 2009. Perhaps that should extend to public relations?
6. A lot
8. To be
Any words to add? Let's see them!
Personally, I think I'll add "best." As I understand it from a friend who is a wine expert - in Germany, you can't put "the best" on your label unless you pass the test and are certified "the best." Ahhh...American marketing. Didn't Seth Godin write a book called: "All Marketers Are Liars?"