Do the words you use in your press release or media alert matter? Of course they do. But, just how much?

In today's NY Times, JoAnne Kaufman looks into how, "Strategic word selection can catapult an announcement about a study, a product or a "breakthrough" onto the evening news instead of to its usual destination - the spam folder or circular file."

The story features quotes from a number of PR pros, as well as David B. Armon, the president of PR Newswire.

PR pro Tom Gable, a former editor at the San Diegon Union, compiled a list of words we all hear to much and will not help any announcement: "solutions," "leading edge," "cutting edge," "state of the art," "mission critical," and "turnkey."

Click here for the full story.