I ran across this short but informative article written by Mickie Kennedy on Ragan -
3 phrases to omit from your next conversation with a journalist
1. “Never seen anything like it.”
Few things make a journalist roll his or her eyes more than hearing how your product is “brand new and innovative.” What your company invented and sells might be incredibly cool and exciting. It could sell millions and make everyone rich. In the meantime, let’s keep the hyperbole down and not act like it’s going to change the planet. Keep it in perspective. Have confidence it’s a great product, but don’t put it on a pedestal, especially when pitching to journalists. They’ve heard it all before.
read the full article here