Pope Francis would make a good editor.  He recently spoke to the communications arm of the Vatican and told listeners to get rid of adjectives. Use nouns and communicate simply and directly.  His advice would go well in PR where overuse of adjectives and adverbs is chronic.  It is part of flackery that has hurt the efforts of the field since its rise in the modern era.  The best way to communicate to reporters and editors is through accuracy, an emphasis on facts — nouns, verbs and objects without gilding or shading.  This leaves little room for skepticism.  Pope Francis is concerned about communications to Christians, but he might as well be speaking to PR practitioners.

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