Perhaps no other season other than November/December has generated so many cliches.  This column is a useful reminder to writers, including PR practitioners, to avoid them.  In other words,”Tis the season” to avoid such usage, to stop yourself from writing “Jolly Old Elf”, “Yes Virginia”, “Jack Frost” and “ringing out the old year”.  Holidays are overloaded with false sentimentality already.  They don’t need cliches piled onto them.  Besides, it should be a test of one’s creativity to come up with new descriptions that appeal to editors and reporters.  For those who would argue that cliches are expected during the holidays, the answer is to do the unexpected.  Be fresh where so much is stale.  It might surprise the curmudgeons on the editing desks to give a second look at your release.  

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