Never Always

You never need to bold or italicize anything in a pitch. If it needs emphasis, well, do it in your writing.

Then, three sentences later…

The embargo date? Sure, that makes sense. Nothing else, though.

( Source: The Next Web | 5 reasons why reporters hate your PR pitches )

I was told, early on, to not ever use the words “never” or “always”.

Kinda makes the entire idea / argument / pitch go flat, and you less of a source of knowledge / expertise.