The journalists motto is ‘Make it smart, make it snappy, make it up!‘. The last of these is not advised but keeping things short and simple is highly recommended. The less scope for misunderstanding and confusion the better.
George Orwell provided general guidance on writing in his six elementary rules. From the essay Politics and the English Language, George Orwell offered the following ‘six elementary rules’ for writers:
Never use a metaphor, simile or other figure of speech that you are used to seeing in print.
Never use a long word when a short one will do.
If it is possible to cut out a word, always cut it out.
Never use the passive voice when you can use the active.
Never use a foreign phrase, a scientific word ...