Labelling system for press releases aims to reduce exaggeration

When I became the Pro Dean of Research at my institution one of the first things I did was ban the use of adjectives and adverbs w/r research achievements. As I argued, if you have to say 'it', then it is pretty likely you are not 'it'. If you are 'it' then it is likely that this will be known. The sign of true quality is being comfortable in doing your job knowing that your peers will recognize and understand this.