When a media opportunity comes up you’re going to talk about the people your business works with. Every organization has a word for them – clients, customers, service users, end users, users, or something of this ilk. Sometimes, though, in the heat of communicating, you might resort to people or, even worse, individuals. Before you use either of these, just think about how many times in typical conversation you would refer to ‘individuals’ in a positive light. Have you ever thought ‘look at the good work those individuals are doing’? If yes, then I apologise, I’m obviously wrong. But, if like me, individuals is largely a pejorative phrase, don’t use it on the airwaves.