Many years ago, the Dan-Air ops manual recommended avoiding the use of words such as "fog", as all passengers know planes crash in fog. Similarly "turbulence" was a no-no, as all pax know etc
"Thunderstorm" was also off the menu, as all pax etc.
Imagine you are Mr Scared in seat row 33d, what would you NOT want to hear?
If the wing has broken off, or an engine has shed obvious bits, then don't try to lie, but otherwise try and play down whichever disaster has or is about to ruin everyones day.
Speak as clearly, slowly and as confidently as you can manage, don't want the SLF panicking once the lift spoilers are up on the runway?!?!