guide word

noun

1. catchword ( def 2 ).

Word History and Origins

Origin of guide word¹

First recorded in 1925–30

Example Sentences

Find an experienced, trusted therapist: If you’re seeking a psychedelic guide, word of mouth may be helpful.

From Washington Post

According to the National Lesbian & Gay Journalists Association, “Transgender people should be referred to by the name and gender with which they identify. Some transgender people choose to take hormones or have medical procedures, but that’s not what determines the right name and pronoun to use. It is stating one’s gender identity that is what should guide word use. Jenner should be referred to as she and her.”

From MSNBC

We got into all this talk about “narrative” in campaigns because political communicators were thinking about how to package a single, consolidated story that would rhyme across mass media: the sound bites picked out for the nightly news would ratify accounts in the morning paper and guide word of mouth.

From Slate