One "trick" that I can't stand, but is beloved by news editors (usually at the low end) is to avoid repeating the main noun and to do anything, no matter how awkward, to find another word:
> A water shortage is has been announced. H2O use will be restricted...
> A car factory burned down. The vehicle plant...
It's jarring to repeat a word to often "by mistake" in close proximity [1]. It's not jarring if that's the subject at hand: it's actually more jarring to stretch for a synonym and make the reader follow that you're still taking about the same exact thing!
[1]: Sometimes even the same unusual word repeated within the same book can stand out for the repetition more than for the word itself.
> A water shortage is has been announced. H2O use will be restricted...
> A car factory burned down. The vehicle plant...
It's jarring to repeat a word to often "by mistake" in close proximity [1]. It's not jarring if that's the subject at hand: it's actually more jarring to stretch for a synonym and make the reader follow that you're still taking about the same exact thing!
[1]: Sometimes even the same unusual word repeated within the same book can stand out for the repetition more than for the word itself.