The first word, and the last word, must the airfield name. Nothing else, no "all stations", no "traffic", no nothing. That's why it goes pear shaped, people doing whatever the hell they want.
CAAP 116-01 v4.2 (this weeks) para 6.3.8.
(location) traffic,
Aircraft type
Callsign
position/level/intentions
(location)
Press button, begin speaking, stop speaking, release button.
Dirt dart planes are the worst for fast talking. It's not cool.
That's it. Simples! (can't do the Meerkat noise...)