Any advice on PhD Personal Statements?

To Fluther,

I am applying to PhD programs in Communications and have gotten mixed advice on my statement. One adviser has suggested that I don’t tailor each personal statement to the schools I am applying to, that I remain confident rather than thankful to the universities to which I am applying and that I just state my potential research work and be done with it. Does anyone disagree with that? Is there any other advice people might want to give broadly?

Thanks!