Seasoned spin doctors know the value of particular phrasing. 'My thoughts are with the family' sounds very sympathetic, but actually means nothing. As is ‘I understand there are people who think X’ — it send the message of understanding (and implied agreement) but actually means ‘I know…’.
Advocacy groups label themselves and their opponents in ways that serve their purpose. Cleverly, in the abortion debate both sides are ‘pro-’ (choice or life). Being a ‘sceptic’ is good if it relates to mystical claims, but bad if it’s about climate change. Then the person is a ‘denier’. ‘Fair’ and ‘clean’ are also good words to use, because who wants to be unfair or unclean?
There was a time when the part of the organisation that handled leave and employment conditions was called ‘Personnel’. Then it became ‘Human Resources’. Now, some organisations have ‘People stuff’ or ‘People Matters’, thus letting their employees know that they are more than a resource — putting the person back into personnel. (Though of course, actions speak louder than words.)
The software world is renowned for describing unintended results as ‘features’ (rather than the ‘bugs’ that they actually are). Software itself is the bits that aren't hardware (which are the bits you can kick), but also led to the delightful term ‘vapourware’ for programs promised but never delivered.