From Republican pollster Frank Luntz enviro-speak memo (pdf) to the republican party (classic ;-)
"The three words Americans are looking for in an environmental policy, they are (sic) 'safer,' 'cleaner,' and 'healthier."
"If you must use the economic argument, stress that you are seeking 'a fair balance' between the environment and the economy."
A lot of public relations technique rests in language. It is built in the nuanced choice and combination of words that are developed and tested through public opinion research - through polling and focus groups.
Read full from the Desmogblog.com