there is an author I admire Antonia Scatton she is mostly involved with the American thing but she talks about messaging and framing (George Lakoff) these two articles are the best
https://reframingamerica.substack.com/…/frame-analysis…
https://reframingamerica.substack.com/…/how-to-reframe…
I think there is a lot in the idea of “defensive messaging”, if we are constantly defending ourselves – shit sticks
We are better to support “bodily autonomy” for women than defend against “foetal rights”
Better to support “process and fairness and accountability” than defend against insinuations of “conflict of interest, abuse of power and lack of accountability”