What is the opposite of name-calling in PR language?

In public relations, the opposite of name-calling is often seen as the use of glittering generalities. This term refers to the practice of using emotionally appealing phrases that are vague and positive, often invoking feelings of pride, patriotism, or virtue without offering concrete details. For example, terms like "freedom" and "progress" can evoke strong positive emotions and are often employed to unite audiences or convey a favorable image.

Glittering generalities contrast with name-calling, which is a tactic that involves using derogatory language to attack an opponent or idea without providing substantiated arguments. While name-calling aims to belittle or convey negativity, glittering generalities strive to uplift and create a positive perception. This approach in PR seeks to build goodwill and support by appealing to the audience’s ideals and values rather than focusing on negative attributes or criticisms of a competitor.

Fact-based statements, persuasive language, and direct criticism, although relevant to communication strategies within PR, do not embody the same contrasting principle to name-calling as glittering generalities do. By focusing on positive connotations and aspirational language, PR professionals can effectively counteract negative messaging and foster a more constructive dialogue with their audience.