Anyone who doubts the power of words, and denies that the choice of one word, or group of words, over another is important, might like to consider the 'torches of freedom' campaign in the United States in the late 1920s.
Edward Bernays, often considered the father of public relations, represented the American Tobacco Company, who were keen to promote smoking amongst women and thus boost sales. It was frowned upon at the time for women to smoke in public - they risked being considered immoral or, at the very least, ridiculous. Bernays consulted a leading psychoanalyst, AA Brill, who told him that women subconsciously regarded cigarettes as phallic symbols and as a symbol of male power. Bernays thus decided to portray smoking to women as a sign of freedom and power, and to persuade women that to smoke was to smash a restrictive taboo. He therefore dubbed cigarettes 'torches of freedom'. He got a group of debutantes to march in the 1929 Easter Sunday Parade in New York and, at a signal from him, they all lit up. Needless to say, Bernays had arranged for a photographer to be on hand, and pictures of the attractive and well-dressed women appeared in all the newspapers. The campaign worked; in 1923 women accounted for about 5% of all cigarettes sold, and by 1929 this figure had gone up to 12%.
I learnt all this from the first part of a fascinating old (2002) BBC documentary called The Century of the Self, which I watched on YouTube. The series was about various members of the family of Sigmund Freud -- Edward Bernays was Freud's nephew.
Bernays is often (including in the aforementioned documentary) said to be the person who popularised the term 'public relations'. He didn't invent the term. The expression public relations dates back to the mid-17th century according to the OED, but originally it just meant the relations you had with other people. The term in its modern sense was first used at the very end of the 19th century, when Bernays was just a boy. In the documentary Bernays said he had decided against using the word 'propaganda' as that reminded people of the Germans during WWI, so it had negative connotations. He seized on the existing term 'public relations' as a substitute.
The programme on Bernays can be viewed on YouTube here.