HOW TO PROMOTE A NEW POINT OF VIEW, A FRESH PROBLEM CONTEXT?

The Hebrew word Hasbara (it literally means "explanation") entered the common language.
E.g. Bled Manifesto on a European Communication Policy in 2006 uses this word like this: "In Israel the use of Hasbara fuelled a movement toward a new nation state and a new national identity".
If you go to Google search, you will find about 188,000 results for "hasbara".

The PR move to promote a new point of view, a novel context of the problem, an original attitude towards something is inventing a new term / buzzword of your own.