difficult to reach

Warm feeling but patronising euphemism often used by care givers, but also over-reaching government or voluntary agencies to describe a target group or audience who have not engaged with the intervention concerned. Almost always the target group are characterised as passive, ‘vulnerable’, or of possessing some other negative/weak quality, but in reality may be have full capacity and instead have no interest or benefit, or even hold strong objections to the intervention concerned

Hospital manager: The medical staff are proving difficult to reach in terms of my new and novel 1 monthly, all day infection and control mandatory training programme. What do you think Brad?
Second hospital manager: yea - I think we need to doc the pay and then sack anyone who does not realise the benefit of your life saving, new and wonderful programme Hank!

optics

Usually, in a mainstream or social media context, jargon to describe the way in which an event or process will be perceived. Often used with other political jargon - notably virtual signalling, where the "signal" is intended to generate a specific and ideally positive public association ("good optics").

Shell Exec (1): "We've just made £8 billion in profits from selling super-priced oil, and the northern hemisphere is heating up like crazy. We need to soften the optics. How about we chuck a few million quid at those desperate muppets at British Cycling?! Worth a shot?"
Shell Exec (2): "Blatant virtue signalling - you never fail Hank - I think that could be the most transparent bit of greenwashing in history! But those lycra boys will never buy it..."
British Cycling official: "wow, thanks, guys; we always knew the oil industry was really nice."

optics

Often in a mainstream or social media setting, the way in which an event or process is perceived by others. Often related to the act of virtue signalling - optics are how a signal will be received/ "look".

Shell marketing exec (1): "we need to signal that our company is all about saving the planet, not making £8 Billion profit - and sponsoring those desperate muppets at British Cycling for a few million quid seems like a no brainer"
Shell marketing exec (2) "you've got it - the optics are great, although surely those fresh-air lycra boys won't buy it?!"
British Cycling: "thanks guys, you're so lovely, we cyclists always knew the oil industry was our friend"