Just as each individual has a self-image, so does a church. It's very difficult for a church to have a good self-image if all the people have poor ones. You must make conscious efforts to improve both the corporate self-image and the image of each of those who are part of your church. A warm fuzzy is a word or deed calculated to make someone feel good. A cold prickly is a word or deed calculated to make someone feel bad.
False affirmation is manipulation.
The pastor should share a word of affirmation in each worship service. Sometimes the affirmation may appear in the announcements, during the worship or even during the sermon. Each week, compliment some aspect of the life of the church. Express confidence in the church's capacity to function. Constantly affirm that you believe the church can do what you're being asked to do.