Language is the closest thing to nationalism and, as the French will tell you, a part of imperialism when one country demands that others speak its tongue. I laugh at the French and their efforts to find French equivalents for English words that have crept into their language. It has always seemed a useless exercise, especially since many English words have French derivatives. On the other hand, they have a point. While on the plane coming home, the American crew tried to communicate to the French passengers in an accent that was so wildly wrong that even the Americans were laughing out loud.
Public relations starts with language.