Language in public messages

I've had some interesting feedback to a couple of public messages I have put out recently. Where I have tried to make a comment about my commitment to giving a better police service to the City some people have reacted to say that my comments have just been 'political' spin. Have we had so much carefully managed comment from politicians in recent years that now even sincere statements of intent and public service are seen as shallow? A former colleague of mine had a good phrase for things which are just there or things which are just said to make something look better. He called them 'just eyewash'. I need to think about how I can make statements of commitment and intent without them being disregarded as nothing more than eyewash. Of course you also dont know what the silent readers or listeners think.