“I’m convinced that this methodology, which ranks the key decision-making factors used by the target audiences in order to steer the communication about a product or a company, is a truly scientific approach. I consider this method as indispensable in making sure a communication plan is aligned on the most appropriate parameters and guaranteeing that the communication investments are spent in the most effective way.
Instead of relying on personal feelings or assumptions, as is still too often the case in communications, I have always insisted on using this methodology to guide the development and measure the impact of the joint, international communication programmes of the European steel for packaging industry.”
Director General of APEAL,
the Association of European Producers of Steel for Packaging