The keynote speaker at the BIR convention in Valencia in late May, Michael Maslansky, looked at the importance of using the right words to shape perceptions of our industry. Maslansky is an expert in language strategy. He was involved in the rebranding of the Recycled Materials Association – from ISRI – in the USA.
He said it was vital to build a ‘language of trust’: ‘Just doing the right things is often not enough. When an industry focuses on things that matter to their audience, when they describe them in ways that are easier to relate, people will want to be connected to that industry and to support it.
