It is an undeniable fact that humans play the central role in applying legal texts and standards to the archival process. The same is true for records management methodologies; archivists must consider their audience and adapt their message to them. How can the archivist raise awareness of the importance of communication amongst colleagues at the front lines, who have the most contact with the public? And how to “sell” our “clients” on the benefits of our services, adapted to their needs? In all these cases it is essential to identify the attributes of our services, to know how to lead a communications program, to have a practical knowledge of the subject, and to have concrete measures to certify our services.