A press release is one of the important documents that you want to share with the rest of the world. Whether you are announcing the appointment of a new CEO, your latest product or a prize your company has been awarded, you want the message to reach as many people as possible. To guarantee that, you need your press release translated so that non-English speaking audience can access it too.
Even though a press release is a relatively short text, it is quite important and its translation should not be underestimated. In order to guarantee that you get the best service that will help you achieve your goals, it is necessary to follow some basic tips, like the ones listed below.
Select the Right Languages
It is understandable that you want your company press release to be read by as many people as possible, and translating is one of the best ways to achieve that. In order to save time and resources, however, it is necessary to carefully select the languages for the translation.
For a press release in the USA, a translation in Spanish is generally a good idea as this is the largest minority in the country according to the latest statistical data. Many companies now directly post their press releases and other important messages directly bilingual – in English and Spanish. In addition to that, if Spanish-speaking countries are part of your foreign markets or you target to add them soon, this language is once again a good choice.
If you are promoting a new product for a specific market, then your press release should definitely be translated into the language of that country. If you want to attract customers from a new market, add their language as well.
Contract a Professional Translator
A press release may seem like a short text that can be translated in no time but you should not underestimate its importance. It is not recommended to leave its translation in the hands of unprofessional speakers – colleagues, employees or even partners. Treat press releases like any other document translation with the same seriousness and importance of the message they bring.
Quite often, a press release can be full of terminology. In such cases, the necessity of choosing the right translator with experience in your own industry is even greater. Only thus, you can make sure that the text will be rendered in the best possible way in the target language(s) you have selected.
In addition to that, a professional translator knows the subtle nuances and differences related to the cultural preferences of the audience you are targeting. They will make sure that the text is written in the language they speak and will really resonate with them.
Another great benefit of the professional translator is the ability to work under pressure and stick to short deadlines. A press release announces information that is relevant for a certain period of time and you want to spread the news as soon as possible. A fast Language Service Provider (LSP) that doesn’t compromise the quality of the translation is exactly what you need in such cases.
Provide a List of Preferences
In order to facilitate the translation process, it is advisable that you provide your translator with a list of specific preferences that you have. That may include:
- List of terms that should not be translated like company or product name
- List of terms that you prefer translated in a specific way. In such cases, you need to provide some documents for reference
- List of terms or words that you definitely prefer to be avoided in the translation
- Any other preferences you may have about formatting, for example
This will facilitate the work of the translator and also save you time afterwards. When you are clear about your preferences in the very beginning it means fewer corrections and delays in the overall process.
Keep your Brand Identity
Whenever translating a document in a foreign language, it is necessary to keep the voice and message your brand incorporates. This means using culture-appropriate examples in each language used for the translation. The exact wording is not that important as long as the message is there and it is in line with the company values.
In order to make sure that your brand is recognizable you shall use the established company name and website in each press release. In case, you have a specific name or domain for a certain location, make sure that it is incorporated in the translation.
As a whole, translating a press release requires a specific set of skills – working fast and accurate, knowing the industry-specific terminology, being aware of the cultural preferences of the target audience and last but not least being an expert in the language(s) you work with. The combination of these abilities guarantees a proper translation that will serve the purpose of the company, who issued the press release.
Reaching a broader audience with your press release is beneficial to your company in many ways. Increasing your company reach means attracting more potential customers and strengthening your online brand presence. Following the basics listed above will help you get a proper translation of your press release that will entail tangible results. Make sure that you are working with the right language service provider, so that your translations sound as fit as the original text and bear the same message that you have put in the first place.