Whether marketing a new product, sharing accolades, or announcing the appointment of a new CEO, it’s just good practice to translate your company’s press releases. By doing so, you’re ensuring that a more diverse audience of international media picks ups and share your news. This, in turn, means your company’s latest developments reach a wider audience and not just those who speak English.
But why exactly is reaching a wider audience beneficial? Simple: by increasing your company’s reach, you increase your potential consumer base. Read on to learn how best to go about translating your press releases in order to see the most tangible impact.
Choose the Right Languages for Translation
Many modern companies want to reach markets around the world in order to extend their influence and success beyond their home territory, and translating your press releases is a good step toward achieving this goal. Press releases that have been translated can be distributed to a much wider audience, linguistically and culturally.
However, it’s important to select the right languages when deciding to translate your marketing materials — otherwise you’re wasting time and valuable resources. The best way to do this is the take a look at your target audience.
For instance, if a Hollywood film studio acquires a Mexican production company, it would be a good idea to translate the press release announcing this purchase into Spanish. The release can then be sent to a variety of Mexican media outlets, which may be more likely to use the material if it’s already in Spanish.
Even within the United States, marketing to Spanish speakers is recommended, and bilingual press releases are becoming increasingly important.
Use Translators Who Are Experts in the Field
Press releases may seem like short and simple pieces of basic marketing material, but you shouldn’t use an amateur linguist to handle your translation. Like any other type of document translation, press releases often contain industry-specific information.
For example, a press release announcing a solar roof company’s new product and one relaying a car manufacturer’s latest safety report results will contain very different vocabulary.
By using translators who are experts in the area the press release deals with — whether it’s software, medicine, or something else altogether — companies can receive better translations of technical terminology. That’s why using translators with prior experience in the field is highly recommended.
Remember to Pinpoint Terms Not to Translate!
When translating a press release, not every term will necessarily need to be translated. Company names, for instance, are rarely translated (unless the company goes by an alternate, language-specific name in the international market). Trademarked product names and website addresses are also items that may be best kept in the original language.
To help improve efficiency and avoid errors, clients may want to provide the company in charge of their translation with a list of terms not to translate. This can save you time and money by skipping rounds of unnecessary corrections.
Companies may also want to provide a list of terms they want translated a certain way, in order to keep the press release uniform with other corporate content. For example, some companies will point a translator to an already-translated corporate website, which can be consulted regarding the translation of certain company-specific terms.
By following press release translation tips like these, your company can receive translations that are better-suited to support your corporate brand and attract new, multilingual consumers.
If you’re ready to start translating your latest press release, contact the professionals at Accredited Language today.