In the current times, there’s no such thing as “geographic boundaries” when it comes to the market. Businesses now have the opportunity to expand their reach to audiences all over the world through the assistance of technology and globalization. Due to this development, communication with potential customers in other countries has become a necessity in order to raise brand awareness and solidify a positive reputation within the market and industry.
One of the ways to reach a wider audience is through regular press releases. However, despite being one of the most powerful tools in a company’s communication arsenal, press releases should be disseminated not just in the company’s work language, but also in the mother tongues of the future clients they wish to engage with.
This would be a great undertaking for any business making the attempt. This guide will delve into the importance of multilingual press releases, and provide a few tips and tricks on how to build a successful multilingual press release strategy.
What to Look Out for Your Multilingual Press Release Strategy
The first step in building a successful multilingual press release strategy is research. Depending on the services and products offered, a company should know the details of the regions they plan to target, such as the people they’ll be serving, and the languages spoken by their possible audience. In this manner, the business can craft messages and campaigns that will resonate and impart an unforgettable impression to the locals in the area. Not only that, this will help build a relationship with onsite media outlets that can lend a hand and further expand the company’s reach.
When considering target languages, take into account the size of the target market, the level of competition in that market, and the cultural nuances that may affect communication. For example, if a company is expanding into the South American market, it may be important to consider the differences between Spanish and Portuguese spoken in Spain and Portugal versus the Spanish and Portuguese spoken in countries such as Mexico, Argentina, and Brazil. Understanding these cultural nuances can help companies create press releases that are appropriate and effective in each market.
Some examples of successful language targeting strategies for sharing updates and press releases include global beverage brand Coca-Cola using Mandarin for the Chinese market, and fast food company McDonald’s use of Arabic for the Middle East.
Expert Tips for Multilingual Translation of Press Releases
To ensure that a company’s press release has the right impact on the target audience, it is crucial to work with professional translators and localization experts. Kate Banaag, Demand Generation Manager for Tomedes, a translation company, shares her top five suggestions for press release translation:
- Study and understand the cultural context when translating a press release. Companies should avoid any translation blunders or commit a cultural faux pas. Some topics or words may be seen as impressive or admirable in one cultural context, but they might be seen as otherwise in another.
- Ensure that you’re using the same tone in the target language as in the source. The tone and style of writing imparts the identity and values of the company/business.
- Consult the client regarding special terminologies or jargon used. The business might be introducing a new service/product that’s new to the market, so it is important to ensure that the product/service is not misrepresented or miscommunicated in any way. It is also a way to make sure that the right words/phrases are translated accurately.
- Be accurate with quantitative data. Press releases often include numerical data, so it’s up to companies to double-check if the figures are represented properly in the target language. This also includes the conversion of currencies (e.g. USD to JPY) and measurements (e.g. imperial to metric, or vice versa.)
- Localize press releases. The target language may have different regional or local variations. Make sure that these variations are included in the press release, or use the right language variety or dialect when addressing the appropriate audience.
How to Distribute Your Multilingual Press Release
Once a company has identified target languages and created a multilingual press release plan, the next step is to identify the right distribution channels for each language. This should be a part of the market research, as some methods get more traffic compared to others. Some channels to consider include international wire services, social media platforms, and local news outlets. Take care to consider the nuances of each region and language when sharing the press release. For example, in some locations, it may be more effective to use email marketing, while in others, social media may be the preferred avenue of dissemination.
To make distribution more effective, leverage local contacts and build relationships with available media outlets. Additionally, companies can use analytics tools and programs to track the success of their press releases in different languages and regions. By doing so, businesses can determine which languages and channels are most effective in reaching their target audience.
The globalized business landscape allows effective communication with international audiences, opening the path to more visible brand awareness and a solid, positive reputation. Multilingual press releases are a powerful tool for reaching diverse audiences and building connections with international media labels and potential customers. By researching target markets and languages, working with professional translators and localization experts, and identifying the right distribution channels, businesses can take advantage of any opportunity available in the market and create a successful multilingual press release strategy that is suitable for their product or service.