Translating before you distribute your press release ensures that your news gets the maximum and diverse audience engagement, and helps your brand build a larger consumer base.
Every business is required to have its own marketing and promotional strategies. With the advent of the digital marketing industry, businesses have realized the significance of Press Releases when it comes to promoting a special or specific aspect of the business, and informing the media as well as the public about it. Press releases help inform people about the ‘what’, ‘who’, ‘why’, and ‘how’ of a brand. It helps drive the interest of the audience and ensure a positive impact on them about your brand. When done properly, press releases can generate massive publicity and greater ROI. And it is in this arena that press release translations come into play.
As the goal of businesses is to publicize something exclusive and important about a business to highlight a specific situation or event, translating the Press Release into different languages ensures that it reaches the maximum number of people and gets a higher chance of being picked up by journalists and newspapers. It ensures that the news about your brand reaches a diverse range of audience and not just those who speak English.
Whether yours is an established business in the industry or you’re just starting in the field, if you distribute your press release after translating, it can help your brand immensely. They can help share the news of your business and can bring your brand to the attention of potential consumers and stakeholders, and spread the word about what you do. Translating Press-releases gives off the impression of inclusivity, which is an efficient strategy for building multilingual public relations.
If you are aiming for expanding your business and reach a greater consumer base, it is a high time you invest in translating your Press Releases.
Here are 5 things to consider when translating your press releases:
1. Choose and Target Your Audience Carefully
To begin the process of translating your press releases, you must choose and decide upon your targeted audience. Choosing your target audience is rule number one when it comes to public relations strategies. Consider this: if you wish to announce that your brand is going to host an exhibition of handmade goods from India in South Korea, you will want your press release to be translated into Hindi and Korean to Indian and Korean publications that cover business and international travel.
However, if you wish to sell your products in the United States, you can consider translating your press releases into Spanish, some Indian languages, or mandarin for a greater reach. Pair your releases with distributions that help you reach your target audience most effectively through print, online, and other broadcasting media, new services, and newswires available to you. Research their services thoroughly before going ahead with any company.
2. Be Meticulous While Choosing Your Translators
When it comes to PRs, translation is not merely a word-for-word exchange of the original text. Press releases are often crafted with the infusion of industry-specific terms and information. The translator that you hire must be fully aware of these terms and information and be able to use them properly in the translations. Translators with diversified technical translations background are best suited when it comes to ensuring quality translations, meeting localization needs, and mobilizing public engagement toward the brand.
Their familiarity with the industry will ensure the most accurate work that is not merely a translation but is written in a manner to engage the audience the best. Remember, your aim is to convey accurate information to a diverse audience in their language without specifics getting lost in translation. While translating press releases can boost your business, translation failures can have the opposite impact.
3. Give your Translator a Thorough Guideline and Localize his Content
Take note: Translation is not enough - make sure you localize your press release. While the former only takes the linguistic aspect into consideration, the latter also includes the cultural aspects. Instruct your translator on how to take local standards and regulations into consideration in order to ensure the highest impact on the audience. Here are some of the pointers a translator must remember before translating a press release:
- Adapting the press release so as to exhibit their distinct cultural angles
- Adherence to local legal regulations
- Use local standard units of measure
- The captions in the photos must be translated
Also, it is not mandatory to translate EVERYTHING when it comes to translating a press release, especially the proper nouns. For example, the name of the company, Trademarked product names, and addresses of websites are some things you would not want to be subjected to translation. Make sure you pinpoint to your translator those words that need to be kept without translation.
4. Schedule Your Press Release
If you want your online presence to blow up, you must remember that timing is everything. Always release your translated press release during local market hours to ensure maximum engagement. Keep local holidays in mind. Collaborate with your news partners to ensure that the news crosses the screen at exactly the right time in parity with the local time zones.
5. Remember: There is Always Room for Improvement
Be open to criticisms and use feedback as future references to improve your translated content future. It also ensures healthy public relations and increases engagement with your audience and ROI. It gives the consumers the satisfaction of knowing that yours is a company where their grievances are actually heard. Take those feedback into consideration that targets a specific issue in order to straighten out any clumps in the translation.
When a brand takes the time and effort to ensure that the news they release in the local market caters to the interests of the local people in their preferred language, it symbolizes that the company provides maximum connectivity with its audience and superior customer service. It ensures that a greater audience understands your news and is able to connect to your brand.
