عربي
We live in a globalized world, so when you are sharing corporate success stories, announcing the launch of new products or promoting your CSR activities to the press, bear in mind both your markets and your potential markets. Translating your press releases can help you to:
- Target all of your audience segments
- Achieve a Global Profile
- Generate new leads and business
- Deliver a consistent and unaltered message
To reach your full marketing potential in the MENA region, press releases should be issued in the Arabic, English and French languages to achieve maximum market scope. For audiences outside of this region, make sure you translate your news into the local language.
Translation for Global Influence
MENA-based companies want to reach markets around the world and global markets want to reach audiences based in this region. The outcomes are the same – if you have the power to communicate with wider markets, you can influence your reputation, growth and success. Translating your press releases plays a major role in achieving these objectives, as well as appealing to the specific culture of your various markets. In this equation, translation equals influence.
When to Translate?
Engaging effectively with your target audiences is one of the most important factors to keep in mind when deciding which languages your press releases should be translated into. For example, if a GCC-based company invests in a Moroccan company, there are huge advantages to translating the press release to French. This enables the release to be distributed to a much broader set of media circuits that are likely to publish your news in both niche and mainstream magazines, newspapers and online platforms.
Where any events, product launches, partnerships, acquisitions or business activities involve another country, it is time to translate.
Always Use Experts Translators
As the MENA region’s leading corporate news distributor to local, regional and global markets, allow us to suggest that it’s better to not bother to translate at all, rather than use an amateur translator to work on any press release. In other words, either do it right, or don’t do it at all.
Translation may seem like a straightforward task, but just one poorly-translated word, a single misunderstanding, the wrong tense or word order, a culturally sensitive concept, or any kind of mis-step has the power to damage your reputation beyond measure. Here are some famous examples:
- One airline famously promoted its new leather seats to Latin America and translated its slogan "Fly in Leather." In the Spanish translation, "Vuela en Cuero," was fine. However in Mexico, the phrase also means "Fly naked" – which was not what the airline wanted to communicate.
- An automotive company once promoted its ‘Matador’ model in Spain, where the translation was correct, but in local culture, the word is also understood to mean “killer,” – again, not very appropriate for driver confidence.
These may be extreme examples, but on a corporate level, any bad translation has a negative reflection on the company – and can easily deliver the opposite of your desired outcome for reaching overseas markets. There are many pitfalls and risks that a non-professional translator will unknowingly walk into and you will almost certainly be negatively affected. Once ‘bad news’ has been released to the media, you can never take it back.
Translating Your Press Releases
TRANSHouse, the translation arm of NSG, is the translation company of choice for several government ministries, multi-national corporations, and other high profile organizations. We uphold impeccable standards of translation for a wide range of clients that not only release news in Arabic and English, but also translate in over 40 languages, according to your media coverage needs.
TRANSHouse works to the highest standards of accuracy, using multi-lingual experts, high-pedigree native speakers and stringent protocols to ensure that translation work for media release is always in the natural native linguistic style of the countries you target.
You should also bear in mind that translation gives you the opportunity to resonate with the different cultures of your market. Our translators are native-speaking linguistic experts, not just people who know the equivalent words in another language. This means that we deliver accuracy with industry-specific concepts and terminology, in a culturally appropriate way.
Talk to your Relationship Manager about how we can help you to translate and communicate effectively on global, regional or local levels, in the most advantageous languages to reach your objectives.