PR content does not always need to be in local publishing language but there are some nuances
For PR practitioners we should all be well aware that publishing/distributing content in the local language of the publication is a sure-fire means to improve the success-rate for being published. But our survey found that this is not necessarily the case. In fact when it comes to trade media and technical news, some economies of scale regarding translation can be found without limiting the chance of being published.
Importance of local language
Surprisingly, 50% of respondents answered that it was “very important” to receive news only in their local language of publication. Now we say “surprisingly” because on the face of it and aware journalists are receiving mountains of information from all sources each and every day (and night), then making material readily available to reproduce in their publication would seem like the obvious things to do.
A further 27% stated that it was somewhat important. Now by adding this to the above category, granted more than two-thirds of respondents identify the importance of local language. Conversely, 21% and 3% respectively stated that “It doesn’t really matter” and is “not important at all”.
Yes, there is a compromise solution
Many of us are familiar with the pains (sometimes agony) of translating correctly and completely our hard fought quotes from clients and their customers and wince at the thought of losing the sweet nuances of tried and tested messages. The good news from our survey is that translation of all materials is not always necessary.
In fact 95% of our respondents answered “yes” to the question of whether they “would read if the main information was only in English and technical details translated”. This way time is saved on translating some of the text and only the important data and details need to be translated – often meaning a lot less text needs to be translated, resulting in faster translation and distribution of important news for clients.
Our recommendation – using these findings to good effect
From our experience at NoBorders Communications, we would argue that this leaves considerable room for efficiencies and cost saving and aids speed of delivery of news from our clients. We believe we’ve found the sweet spot in terms of value for money for our clients based on these findings.
- Less time is now spent on reviewing translated content – something that often costs the client in terms of their local teams’ time in verifying translations;
- Leveraging existing marketing and product technical details translated for local markets;
- Time invested on building a strong message that is news relevant and repeatable that has maximum impact.
However, it’s not all so simple. The PR practitioner must invest in building the media relationships and understanding our journalist customers and their needs. At NoBorders Communications we know for our clients where we need to invest in full translation and where a more simplified approach will be equally as effective. Ultimately, it’s about knowledge and using this for the best results for our clients.
For more details and results from this survey, request a copy to: contact@NoBorders.eu.com
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