What to keep in mind when localizing press releases and statements?
A press release is broadly a document containing important information about a specific event within a company or institution for informing the public, especially the news organizations. For example, when a new CEO takes office in a company or a new product is being released, public releases come into play. But this does not mean that public releases are just for prestigious companies. No matter how big their size is, any company can make use of public releases.
Today many companies prefer releasing public statements because they find that these releases are the best way to express their services. In an international context, it is therefore possible to say that translation of public releases is of significant importance.
OK then, what should one do now? To whom should one turn? What strategy should one follow?
Here are 4 tips for paving the way for your press release translations:
- Determine the target audience for your press release
Knowing who you want to reach means always being one step ahead. If there are more than one target audience, a more culturally neutral press release may save you more time because a source text containing no culture specific references leads to a press release translation that can be carried out faster.
- Get service from a professional translation office specialized in translation sector
It is inevitable for professional translation experts to take part in the translation process so that it can be carried out in a correct way and the tone of your public release can duly be determined. A translator who has a good grasp of the target audience knows which strategies to follow in order to convince local journalists and media to give your public release a chance. Keep in mind that even a small translation error could damage your press release’s reputation.
- Elaborate your goals
It is advisable to specify in advance the points you wish to underline, the tone you want your public release to have, the demands/limitations you foresee, and the aspects you want the translator to consider. All these help prevent possible translation errors and unpleasant surprises. Remember therefore to share clearly and explicitly all of your expectations with the experts of the translation office you work with.
- Adapt the content of your press release
Localization means adapting content to customs and standards of the target market. A successfully carried out localization can open the door to almost anything. It is also of great importance when it comes to corporate communication like press releases because it is about your brand. One should therefore ensure that such parts of the content as addresses, dates, numbers, units of currency, colors, and visuals are duly localized in order for the translation of your press release to meet the demands.
As a result, a press release translation carried out according to correct terminology in view of cultural differences should fully inform the public about the events and incidents in your company and increase visibility of your brand.
