If you’re wondering whether it’s a sound decision to translate your press releases, please read on. You’ll see how crucial it is for you to translate this type of content in several languages, including French (a language used worldwide).
Good PR vs Bad PR
Your PR communication greatly helps boost your visibility, your sales and your image. Without it, chances are nobody would know who you are, what you sell and why people should choose you over your competitors. As we live in a society of round-the-clock news, it is paramount to be heard and visible in the media (TV, radio and social media). But, you shouldn’t make the mistake of communicating in English only.
To ensure the widest coverage possible, you should know that offering multilingual content is necessary.
English Only Is Overrated
Did you know that search engines categorise content according to the language used? Also, people are more likely to read your PR releases if they’re offered in their very own language (remember this famous quote from Nelson Mandela: « If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart »).
Although English is widely spoken, especially among journalists, it is no guarantee that all nuances and references can be understood by non natives. Remember that reading in a foreign language requires extra effort and everybody can make mistakes when interpreting your content.
To ensure that foreign journalists use your PR content, and pass along your message worldwide, you need to address them in their own language.
Offer content that they can be readily used, copied, pasted and talked about.
Don’t let journalists translate the content themselves. You’d run the risk of mistranslations and a potential PR nightmare!
A Sound Investment
Competent and reliable translators aren’t cheap but it is a very sound investment for your company. Your message needs to be accurately conveyed from the start. Think of all the translation-related disasters that forced some companies to spend millions on new campaigns to repair the damage! Think of the companies that are now having difficulties entering certain markets because of communication and language blunders!
As a conclusion, the cost of damage control could certainly be far greater than hiring a professional translator.