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Press Release Translation Tips on How to Reach New Audiences in New Languages

Press Release Translation: Five Tips on How to Reach New Audiences in New Languages

If you want to learn about press release translation, you’ve come to the right place. Whether promoting a new product or service, announcing an organizational milestone, or sharing accomplishments, there is tremendous value in translating your company’s press releases. In addition, when you translate a press release into new languages, you have the opportunity to reach new audiences both domestically and internationally.

What is a press release?

A press release is a short news article written and sent to targeted media members and contains essential information. It answers the what, when, where, and why aspects of a story you pitch to the media. A press release aims to pique the interest of the journalist or publication one’s targeting. In a best-case scenario, the press release is picked up by the publication in its entirety. Sometimes, it can even get one an invitation to interview with a publication. The value of getting positive publicity from press pick-ups can have a positive impact on your organization’s reputation and overall brand.

Why translate a press release?

Press release translation is part of a multilingual public relations strategy. It enables you to reach essential stakeholders such as customers or investors who speak other languages. It can make your brand more relevant. It can get you more coverage both online and offline. Translating press releases helps you reach a wider audience, and this can help generate more interest in your business and ultimately increase your pool of potential customers. Below are five tips for a smooth press release translation:

1. First, Choose Who to Target

The first thing you will want to do is decide whom you want to target. Choosing whom you target comes down to your public relations goals. For example, suppose you are a travel brand selling an experience and want to attract German travelers. In that case, you will want to translate your press release into German and target German publications covering international travel.

Another example would be, suppose your goal is to sell more products locally, such as a craft brewery trying to sell more beer to Spanish-speaking Americans in a local market. In that case, you should translate your press release into Spanish and target Spanish publications in your area. In both examples above, your goals and target audience are identified.

2. Next, Use Translators Who are Industry Experts with your Press Release Translation

A press release often contains industry-specific information. Therefore, you will better connect with your audience by using translators who are experts in the specific area the release covers, such as tourism, healthcare, or software. In addition, many language translation companies will offer translation services in various subject areas and industries. As a result, they can give your press release a voice with knowledge of your industry.

3. Localize Content

A press release may seem like a straightforward publicity piece. But, because it is a piece of corporate communication, you will want to ensure that all the information contained within it is as accurate as possible. This means, in the case of targeting international publications, your content needs to be localized. The process of localizing a press release includes the following:

  • Selecting appropriate images to accompany your press release
  • Using unique cultural angles, such as local holidays or customs, to tie the press release to
  • Adapting layout and design to display translated text properly
  • Converting to local standards, such as units of currency and measurement
  • Using proper local preferred formats for dates, addresses, and phone numbers
  • Addressing local regulations and legal requirements
  • Adapting graphics to the local market

A quality language translation company will have translators on staff that are also experts at localizing your press release. They will guide you through the entire process to ensure your press release takes advantage of every opportunity for localization. This will help increase the chances of connecting with your target publication.

4. Avoid Acronyms with Press Release Translation

Generally, it would be best if you did not use acronyms in a press release due to your target audience needing to understand it. However, it becomes even more challenging when you add the complexity of translating them into a new language. Therefore, be mindful of acronyms, and try to spell them out or avoid using them altogether. Another tip is to discuss them in advance with your translator if you must use industry-specific acronyms. Your translator can help guide you through general best practices and conventions specific to your translated content’s language(s). 

5. Adapting Your Company Name

In most cases, you will not need to adapt your company name in your press release. This is because company names are rarely translated (unless the company goes by an alternate name in a different country). This extends to trademarked product names as well as website addresses. For this reason, you can provide the translator with a list of terms not to translate, which will help them identify what words should stay in English. This extra step will save you time and cost by avoiding revisions so that your press release gets published promptly.

Need help translating your Press Release? At BIG Language Solutions, we excel at helping our customers grow their brands through our translation and interpretation services. With over 160 years of combined experience as a full-service multilingual communication agency for all industries. At BIG, we have highly qualified linguists in over 300  languages and dialects and offer a comprehensive suite of translation options, including:

Contact us to learn more about our services today!

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