Press release translation is the key to drawing the public’s attention from your own country and overseas. It works whether you are advertising a newly-launched product or service line, disclosing a strategy, or reporting impressive achievements.
But is this really vital? How to succeed in press release translation?
Read further to find out practical sharing and tips from our years of experience in press release localization.
The Need for Press Release Translation
A press release is a brief news item that is created and disseminated to certain news outlets. It only captures the most essential details of your company’s strategy, products, or services, which mainly address the 5W-1H questions of the media-pitchable narrative.
A press release’s objective is to get the attention of the editor or magazine you are aiming for. The publisher would ideally publish the press release based on your provided information in full. In some instances, they may even invite you for an interview.
Media pick-ups will help you gain favorable news coverage, which may benefit your company’s reputation and brand image.
Press release translation is an indispensable part of any successful international PR approach. It allows your brand to communicate with key stakeholders who speak different languages, like consumers or shareholders. And it is also necessary for travel brands too.
Also, the relevance of your brand can be enhanced since you can reach more people across countries, both online and offline. At the end of the day, it contributes to increased interest in your company and boosts your pool of prospective consumers.
Keys For A Successful Press Release Translation
1. Know your audience
May news be considered to be for ‘everyone’. Depending on your PR objectives, you should first determine who to target in your press release translation.
For instance, if you are a tour agent who offers experience and aims to attract American tourists, go for the U.S. magazines promoting overseas travel.
Or if you want to sell more items in a local area, know your audience’ language and cultures before translating your press release. For example, as a brewing company attempting to sell more drinks to Latin Americans in the area, you should localize your press release into Latin and then approach Latin periodicals in your region.
Remember to identify your aims and target market in your press release translation.
2. Work with experts on your press release translation project
A press release frequently includes updates or information related to a specific industry. And you will likely engage better with the audience if the articles, whether advertorial or editorial, are written by linguists experienced in the field.
For example, if you are working in the medical sector, it’s vital to use the correct terms that the public can fully comprehend. This requires knowledge in the field, so it’s better to choose a professional agency for your press release translation.
When opting for translation firms like GTE Localize, chances are that they have a vast network of translators in a wide range of sectors. These experts can translate your press release into highly relevant and engaging content.
3. Localize content
Content is king, obviously. And this is also true in press release translation.
Though a press pick-up may seem straightforward, it’s necessary to ensure that all information delivered is accurate, non-sensitive, and culturally appropriate. “How can I perform this?” You may ask.
Well, below are some tips to follow:
- Take distinctive cultural elements (such as local holidays or customs) into account. In other words, proofread to see if there’s any message culturally inappropriate or irrelevant. For example, some holidays may be popular in your country but unfamiliar to your target audience.
- Choose suitable photographs that go along with your content.
- Adjust the style and design of the PR articles to display localized content appropriately.
- Adapt to local standards and formats (for example, measurement or currency systems, date formats, phone number codes, etc.)
In this step, a professional press release translation agency can also help. With their broad network of experienced translators in PR, they can advise you on local cultures and PR procedures. Or you can also have higher chances of connecting with the magazine you’re aiming for.
4. Avoid general acronyms
While acronyms can be used in other marketing materials, such as social posts or SEO articles, they should be avoided in press release translation.
Why so? Just imagine how challenging it is to translate general acronyms into a new tongue. And you may not want the task to get more complex.
What if there are acronyms in your original PR article? Our suggestion is to spell them out. Also, in case of unavoidable industry-specific abbreviations, consult with your PR translator ahead of time so that they can advise the best practice to localize them.
5. Identify what should not be localized in your press release translation
Although press release translation requires localization in many aspects, including language, cultural context, or graphics, you don’t have to translate everything.
Take your brand name as a typical example of not-for-translation words.
Usually, companies don’t want their names, including their trademarked product names or internet URLs, to change from country to country but instead, remain consistent globally. There are some cases in which businesses operate under different brand names in other nations, but it’s not the case.
Thus, when working on press release translation, do not forget to inform your translators of terms or words that should not be localized. This will save you time and money by eliminating modifications and ensuring that your press release translation is delivered on time.
Grow Your International Audiences with GTE Localize’s Press Release Translation Services
This article has listed some useful tips that can promote the press releases to boost your travel brand. And if you are looking for a trustworthy vendor to translate your PR articles into various languages, shortlist GTE Localize!
They have offices in the U.S, Singapore, and Vietnam, along with a network of local linguists experienced in news and media. GTE offers high-quality translation at the most budget-saving pricing possible.
Talk to their professional now for free 1-1 consultancy.