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Importance of understanding language and culture when
managing International Internal Communications
Lunchtime Networking SessionFaciliated by
Russell Goldsmith, Conversis
@conversis_uk
• Language Service Provider founded in 2003
• HR & Internal Communications Translations for clients such as Shell, Canon, Ball Inc, Marks & Spencer and Fujitsu include:
• Corporate Newsletters | Surveys• Employee Policies| Business Bulletins• Internal Announcements | Contracts• Employee Handbooks | Website Bulletins• Training Videos
• PRCA & ICCO Translation Partner and GALA Member
Conversis
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Each country has its own characteristics• Some are easy to spot:• Religion• Clothing• Race• Language
• Others are more subtle• Punctuality• Ways of greeting people• Relationships with customers• Eating habits
• Or less noticeable, such as:• Values• Ethics• Hierarchy• Interpersonal relationships• Sense of humor
Originally presented by Paulo Soares, Director, Corporate Communications, Vale, at World PR Forum, Toronto, June 2016
@conversis_uk
Each country has its own characteristics
Originally presented by Paulo Soares, Director, Corporate Communications, Vale, at World PR Forum, Toronto, June 2016
https://www.youtube.com/watch?v=Jmm7LCE9GVc
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What issues do you come up against when dealing with Language & Culture internally?
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How can you overcome those issues?
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Think Globally … Act Locally• Vale have over 110k employees across 30 countries • Huge challenge for internal comms when considering
different languages & cultures across countries as diverse as the ones they are based in.• Vale look to work with their colleagues around the world
to co-create internal communications solutions.Originally presented by Paulo Soares, Director, Corporate Communications, Vale, at World PR Forum, Toronto, June 2016
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How do you deal with localisation?
• Internal resource vs. Outsource Partner
• Benefits to both depending on the circumstance and project
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Outsourced Benefits – LSP Added Value• File handling, tracking and version control
• Extraction of translatable text from complex documents/ files
• Having known, assessed and certified suitable translators ready, finding availability and managing the resources
• Reconciling differences between translators, client experts
• Building up your translation memory
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Types of Files• Different formats: Word, Excel, PowerPoint, InDesign, Framemaker, Adobe Illustrator, PDFs, etc.• Can be imported directly to a Translation Management System
(TMS) such as Studio or MemoQ, which will extract the relevant text and re-generate files at end of translation
• More complex translation - Websites, emails software/apps e.g. HTML, software files. Depending on CMS, may need additional development work• Video – Subtitling, Voice Over, Audio Dubbing
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Translation-friendly DTP• Use defined formatting e.g. stylesheets and auto-align functions
to generate the source document. Avoid manually aligning text, e.g. with tabs or spaces.
• Allow space for expansion of text (very common).
• Avoid using text in graphics which may need to be manually changed. If text needs to be in a graphic, provide layered Photoshop files with the text on a separate layer and NOT converted to curves or rasterized (one fixed image).
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Empathy: Vale ‘Day of Reflection’• Aims to unite company
around importance of safety by showing series of sombre videos of people who have lost loved ones at work – none of whom worked at Vale.• Vale’s number of fatalities
is decreasing and this campaign works as Paulo believes empathy connects people.
Originally presented by Paulo Soares, Director, Corporate Communications, Vale, at World PR Forum, Toronto, June 2016
https://www.youtube.com/watch?v=WxiwDQBuz48
