Importance of understanding language and culture when managing International Internal Communications
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Presented by Conversis during a networking session for EACD's (European Association of Communications Directors) Internal Communications Conference in Berlin.
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Importance of understanding language and culture when managing International Internal Communications
- 1. @conversis_uk Importance of understanding language and culture when managing International Internal Communications Lunchtime Networking Session Faciliated by Russell Goldsmith, Conversis
- 2. @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
- 3. @conversis_uk 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
- 4. @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
- 5. @conversis_uk What issues do you come up against when dealing with Language & Culture internally?
- 6. @conversis_uk How can you overcome those issues?
- 7. @conversis_uk 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
- 8. @conversis_uk How do you deal with localisation? • Internal resource vs. Outsource Partner • Benefits to both depending on the circumstance and project
- 9. @conversis_uk 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
- 10. @conversis_uk 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
- 11. @conversis_uk 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).
- 12. @conversis_uk 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