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5 Tips for translating a press release

Here are the best ways to reach new audiences in other languages with your press releases.

Got big news to share? As a business, if you want to get the word out one of the most consistent and reliable ways of making such an announcement is with a press release or a press statement. However, things can feel a bit more complicated if you need to translate your press release into one or more languages. Here’s how to garner the most attention and reach a wider audience with your translated press releases. 

What is a press release?

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Photo by Markus Winkler from Pexels – Press releases are quick and informative ways to reach your target audience with new information or products.

A press release is usually a short announcement, often only a few paragraphs, that is aimed at the media or target audience that is meant to inform and release essential information. Press releases often market new products or services or even celebrate a businesses success or new venture. Press releases are meant to be shared widely, encourage conversation, as well as entice and create excitement about whatever it is you’re announcing which calls for an engaging and concise writing style. This same feel and writing approach needs to carry across when you translate your press release too.

Why press releases are important for business?

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Photo by Cristian Dina from Pexels – Spreading information about your product and business is an effective way to get your target audience to take notice of you.

Press releases are one of the most effective ways to spread the word about your business in a manner that fits with your company. Press releases hold the voice of your business with the information you deem important and in the right hands can create a lot of buzz, especially with the use of social media and digital marketing. Some types of press releases include items such as a grand opening press release, event press release, a product launch press release, a new promoted CEO, or a company amalgamation or merger.  Sending press releases to the right media streams can drum up a lot of positive attention which in turn will equal sales and revenue. However, a badly done or poorly translated press release can spell bad news for any product launch or formal business announcement.

Why you should translate your press releases?

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Photo by Madison Inouye from Pexels – Reaching a wider audience with your press release increases chances of garnering new business.

If you’re an international company, you know the importance of localization and translation services. Localization is when you cater your businesses’ content to the native language in the area. Localization goes beyond a literal translation as it takes into consideration the region where the language is spoken, cultural nuances, the beliefs and values of the target market, as well ensuring that your businesses content carries the same meaning and importance in translation. Localization is an important part of any marketing strategy as consumers are more likely to purchase something if it is advertised in their native language.

Related: The Top 10 Translation Blunders in Advertising

The best tips for translating a press release:

1.Focus on a target audience

Before you even get started writing a press release, you need to know your target audience. Start by asking what your public relations aims are, who exactly are you trying to reach, and what you expect to achieve. If that goal is to reach an audience that uses a different language or region that is outside what your business normally practices in, not only will you need to localize your press release, but you’ll need to find appropriate press release distribution and or media outlet to spread the word.

2.Localize

Localization is needed if you want your international content to reach different local markets. That will mean that if you’re planning on releasing a press release in more than one language, you’re going to need each of those releases to be localized for that region and language for best results.  Localization ensures that your message is well received by your target audience as it will be sensitive to the cultural uniqueness and values of that area while ensuring your company’s message still carries the same meaning and impact and that you meet the area’s local regulations and requirements.

  • This might include changing your company name or slogan for the targeted region to ensure your brand is consistent and has the same meaning in the new language.
  • It’s also important that the wording and message in your original release is as clear as possible to avoid confusion during translation.
  • Don’t forget any media, images, or captions you’ve attached to the press release as they’ll need to be localized too.

3.Avoid acronyms

While acronyms help keep documents concise it’s best to avoid them when translating or localizing a press release as they may not translate well. An occasion where an acronym might work is if the company name has already been localised for that region, however, it’s always best to consult with a localization agency to make sure.

4.Time your distribution

To make the most of this newly translated press release, ensure that it is released in a timely fashion and within the local time of the region you’re looking to gain traction in. Be mindful of time zone differences and local holidays that might differ from your own.


5.Use expert industry translators

International translation companies are experts in different areas of business so find a translation partner that knows your business as well as your target audience. Localization and translation services that are more attuned to your industry will be able to offer quality translations that are quick and efficient while also ensuring a higher success and reach with your press release.

Into23 offer multilingual translation services and specialise in Asian languages to help companies break into the Asian market. Into23 offers a quick turnaround on marketing translation services such as press releases, website localization, ecommerce translation and more. Contact us today for a free quote and get in touch with one of our expert translators.