Having your press releases translated is crucial for getting your news story published abroad in order to reach your target audience worldwide. Here are three major questions to bear in mind when checking your translated press releases, even if your knowledge of the foreign language is limited.
Is the headline packed full of key information?
The more of the 5 Ws your press release headline covers, the more effective it will be. Ideally, the reader should only need to read the headline and first line of your translated press release for all of the key messages. Creative headlines which use wordplay, alliteration or repetition to capture the reader’s interest are great for marketing and may have worked very well in the original, but they should only be kept in the translation if they read well and still act as a clear summary of your key message.
Is the language short and sweet?
The ideal headline contains no more than eight words. And the complete press release should ideally fit on one page of A4. If you find infinitely long words or one-sentence paragraphs with only a handful of commas, or if you need to read something twice for clarity, then there’s something wrong. It could be that the translation is following the grammar or vocabulary of the original too closely rather than choosing suitable expressions from the target language.
Does the press release use plain language?
Although key technical terms related to your industry should be kept, it’s important that the translation uses language that is as simple as possible. If you understand the message the first time you read the press release, then the language used has the right register. The press release should be written in a conversational style, just as if you were speaking to your friends (who are not from your industry) over dinner. Simple and informal language is the key.
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