Rapport International » Events

Video Conferencing

Wendy Pease — Wed, 09 May 2012 13:11:50 +0000

According to an article on Mashable Business, FuzeMeeting has updated its video conferencing software and is making exciting advances in remote conferencing options. FuzeBox customers host more than 76,000 online meetings per day, in 122 countries and in 10 different languages.

Fuze HD for iPad is offering multi party video conferencing for up to 10 people where all the people can not only be seen, but also interact with video, text, images and other media during the presentation.

At Rapport International, we are excited about the opportunities this opens up for foreign language interpreting. Imagine a consultation where the patient, doctor, and medical interpreter are in three separate locations but sharing the same medical files, x-rays, and discussion. The same can be true for legal proceedings where everyone does not need to be in the same room in order to conduct a productive court proceeding. Court interpreters can be located anywhere in the world and still partake in legal interpreting assignments.

The outlets for this technology are endless. Video conferencing is opening doors and making the world a smaller place.

For more information, please visit: http://mashable.com/2012/03/28/fuze-for-ipad/

In global economy, ‘lost in translation’ not an option

Wendy Pease — Thu, 03 May 2012 13:27:58 +0000

Here is an article written by Amanda Roberge that appeared in Telegram.com.

Similar to the Got Milk? campaign in the U.S., the Hay Leche? campaign in Spanish-speaking countries translated to “Are you lactating?” for locals.

MacNeill Engineering Worldwide, manufacturer of CHAMP brand athletic products, is based in Marlboro, but manufactures all of its products in Hong Kong.

According to Jessica Georgenes, the company’s marketing manager and tour coordinator, English is the language spoken at business meetings, no matter where they are held. However, she added, it doesn’t always work out smoothly. Cultural differences and having quite a bit of vernacular “lost in translation” is an ongoing issue.

“Sometimes we understand the words they are saying, but we have to really slow down and try to figure out exactly what they are asking,” she said. “The words might be clear, but the meaning might not be.”

If only it were as simple as typing a few foreign words into a computer program and getting out a clean, error-free and understandable translation.

“(Computer programs) are good enough if you need to get the general gist of a private email or conversation,” said Nabil Freij, owner of GlobalVision International Inc., a company whose Westboro headquarters is run by his sister, Micheline Freij, director of global operations. “But if your interest is to look professional, you need to find a professional.”

Wendy Pease, owner of Rapport International in Sudbury, said, “Even through a difficult recession, this (interpretation and translation) industry continues to grow.”

The industry consists of three main avenues of service, and they are often confused with each other.

Interpretation is the real-time service, mostly used for face-to-face exchanges.

Translation is a transfer of written content from one language to another.

Localization refers to the final tier of the process, which allows for websites and literature to be translated within a cultural context.

“Doing the actual translation is only 60 to 70 percent of localization,” said Mr. Freij.

Unlike Ms. Pease’s company, in which translation projects are done exclusively by people, Mr. Freij’s company has developed unique computer software that has a memory for past projects, and employs people to continually update that database. If selling in a particular country, he said, consumers will want to see the right cultural innuendos, currency, and jargon, which are fluid and ever-changing.

But while the global industry is booming, those who provide interpreting/translation services are also in high demand locally, as public schools, courts and hospitals have a duty to make sure the people they serve are able to understand.

“Court interpreters provide an invaluable service to individuals who utilize their services on a daily basis in courthouses throughout the commonwealth,” said Erika Gully-Santiago, of the Supreme Judicial Court’s public information office.

In fiscal 2011, interpretation services were used in more than 90,000 court situations, in 69 different languages.

At least a third of Ms. Pease’s business comes from the public sector. Her company provides interpreters for parents of students coming into public school systems, helping them to understand what is happening at their children’s school. Additionally, though many hospitals employ full-time interpreters, some use resources such as Rapport International when admitting non-English-speaking patients, especially during off hours. In emergency situations, Ms. Pease said, those exchanges often take place over the phone.

The need for translation services continues, as more and more companies — including MacNeill — are sheathing new products in “global packaging,” which contains warnings and instructions in as many as seven of the most common languages.

According to Ms. Pease, cultural considerations can be a big issue for those engaged in interpreter-aided conversations. For example, she tells the story of a Hispanic patient at a local doctor’s office. Because an interpreter wasn’t available, the hospital asked a Spanish-speaking housekeeper to help, and the patient was alarmed to learn she needed stomach surgery.

“She didn’t really need surgery, but the doctor had used the name of a procedure the housekeeper didn’t understand, and she was not in a social position to question the doctor,” Ms. Pease said.

While many agencies and organizations are required to provide interpretation and translation services, some businesses do so voluntarily. Citing the huge population of “new Americans” in the Worcester area alone, Ms. Pease said businesses, particularly in retail, might be missing out on entire markets of customers and clients by not translating menus and signs.

“Local companies who are trying to accommodate people who don’t speak English have a huge opportunity to increase their revenues,” she said.

College Marketing Internship Job Description

Wendy Pease — Tue, 01 May 2012 14:43:39 +0000

Objective: To help promote the language translation and interpretation services of Rapport International while learning skills related to marketing, advertising and promotion.

Hours: 12-15 hours per week. Typically 3 days per week. Schedule is negotiable. Some work from home possible.

Compensation: Internship position is not compensated, but any required or necessary paperwork will be completed to provide college credits.

Supervisor: Executive Director

Program Eligibility:

• Students interested in the field of marketing/communications/foreign languages

• Cumulative GPA of 2.0 or above

• Familiarity with Linked-in or FaceBook is necessary

• Must enjoy working with different languages and cultures

Submission:

• Complete online application

• Two letters of recommendation

• One-page essay about what student hopes to gain from internship

• Submission of requirements for internship completion/credit

• Interview with Executive Director

Responsibilities:

• Report to work on time

• Gather target company names and contacts

• Help develop marketing plan for medical and legal markets

• Compile ideas for monthly newsletter

• Increase distribution list for newsletter

• Assist with development of social network sites and website maintenance

• Write blog posts

• Assist with and perform any other duties as needed or assigned by the sales force

For more information contact Wendy Pease at 978-443-2540 or interested applicants can email: wendypease@rapportintl.com Application available online at www.rapportintl.com

Rapport International Marketing Internship Application

Please complete and return to:

Wendy Pease at wendypease@rapportintl.com

Name:

College/University:

Year in school: Major field of study: GPA:

School address:

Home address:

Phone: Cell phone:

Email:

Have you previously interned anywhere, and if so where?

What extra-curricular activities/clubs are you involved with?

References: (please list 2 people & their phone numbers who are not relatives)

Please return this completed form, two letters of recommendation from a previous employer or professor, your requirements for internship credit and a one page essay on what you hope to gain from an internship with us. Internships are available year-round.

Reverse Innovation

Wendy Pease — Tue, 17 Apr 2012 05:23:59 +0000

Chris Trimble, a friend of mine from Tuck Business School and Professor Vijay Govindarajan have co-written a book titled Reverse Innovation: Create Far From Home, Win Everywhere.

Chris explains that, “For decades, global corporations have followed a predictable approach to innovation. They have developed new products and services for home markets, and then exported them.

That has worked well enough historically, but the dynamics of global business are changing. The bulk of economic growth is in the developing world, and the needs and opportunities in the developing world are simply too distinct for the old approach to work.

Corporations must learn a new trick: Reverse Innovation. They must learn to innovate in the emerging economies, and then bring the innovations home.”

For more information and to read a review please visit, The Economist.

Patents for Humanity Challenge

Wendy Pease — Tue, 10 Apr 2012 23:07:43 +0000

The U.S. Patent and Trademark Office is encouraging businesses to apply their patented technology to address the world’s humanitarian challenges. The Patents for Humanity Challenge is offering applications in four categories: medical technology, food and nutrition, clean technology, and information technology.

Applications are being accepted through August 31, 2012. For more information, visit usa.gov.

Translationparty.com

Wendy Pease — Fri, 23 Mar 2012 14:21:42 +0000

Here is fun activity when you have a few minutes to laugh. Go to translationparty.com and type in an English idiom. Then watch it get translated into another language and back to English. See how funny the phrase becomes when a machine does the translation. One phrase to try is; Go forward, don’t look back and embrace life. After you are done laughing, you will understand why Rapport International only uses the top translators to handle all their projects. Machines only translate actual “words” not the meaning behind the words. Go to translationparty.com, have fun, laugh and then call Rapport International for all your translation needs.

Executive Order 519

Wendy Pease — Tue, 28 Feb 2012 21:28:21 +0000

Executive Order 519 is an important order instituted by the State of Massachusetts because it ensures that all agencies provide “services to ensure that they foster access and equal opportunity for all persons, irrespective of race, gender, ethnicity, sexual orientation, disability, religion, national origin, or veteran status.” This is important at Rapport International because one of the ways that the State agencies can comply with E.O. 519 is by translating their website, documents, applications, etc. into other languages so that the resources and opportunities are available to all. To read the entire executive order, please visit:

http://www.mass.gov/governor/legislationeexecorder/executiveorder/executive-order-no-519.html

Chillola.com

Wendy Pease — Thu, 23 Feb 2012 15:17:07 +0000

There is a great website called chillola.com that teaches young kids their first words in foreign languages. You can choose from English, Spanish, French, German, or Italian. There are online activities as well as printed worksheets. You pick the language and your child can learn in a variety of categories including letters, numbers, colors, fruits, and animals. The website is kid friendly and a lot of fun. Check out chillola.com for hours of enjoyment (and learning) with your kids!

How to Write Marketing Copy for Global Marketing

Wendy Pease — Fri, 10 Feb 2012 20:08:08 +0000

1. Use clear language.

Do not use slang, colloquialisms, or improper grammar. Catchy marketing phrases do not work across cultures and languages – sometimes they don’t even work in different countries with the same language. Electrolux was thrilled in the UK with the response to their slogan “It sucks”. They could not understand why it was not well received in the United States!

2. Drop local references or specific country places.

Unless you plan on changing the marketing copy for each country that speaks the same language, do not make specific references to a particular geographic area or local customs. On the other hand, if you are targeting specific groups of consumers, it is best to adapt marketing materials to each country. In this case, use local references, terminology and the right currency.

3. Make pictures culturally appropriate.

A well-distributed magazine about diversity and opportunity for African Americans featured an Allstate full page back ad with a glowing white family leaning out the car windows. Oops, wrong target audience. The pictures need to reinforce the ad copy and targeted audience. People notice the glaring errors and they also can pick out foreigners in local publications.

4. Allow white space.

Translation expands the written copy and can be 20 – 30% longer depending on the language. A favorite example is “Fahrvergnugen” which is one German word but when translated it becomes four words in English – “the pleasure of driving”.

5. Make sure the original copy is well written.

Even the best translation company can’t fix bad writing. Bad writing always equals bad translation.

6. Stay consistent

When you develop you marketing message, keep it consistent and use the same tested translation. Often, we see companies letting their in-country distributers translate the marketing materials. This is the equivalent to having the sales force write the marketing material.

10 Things I Know About Language Translation

Wendy Pease — Wed, 08 Feb 2012 18:56:59 +0000

10. Just Do It.

A huge share of the business market is being missed if you are only targeting English speaking audiences. Less than 10% of the world’s population speaks English as their first language, yet if information about a product is in a person’s native language, that person is four times more likely to purchase.

9. Provide Good Copy

Providing well written English copy is the most important first step to insure a quality foreign language translation.

8. Quality of Linguist

Use a trained and reputable linguist from a qualified translation company. One hospital tried to use a bi-lingual cleaning lady to interpret for a doctor and patient but culturally, the cleaning lady felt uncomfortable questioning the doctor and asking for clarification. Unfortunately, she told the patient that she needed stomach surgery when she only needed a pap smear.

7. Know Your Audience

Translate for the audience. If using a Caribbean French translator for Canadian documents, it will look sloppy because of the geographic language differences.

6. Keep a Consistent Voice

Using different linguists is like using different writers – everyone has their own style. One may use the word “dinner” and another use the word “supper”. You want consistency.

5. Use Correct Grammar

Catchy marketing phrases do not work across cultures and languages. For example “got milk” was translated to “are you lactating?” Try to avoid double meanings – they rarely ever translate.

4. Avoid Colloquialisms and Slang

In English, we understand what it means to say “that’s hot” or “that’s cool” but it doesn’t carry the same meaning into other languages.

3. Localize when Necessary.

Localizing the document means making it appropriate for the audience in a particular target area. If selling in a particular country, consumers will want to see the right cultural innuendos, currency, jargons, etc.

2. Review and Edits

Always have the translated document reviewed and edited. Translation is like writing where the more eyes the better for an important document. Do not use machine translations.

1. Track Changes

Keep track of all changes when editing the original copy to save costs on translation edits.