Press releases are key communication tools used by companies. They’re used to announce new products, recent operating results, company changes, promotional initiatives, and much more.
Press releases are written for journalists and comms professionals. As such, they should always embrace the language and rules underpinning journalistic communication.
It goes without saying that press release translations need to preserve the above characteristics and replicate them in the target language. But what’s the best way to go about the process?
When might you need to translate a press release?
Companies often need to have press releases translated when attempting to communicate with people outside their home markets.
Although the business language of the world is English, companies often find it more convenient to translate press releases into the language spoken by a particular market target. By doing so, they can make sure the local press uses their content and correctly conveys it to the general public.
In addition, press releases often published directly on corporate websites. It’s been found that communications have a wider and more effective reach when published in the native language spoken by the international market the company wishes to target.
How to translate press releases and press kits
Translating press kits and press releases involves replicating both the content and formal structure of the original press release.
Translating a press kit involves conveying corporate values using a tone and register that is appropriate to the type of company and the sector in which it operates. By doing so, the effectiveness of the original text is maintained in the target language.
Although they are all produced within the same sector, marketing texts, advertisements, and press releases couldn’t be more different. While the former two tend to use persuasive language and tone, press releases need to express simple concepts using clear, direct, and objective language.
Professional translators specialising in business communications should be able to produce translations that respect the specific characteristics of the original text. This often involves employing a literal translation approach when translating press releases, i.e., keeping the meaning of the text unchanged where possible. Advertising materials on the other hand require a free translation approach, and the use of transcreation is fairly standard.
Translating press releases from English into Italian: who to contact?
Press releases issued by international agencies, mainly in English, need to be translated correctly before being distributed to the press in another language.
As such, it’s important that you ask a skilled professional to translate materials issued by international press agencies.
At EuroTrad, we translate press releases as part of our advertisement translation service package. We offer fast and accurate translation services, allowing you to send quality materials to the Italian press. Find out more about EuroTrad’s linguistic translation services and if you are in urgent need of a translation, why not try our urgent translation service?