How to deliver your message to every corner of the globe
With COVID-19 affecting businesses around the world, this should not be the exception.
Here are our tips for successful global communications.
Recent statistics on social diversity show us how important translating global communications is, given the diversity of local populations. In London, for example, 22% of the local population do not speak English as their first language. Of these, it’s estimated that 320,000 do not speak English at all.
As a result, you need to translate and localise all of your online and offline content as quickly as possible. This means you’ll need to translate:
- Press releases
- News articles
- Website content
- Social media content
This way, you can safely and accurately communicate the steps your organisation is taking to all of your customers, and ensure all of your customers receive the same key messages.
To help show you what successful crisis communications looks like, let’s take a look at a couple of examples of companies who have successful communicated with their global audience in a time of crisis…
Back in 1993, Pepsi faced a public backlash after reports surfaced that objects including syringes, bullets and screws had been found in Diet Pepsi cans.
Pepsi released a four-part video campaign showing the exact process each can follows in production. In doing so, they showed customers that the cans could not have been compromised at the Pepsi factory. In addition, Pepsi also uncovered a security video showing a woman in Colorado inserting a syringe into a can of Diet Pepsi at her grocery store.
Pepsi’s quick-fire response spread a positive message about the quality of the product. Rather than being defensive or avoiding the crisis, Pepsi’s videos provided definitive proof that the claims were false, and restored customer confidence in the process.
In 2014, a Virgin Galactic test flight crashed, with one pilot dying in the accident. The crisis severely dented Virgin’s mission to go to space.
Virgin Group immediately shared details of the crash so they could not be accused of covering up the incident. The company also showed genuine concern and empathy for the family of the pilot, with owner Sir Richard Branson personally tweeting his remarks and updates. He also flew straight to the scene and took ownership of the situation, but repeatedly refused to end his space tourism programme.
Virgin Group was widely praised for its response. This was for two reasons:
- The company’s response was swift and they accepted responsibility while showing empathy
- Their message was consistent. They argued that although space tourism was difficult, they would persevere and the whole organisation would move forward together so the pilot did not die in vain
In conclusion, the key to mastering your global communications is speed. In both examples, the companies involved acted quickly and decisively. So, if you’re caught in a crisis, start translating global communications as quickly as possible, so you can convey a consistent message around the world.
After finishing her studies in translation and interpreting, and her master´s degree on website and software localisation, in the North of Spain, Yolanda moved to the UK to start her career as a translation project manager. Always striving to learn more, Yolanda is so passionate about the localisation industry she has even undertaken a PhD to continue acquiring knowledge and developing important transferable skills. Always thinking ahead in every project, Yolanda is a great team player and has built a strong rapport with her clients, colleagues and translators. When it comes to handling a project, she is very proactive, highly organised and always looks after the client to deliver consistent quality work.