As many as in the U.S. has limited English proficiency (LEP). Let alone the personal employment and economic implications of this reality, when LEP patients are inadequately represented in healthcare settings, the factor can literally be a matter of life or death.

It鈥檚 a scenario that plays out frequently in hospitals around the country: A patient who doesn鈥檛 speak English is left to rely on a well-intentioned, but an ill-prepared and untrained bilingual family member to interpret a medical diagnosis. The results range from frustration and dissatisfaction to misdiagnosis and even tragedy.

Sadly, there is no shortage of , a young man who was left paraplegic after a hospital visit because of the misinterpretation of the word intoxicado as 鈥渋ntoxicated鈥� rather than its true meaning, which implies food poisoning. According to a of 4,586 hospitals by the American Hospital Association, just 56 percent offered some sort of linguistic and translation services, a very slight improvement over the 54 percent recorded five years earlier.

Any clinic or organization that receives federal funds needs to be aware that, according to , everyone must be able to access services, no matter what language they speak. In addition, indicates that interpreters must demonstrate language proficiency in English and their non-English language, knowledge of specialized terminology, and an understanding of .

The bottom line: health care should not be compromised because of language barriers. Yet, say language or other cultural barriers are obstacles to providing high-quality patient care. Why? Well, the logistics of planning and implementing professional interpreter services is certainly no easy task, but the problem many healthcare institutions face is being able to distinguish between quality healthcare interpreting and subpar language services.

Measuring Language Proficiency

In direct contrast with untrained bilingual individuals, such as friends and family members, qualified interpreters have completed formal training in ethics and standards for interpreters, studied medical terminology and the U.S. healthcare system, and had their language skills evaluated using a validated tool that is sure to provide an accurate, objective measure of language proficiency using an established scale. The (OPI) offered by the American Council on Teaching Foreign Languages is one such tool. Testing can be outsourced, and then it鈥檚 simply a matter of keeping a record of who has been evaluated and the results.

Ethics and Confidentiality

Beyond language proficiency, qualified interpreters will understand what to do when an unknown term comes up. This is where ethics play an important role, and the interpreter will know how to negotiate situations to make sure all information is communicated between parties.

Ethics also come into play when using the patient鈥檚 family and friends as interpreters. People close to the patient have a vested interest in the outcome of their care, while an interpreter is a neutral party. Not only does the practice of family members and friends put the patient鈥檚 care at risk, but it can also put the patient鈥檚 loved ones in an awkward position. Imagine a child interpreting for her mother鈥檚 pelvic exam, or a friend interpreting bad news. Terminology aside, these untrained interpreters will likely alter the outcome of the interaction between patient and provider in some way, such as omitting information that they fear will be upsetting to their loved one or incorrectly interpreting a complex concept.

Confidentiality also comes into play when friends and family interpret for patients, as it may expose confidential information that the patient is not comfortable sharing with friends or family. Professional interpreters observe strict confidentiality so that patients may speak freely and without fear that their information will be shared outside of the treating team.

go beyond basic training and have passed exams that demonstrate their competence to perform the specific task of interpreting in a medical setting. They are also required to maintain their certification with professional development, so you can be sure they鈥檙e continually developing their skill sets. While certification is available for interpreters in healthcare in limited languages, there is no accreditation standard or statute that requires certification.

Bilingual staff members can be a boost, but training is required

Bilingual staff members can enhance your ability to provide language services, but they must demonstrate the same competencies as qualified interpreters. For example, since interpreters must have at least 40 hours of training (which meets ) plus a language evaluation using a validated tool, then those standards must apply to your bilingual staff as well if they are to serve as interpreters.

Keep in mind that even if bilingual staff members won鈥檛 be interpreting, they must have the language skills to support safe communication with LEP individuals. Bilingual staff should still have their language skills formally evaluated if they鈥檒l be performing their regular job duties in a non-English language environment.

It may be tempting to have your highly-skilled bilingual staff evaluate the language proficiency of fellow staff members in-house to save costs, for example. The problem is that your in-house language proficiency evaluation capabilities are likely very limited. While you may have someone who can evaluate for Spanish, you probably won鈥檛 be able to cover all languages. It鈥檚 best to measure language proficiency in a way that assures all bilingual staff members are being evaluated with the same tool.

Developing an interpreter services program is best approached as a process

Quality standards can be written into your facility鈥檚 Interpreter Use Policy, which can include specific information regarding language proficiency and training requirements for anyone serving as an interpreter. Once established as a policy, the information is easy to distribute to clinical staff and can help guide you as you recruit interpreters and vendors. Establishing quality standards is the foundation for planning and implementing a language access plan that will bring the proper level of interpreter services where they鈥檙e needed.

Overcoming language barriers to make healthcare accessible to everyone is more than the right thing to do; quality standards for interpreter services exist to make sure patients remain at the center of their care, with meaningful access to their healthcare providers. With a set of quality standards in place, it is possible to make healthcare accessible to LEP individuals without delaying patient care or interrupting your workflow.

By Liz Essary

About the Author

Liz Essary is a Spanish-to-English interpreter with nearly two decades of experience in healthcare, court and event settings. She holds a B.A. in Spanish from Indiana University-Purdue University at Indianapolis and is an active member of the 情侣自拍, which represents nearly 10,000 translators and interpreters across 103 countries.

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ATA provides content for professional and trade publications to spread insight to a wide range of readers. This article appears in the following publication(s):

• (February 2020)

The post How to Recognize and Implement Quality Interpreting (Hint: It Doesn鈥檛 Involve Your Bilingual Staff) appeared first on 情侣自拍 (ATA).

When different cultures are involved, these types of misunderstandings are common. And in today鈥檚 globalized business landscape, you鈥檙e likely to frequently interact with individuals from cultures other than your own at work. If so, you鈥檝e probably also encountered one of the many barriers to intercultural communication.

顿辞苍鈥檛 feel bad! Many of these hindrances are invisible, and we all experience them in an international communication setting. In this article, we鈥檒l look at some examples of intercultural communication barriers and five simple approaches to overcoming them.

What is intercultural communication?

Image by Fauxels via Pexels.

Intercultural communication refers to verbal and nonverbal exchanges between individuals from diverse cultural backgrounds 鈥� this may mean people from different countries (international communication) or from different cultures within the same country. People from different cultures don鈥檛 share the same set of rules for communication the way people from the same culture do, and this can lead to misunderstandings.

These interactions may take place in person, in writing (via email or chat), or remotely (through video conference or phone calls). You may be using a shared language, called a, or you may have to employ an interpreter or translator to facilitate the exchange. When speaking to others, effective communication also includes nonverbal cues such as gestures, facial expressions, and other body language, and all of these vary from culture to culture.

Why intercultural communication is important

Communication is key to success in the workplace. It allows us to work effectively with others to achieve our common goals; convey what we need others to do; and promote and sell our products or services.

Intercultural communication performs all those same functions when working with people from other cultures. Let鈥檚 look at some concrete scenarios where this type of communication might play a major role in our success in the workplace:

• Pitching a product or service to a potential client from another country or culture
• Managing direct reports who are not originally from our country or culture
• Working with colleagues from an office in another country or culture

When it comes down to it, business is all about communication, no matter who we鈥檙e dealing with. Effective intercultural communication is just one more tool in your toolbox for success.

Intercultural communication strategies

Now that we know how important it is to communicate effectively with people from other cultures, let鈥檚 build our intercultural communication skills in this area. Here are five pro-tips you can implement today:

1. Use language resources

If you and the other party don鈥檛 speak a common language, this is the first barrier to communication. You鈥檒l want to hire a professional interpreter to facilitate communication, and/or a professional translator to translate any written materials that need to be shared. When communicating via an interpreter, discuss the ground rules ahead of time with the interpreter for the most successful interaction. For consecutive interpretation, you will need you to give one idea at a time and then let them interpret. Simultaneous interpretation takes place at the same time as you are speaking, but will be most effective if you speak slowly and clearly. Either way, try to avoid using lots of jokes or colloquial expressions that will be hard to convey in the other language on the spot.

2. Use plain language

If you will be communicating in a lingua franca, like English, and it is not the other person鈥檚 native language, using plain language is best practice. Communicating in means speaking or writing in a way that is clear, concise, and easy to understand. Imagine trying to understand an expression like 鈥渨hat鈥檚 good for the goose is good for the gander鈥� if you鈥檝e never heard it before 鈥� the meaning isn鈥檛 obvious from the words themselves. You鈥檇 be confused why the other person was suddenly talking about birds! So help your business partner out by speaking slowly and avoiding slang and idiomatic expressions like 鈥渓et鈥檚 get the ball rolling,鈥� or 鈥淚鈥檒l circle back to that in a moment.鈥� Instead, try 鈥渓et鈥檚 get started,鈥� or 鈥淚鈥檒l talk about that in a moment.鈥� This is not the time to impress the other party with big words and fancy metaphors. Instead, focus on the most important idea and use the simplest words to express your message. It can also be helpful to provide written material in plain language to reinforce what you鈥檝e said.

3. Recognize and respect differences

Know that not everyone has the same way of thinking or worldview as you do. We all tend to take the way we do things for granted and assume everyone sees things the same way. This is called 鈥�鈥�; or applying 鈥渙ne’s own culture or ethnicity as a frame of reference to judge other cultures, practices, behaviors, beliefs, and people, instead of using the standards of the particular culture involved.鈥� For example, in some cultures, making eye contact is a sign of honesty and respect, while in other cultures, it鈥檚 considered impolite and disrespectful. Neither is right or wrong, but if you鈥檙e judging someone鈥檚 lack of eye contact by your culture鈥檚 rules, you might misinterpret their intention. Be conscious that in intercultural communication, you and the other person are starting with a different set of rules. Understand that your way of doing things is not the only way. When dealing with someone from another culture in a business setting, assume the best intentions. They probably have no intention of offending you; in fact, they probably want to impress you as much as you want to impress them. They may simply not be familiar with your cultural norms.

4. Do your research

Just as someone from another culture isn鈥檛 fluent in your cultural etiquette, remember that you aren鈥檛 fluent in theirs, either. With the internet at your fingertips, you can learn about some of the most important norms of the culture you鈥檒l be working with so that you don鈥檛 accidentally cause offense. Try searching for things like 鈥淛apanese cultural norms鈥� or 鈥淐ultural dos and don鈥檛s in Suriname鈥� to brush up on your knowledge. Better yet, get professional help. If you鈥檙e hiring a professional interpreter for the interaction, schedule a consultation with them ahead of time to discuss what you should know to communicate effectively with someone from the target culture.

5. Practice active listening

Communication is not only about getting our point across; it鈥檚 also about listening. means being fully present to what the other person is saying and giving signs that you are engaged. Ask questions if something is not clear and restate what you鈥檝e heard when they鈥檝e finished to make sure you鈥檙e on the same page. 鈥淚鈥檓 hearing that project A is our biggest priority right now. Is that correct?鈥� 鈥淚 understand that you need more time for this deadline. Is that right?鈥�

If you work with anyone from another culture, you鈥檒l want to brush up on your intercultural communication skills. Follow the tips above to show up like a pro, and remember to bring in a professional when needed. Your colleagues and clients will thank you!

By Ingrid Holm

About the Author

, CT is an ATA-certified Spanish to English translator specializing in medical translation and subtitling with over 15 years of experience, as well as a business coach for other freelancers. She is also an active volunteer for the 情侣自拍. The 情侣自拍 represents almost 9,000 translators and interpreters in more than 100 countries. To hire a translation or interpreting professional, please visit.

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• (2022)

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Here are my seven best tips to ensure you have the right technology and humans to continue communicating across language barriers in a remote world.

Quality human translation is available online.

Many of the same qualified interpreters you have hired before for an international meeting are also working online. Some entrepreneurial ones are reaching out directly, but you can also inquire with any you鈥檝e contracted before to see if they are ready to transition to a new modality. If you have never had to hire an interpreter before, a good place to start is professional association directories such as the 情侣自拍 and the International Association of Conference Interpreters. Many of these professionals can guide you through the process, regardless of the languages they work in.

Use an established platform for this specific purpose.

While telephone and video interpreting has been around for a few decades, they are typically used more in healthcare and legal settings. For business events, you鈥檒l want to use a platform designed specifically for remote simultaneous interpreting, so that no one has to wait for the interpreter to take their turn when speaking. Zoom has a language interpretation add-on that will work in a pinch, but companies like VoiceBoxer and KUDO have been developing their platforms for years, with a lot of input from translation industry experts. Other strong contenders are Interaction and Interprefy.

It鈥檚 all about the bandwidth!

After hiring the right professionals, the single biggest factor for success in remote interpreting is network speed. Presenters and interpreters need to have ethernet connections (I鈥檓 talking hardwired Internet), rather than WiFi. Ideally, non-speaking audience members would have ethernet connections as well, but it鈥檚 not essential.

External mics are a must for presenters.

It is paramount that all parties be heard clearly and without interference. Whether it鈥檚 a mic on a headset or a standalone mic. Anyone who will be speaking needs more than the computer鈥檚 built-in microphone. Lest the interpreter confuses 鈥渃at鈥� with 鈥渂rat鈥� or 鈥渄rill鈥� with 鈥渂ill.鈥�

Stay safe and alert.

By now, you know the drill with safety. Make sure links have shared only with relevant parties and add passwords for extra security. You can also help speakers and attendees prepare for an online event. By setting some ground rules around webcam and microphone etiquette. Videoconferencing fatigue is real. Also; a smoother meeting with fewer faces on-screen means colleagues and business associates can focus on what鈥檚 important: your message.

Rehearse with everyone present, on the same equipment as the live date.

With the exception of true emergencies, set everything up ahead of time and schedule a dry run with everyone in place. It includes the interpreting team, using the same equipment and Internet/audio connection they will use for the real deal.

Flexibility is key.

Even if the technology has set up and ready to go, accurate communication won鈥檛 take place without a professional interpreter. Who has also experienced working remotely. Such a working environment is more taxing for everyone. So prepare to make adjustments to how long a meeting lasts as well as the number of interpreters hired for the job.

顿辞苍鈥檛 skimp on clear communication when meeting virtually. By finding the right technology and skill language professionals, you can ensure you鈥檙e communicating clearly鈥攄espite the language barriers鈥攁t a time when the world needs it most.

By Elena Langdon

About the Author

Elena Langdon is a Brazilian Portuguese translator and interpreter and a former director of the 情侣自拍. Connect with Elena on Twitter: @acolalang.

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ATA provides content for professional and trade publications to spread insight to a wide range of readers. This article appears in the following publication(s):

• (August 5, 2020)

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While the press had a field day with the story, many translators were left shaking their heads. Why? Because we鈥檝e seen it before: business owners turning to the internet for quick solutions. We鈥檙e also not surprised. Online translations apps like Google Translate have been around for years now. They are fast and free, but what many people don鈥檛 know is that they can also be heavily flawed.

The U.S. Department of Justice 鈥渟trongly discourages鈥� the use of machine or automatic translations for federal programs. Even Google cautions against its use. In a statement to , a Google representative said, 鈥淕oogle Translate is an automatic translation system that allows for greater information access, but is never intended to replace human translators, and all uses in high stake situations鈥hould have translations verified.鈥�

So, can free online translation tools ever be of service? The answer is yes. Here are some dos and don鈥檛s for using machine translation safely.

Dos and don鈥檛s of using online translation tools

For personal use

Free online translation tools transform foreign content into recognizable words in a matter of seconds. The words might not flow naturally, and mistranslations can be funny (or cringeworthy), but you will get a sense of the text.

Here鈥檚 a good rule of thumb:

Do use machine translation to understand the overall substance of content written in a foreign language. For instance, to research your next travel destination in the local language or get a sense of correspondence or newsletters.

顿辞苍鈥檛 use machine translation to write in a foreign language. Many of us live and volunteer in diverse communities and want to be inclusive, but the use of machine translation may actually result in miscommunication and offensive content. It鈥檚 best to approach members of your community with limited English proficiency (LEP) through an interpreter or translator to discuss how to communicate from the start. You may find that using a free online translation service is sufficient provided that a bilingual contact is available for further guidance or clarification.

For professional use

In a professional setting, translation can be a high-stakes game. Companies spend time and effort polishing their brands and communicating their values. Ensuring the message also shouldn鈥檛 be left to chance, a lesson many notable brands have learned the hard way.

The general rule for is as follows:

Do use machine translation for internal, informational purposes. 鈥嬧�婩or instance, to translate an article for research purposes or to translate content for use within an organization.

顿辞苍鈥檛 use machine translation for external publications. Simply put, if it鈥檚 for external consumption and the accuracy of the message is paramount, then human translation is the only option. For professional use, whether it鈥檚 a LinkedIn profile or an entire website, it is best to hire a professional (human) translator. The 情侣自拍 is a good place to start.

Real-world applications of online translation tools

The above rules provide great guidelines, but things are often not so straightforward in the real world. An organization may want to expand its reach, but doesn鈥檛 have the funds to translate its content properly. In this case, free online translation tools can be a big help, as long as the limitations are understood.

Here are two real-world examples:

Reaching Spanish-speaking parents

A nonprofit organization that counsels parents on all matters of education offered a free virtual camp for school children during the pandemic. They had a professional translator translate the weekly parent newsletter to ensure Spanish-speaking parents would know the themes, activities, and materials needed.

However, to stay within budget, the camp content itself was not translated. Instead, they added a machine translation button to the camp website in case campers needed a little extra help or parents wanted to take a closer look.

Translating a company survey into multiple languages

A company wanted to make a survey available in 20 languages. The need was expansive, but the wording in the survey was simple. In this case, the company consulted a professional translator who concluded that the content could be machine translated, but that a disclaimer should be used to let readers know the survey was machine translated and might contain errors.

This was done very visibly with obvious language buttons labeled ENGLISH, ESPA脩OL, and MACHINE TRANSLATE. The disclaimer also contained a contact email in case there were any questions or concerns.

Importance of disclaimers

Whether in a community or company setting, it is imperative to use a disclaimer to let your audience know that the content is machine translated and for informational purposes only. Make it very clear by labeling translation buttons accordingly as 鈥淢ACHINE TRANSLATION.鈥� And if possible, provide a bilingual contact for questions or concerns.

Here are some examples of disclaimers:

• From Homeland Security鈥檚 Study in the States website:
• From the State of New York website:
• From the private sector:

As you can see, these disclaimers clarify that:

1. A free automatic translation software was used to provide content in other languages.
2. The translation may be flawed or inaccurate.
3. Graphic images and PDFs cannot be translated.
4. The organizations are not liable for damages caused by translation errors on their sites.
5. The automatic translation is merely a tool put in place for the convenience of their users.

Know your limitations

Machine translation is an amazing feat of technology鈥攁nd online translation tools can be useful in many settings. The trick is to understand the risks and know the limitations, so you can be upfront and clear when using these tools and avoid a costly correction campaign of your own.

By Gabriella Aldeman

About the Author

Gabriella Aldeman owns WriteBetween, and is an English-to-Spanish translator for education nonprofits and children鈥檚 book authors. A member of the 情侣自拍, her mission is to make educational content accessible to Spanish-speaking families and engage young readers with bilingual rhymes and alliterations. Follow her on where she plays with words and obsesses over coffee.

ATA is Making News

ATA provides content for professional and trade publications to spread insight to a wide range of readers. This article appears in the following publication(s):

• (2022)

The post How to Avoid the Pitfalls of Free Online Translation Tools appeared first on 情侣自拍 (ATA).

Through years of experience, I鈥檝e learned how subtitles can make or break the success of your social media videos, particularly when it comes to boosting engagement, improving accessibility, and reaching a broader audience.聽

Here are the 6 reasons you should subtitle your social media videos:

• • Subtitles improve SEO
  • Subtitles drive more social engagement
  • Your videos will reach people who watch video without sound
  • Subtitles improve viewer comprehension
  • SDH (Subtitles for the Deaf and Hard of Hearing) make your videos inclusive and accessible
  • Not everyone speaks English: Subtitle your video content into other languages

Why Subtitles Are Crucial for Social Media Videos

Your company has created the perfect video to showcase your product or service on social media. The content is impeccable, the call to action is powerful, and the visuals are striking. But you鈥檙e still not seeing the views, shares, and likes you expected. So, what鈥檚 missing? Subtitles. Subtitling your social media videos isn鈥檛 just a bonus; it鈥檚 essential. Here are six compelling reasons why.

1. Subtitles Improve SEO

If you want your video content to rank higher in search results, adding subtitles is one of the easiest and most effective strategies. Search engines like Google can鈥檛 鈥渨atch鈥� your video, but they can crawl the text in your subtitles. Subtitles increase your keyword density and diversity, helping you align your content with user search intent.

Pro Tip: Plan ahead. Before you create your video content, create a list of keywords and implement them into your script. These keywords will be included in the subtitles, and will maximize your SEO impact.

2. Subtitles Drive More Social Engagement

Adding subtitles to your videos is a proven way to boost engagement. For example:

• A found that call-to-action clicks fell by 26% when subtitles were removed from Facebook videos.
• A revealed that subtitles increase the time viewers spend watching a video by almost 40% and make viewers 80% more likely to watch the entire video.

When you subtitle your videos, you鈥檙e not just increasing clicks鈥攜ou鈥檙e encouraging longer, more meaningful interactions.

3. Your Videos Reach People Who Watch Without Sound

Think about how often you scroll through social media in situations where sound is not an option鈥攐n public transportation, in a quiet library, or next to a sleeping partner. You鈥檙e not alone: a staggering 85% of Facebook videos are .

Without subtitles, you lose viewers who have the sound turned off. Subtitles allow your message to get across no matter where or how people are watching.

Pro Tip: Resist the urge to allow the social media platform to do the subtitling for you. AI or machine-generated subtitles often mishear the speaker, make spelling mistakes, use incorrect words, or (if you鈥檙e using it to translate), make translation errors.

4. Subtitles Improve Viewer Comprehension

Research consistently shows that subtitles enhance comprehension, retention, and focus. Whether viewers are watching in their native language or a second language, subtitles help ensure they understand and remember your content.聽

Personal Insight: I鈥檓 married to a native Spanish speaker, and I鈥檝e seen firsthand how subtitles improve his comprehension of English video content. We watch TV shows and movies with subtitles, and I鈥檝e found that even I retain information better with them on.

5. SDH (Subtitles for the Deaf and Hard of Hearing) Make Your Videos Inclusive and Accessible

Approximately . Without SDH subtitles, your videos exclude a massive audience. And with only , you have a clear opportunity to stand out by prioritizing accessibility.

But this isn鈥檛 just about business鈥攊t鈥檚 about doing the right thing. Inclusivity matters, and subtitling your content ensures that everyone can engage with your videos.

Pro Tip: Not all subtitles are created equal. If you want to ensure your subtitles are truly accessible, they must be SDH subtitles. Here鈥檚 a quick breakdown of the different types of subtitles you can offer your viewers:聽

6. Not Everyone Speaks English: Subtitle Your Video Content into Other Languages

The internet connects you to a global audience, and video subtitles are a powerful way to expand your reach. According to YouTube, two-thirds of a channel鈥檚 views come from outside the creator鈥檚 home country.

To make the most of this opportunity:

• Analyze your video analytics to see where your viewers live.
• Invest in professional subtitles to translate your content into key languages for target markets.

Pro Tip: Quality matters. Poorly translated subtitles can harm your brand鈥檚 credibility, so be strategic about the languages you choose and hire a professional subtitler.

How to Subtitle Your Videos Effectively

While there are free subtitling tools available, resist the urge to DIY your subtitles or rely solely on automated solutions. Professional subtitlers follow strict standards that ensure subtitles are easy to read, including:

• Character limits (42 characters per line with a 2-line max)
• Reading speed (17-20 characters per second)
• Timing (when text appears and disappears from the screen)

Badly timed subtitles with high reading speeds or long lines are frustrating for viewers, are hard to read, and can do more harm than good for your brand. Working with a professional subtitler who understands these nuances is key to social media marketing success.

Pro Tip: Use the 情侣自拍 Directory to find qualified professionals. In the directory, open the 鈥淭ranslating Details鈥� drop down menu, and select 鈥淒ubbing/Subtitling鈥� under translating service.

Start Subtitling Your Videos Today

You鈥檝e invested time and effort into creating great video content. Now make sure it reaches its full potential. By adding subtitles to your video content, you鈥檒l:

• Improve SEO and discoverability
• Boost social media engagement
• Reach viewers who watch without sound
• Enhance comprehension and retention
• Make your videos accessible and inclusive
• Connect with global audiences

What are you waiting for? Start subtitling your social media videos today and maximize your reach!

By Molly Yurick

Updated: January 6, 2025

About the Author

聽is a Spanish to English subtitler and translator. Her subtitles can be seen on Netflix and she specializes in tourism translation. She is also an active volunteer for the 情侣自拍. The 情侣自拍 represents almost 9,000 translators and interpreters in more than 100 countries. To hire a translation or interpreting professional, please visit聽.

The post 6 Reasons to Subtitle Your Social Media Videos for Better Engagement appeared first on 情侣自拍 (ATA).

The risk of sending the wrong message multiplies if you鈥檙e communicating in multiple languages, for example, to English as a Second Language (ESL) audiences or target groups in foreign markets. Even a seemingly simple 鈥攃an end up 鈥渓ost in translation鈥� without the right preparation in place. If a poorly adapted story gets picked up by the media, you could end up alienating the very people you鈥檙e trying to reach.

You can still do more with less if you approach global communications in a way that is often overlooked. Here are some things you should be thinking about if you want to avoid misinformation and make your message count.

Make Multilingual a Forethought, Not an Afterthought

Although the role of corporate communicators has evolved rapidly in the digital age, PR often remains an afterthought. This means that PR pros and language professionals like me share a common bond: we work behind the scenes and the vital role we play in the company鈥檚 success can easily go unnoticed. Ironically, if you can鈥檛 tell you鈥檙e reading material that has been translated from another language, then we鈥檝e done our job.

That鈥檚 probably one of the reasons why are often overlooked and undervalued when designing international communication campaigns鈥攁nd why, after months of planning and polishing, this step frequently gets farmed out at the last minute.

PR pros know that public relations should be at the , especially in today鈥檚 digital world. The same philosophy should be applied when sending messages across borders. In other words: as communicators, we need to think international from the start.

How do you do that? It starts with your own writing. For example, you may love sports metaphors, but they鈥檒l likely fall flat on the other side of the globe. So, avoid clich茅s and other references that might only apply in your country. That goes for visuals, too. The same image in one market might carry a completely different meaning in another.

The next step is to involve language professionals early. Here鈥檚 the thing: You know your business and your industry inside and out. Your company has core values鈥攁 culture that you live and breathe every day. You want to project that out into the world. For these qualities to come alive in your communications, all your messengers need to understand your business.

If working with an agency, be sure they are tapping into premium talent with subject-matter expertise. Then make sure you have direct access to the content creators鈥攇et to know them and maintain an ongoing relationship. Doing so will save time and effort down the road and help you avoid misinformation communications along the way.

Prioritize, Prioritize, Prioritize!

Now that you鈥檙e taking an active role in catapulting your content across language barriers, it鈥檚 time to focus your energies on what鈥檚 most important. In short: you don鈥檛 have to translate everything. Pull your team together to determine your requirements. Consider using the 80/20 rule and focus on critical content鈥攖he 20% that will generate 80% of your results. Prioritizing your key content will help ensure you get your message right, reduce time and effort, and protect your budget.

This may sound like common sense, but brands of all shapes and sizes have made blunders because they oversimplified the process. For example, German journalists have a low tolerance for marketing speak. They are typically well versed in the topics they cover, want detail, and ask lots of questions. However, we still see one-to-one translations of press materials from the U.S. and the U.K. that read like a sales pitch鈥攁nd cause German editors to lose interest fast. In this case, you can omit that glossy marketing presentation from the press kit and instead include a localized release and perhaps some FAQs for this detailed-oriented audience.

By prioritizing what matters most, you can also take the time to integrate your local PR teams into the process and understand the local market demands. If you鈥檙e not a global player, this approach will free up the budget to consult cross-cultural communications specialists, such as translators and interpreters. You鈥檒l be surprised what you can cut right from the get-go. Cultural awareness allows you to spot those aspects of a campaign that will be difficult to adapt in a foreign market, not to mention potentially uncovering local hot topics and new opportunities.

This approach also applies to the languages in which you are communicating. 顿辞苍鈥檛 treat them all the same. Some languages are likely more valuable to your business. Prioritize your biggest markets and most engaged audiences.

Specialization Matters

In the language business, we differentiate between content that is 鈥渇or-information鈥� and 鈥渇or-publication.鈥� That鈥檚 because it takes a different skillset to transfer each type into a valuable foreign-language asset. Obviously, public relations would have a different name if it wasn鈥檛 for publication, but it makes sense to take a closer look at your materials. Are you simply conveying information or are you engaging customers?

Think of it this way: You wouldn鈥檛 ask a technical writer to pen marketing copy, so your language pros need to be comfortable in the PR space. Someone who specializes in your particular vertical or specialization鈥攂e it public affairs, community relations, crisis management, etc.鈥攊s an added bonus.

Whether you鈥檙e trying to interest new journalists or inspire new fans, you want polished content that鈥檚 ready for the showroom. An inexperienced translator鈥攐r even a well-intentioned bilingual colleague鈥攎ay produce content that is accurate yet overly influenced by the original language, resulting not only in clunky writing and awkward vocabulary but also content that doesn鈥檛 match the local media preferences. You want someone who specializes in PR, produces content that reads like an original copy written by a native speaker, and understands how to maximize return on investment in the target market.

Try to Avoid Misinformation at all Costs

PR, like language itself, is a nuanced business. Conveying a clear message and avoiding misinformation in today鈥檚 world is a real challenge. It鈥檚 a bit ironic that PR and language professionals often aren鈥檛 talking to one another right from the start. PR pros who think beyond borders have an opportunity to increase their value within the organization. Making multilingual a forethought could mean the difference between fully connecting with your audience or completely miscommunicating your message.

By Matt Baird

About the Author

Matt Baird is a German-to-English translator and copywriter, certified by the 情侣自拍 (ATA), which represents over 10,000 translators and interpreters across 103 countries. Matt helps German brands elevate their English content by delivering translations that read like originals and compelling copy that resonates with readers. Matt also hosts The ATA Podcast. For more information on ATA and to hire a translation or interpreting professional, please visit www.atanet.org. Connect with Matt on Twitter: @boldertransl8or.

ATA is Making News

ATA provides content for professional and trade publications to spread insight to a wide range of readers. This article appears in the following publications:

• (November 2020)

The post How to Avoid Misinformation: Cross-Border Strategies PR Pros Should be Thinking About appeared first on 情侣自拍 (ATA).

Several state and county websites are relying on Google Translate, a service that鈥檚 better than nothing but often fails to convey information in an accurate and clear way. This method also assumes LEP citizens will find and successfully navigate the website on their own. Cities like Boston are making efforts to reach all residents, despite their language proficiency or internet access. The city launched a and also distributed informative pamphlets outlining preventative measures and city resources.

And what about businesses, hospitals, and government agencies? Well, many are calling on the often behind-the-scenes language services industry, largely made up of freelance translators and interpreters and language services providers (LSP) who serve as intermediaries between end clients and independent contractors.

Melissa Harkin of Harkin Translations, Inc., a boutique LSP specializing in Portuguese, Spanish, and English languages, has seen a 32% increase in workload for February when compared to the same month last year. 鈥淭he spike is specifically related to the outbreak,鈥� Harkin said. Her company receives daily requests to translate different types of content related to the pandemic: internal communications for human resources, travel advisories, urgent scientific papers for the international research community, and new state or national policies, among others.

鈥淢ost of the requests are urgent, so we鈥檝e been working extra hours,鈥� Harkin continued. 鈥淲e鈥檝e experienced similar spikes in the past, such as the H1N1 flu pandemic, Ebola outbreak, and the 2011 Rio de Janeiro floods and mudslides.鈥� What she鈥檚 not sure of is how long this will continue. 鈥淭he full global economic impact of the pandemic is yet to be seen,鈥� she said.

Steve Lank, vice president of translation services at Cesco Linguistic Services headquartered in Denver, Colorado, has been pulling long days, seven days per week, to service COVID-19-related translation needs for clients since lateFebruary. 鈥淲e鈥檝e seen a huge spike in requests for translation services,鈥� he said. 鈥淎nd everything is urgent. We have to get the news out fast.鈥�

Clients requesting these services range from the Colorado Department of Public Health and Environment (CDPHE) to hospitals, clinics, public schools, nonprofit organizations, and social services. They鈥檙e working around the clock to translate critical health and safety information for the LEP public. This includes factsheets for travel, memos on proper hand washing, as well as explanations of testing procedures and social distancing, among hundreds of others.

鈥淭hings are changing constantly. One day, we translated a sign for the CDHPE stating: 鈥楥DPHE is not offering COVID-19 testing for the general public,鈥欌�� Lank said. The next day, a state of emergency was declared, and they started offering testing. 鈥淭hen, we had to translate a new sign.鈥�

For the remote team at Translations in Motion, Inc., a few of their contractors played a critical role in the medical care of American expats at the onset of COVID-19 in China. When the Center for Disease Control and Prevention (CDC) airlifted American expats from Hubei Province and Wuhan City back to the states, those who were infected were sent to hospitals for treatment, while those not showing symptoms were quarantined on Marine Corps and Air Force bases. Translations in Motion was contracted to provide interpreting services to LEP people quarantined there. The contract was later expanded to provide services for exposed passengers from the Diamond Princess and Grand Princess cruise ships quarantined on other bases. Over the past few months, the company has sent a team of nine Cantonese, Mandarin, Vietnamese, and Lao interpreters to work long stints at the bases. The interpreters are considered an integral part of the medical team and receive the same treatment in terms of personal protection and training.

In the meantime, Elena Langdon鈥攐wner of Alcol谩 Language Services & Consulting and founding partner at String and Can鈥攈as seen an increase in requests for video remote interpreting (VRI). 鈥淪everal of my on-site interpreting jobs were cancelled, but I鈥檝e seen an uptick in interest for remote or distance interpreting,鈥� she said. 鈥淚 think that, as with everything related to this pandemic, if we remain calm and operate sensibly, remote interpreting can allow for quality language access and multilingual meetings to increase, despite social distancing measures.鈥�

As a freelance translator, my work has never been more meaningful as I (virtually) work alongside thousands of other language cohorts across the world to ensure everyone has the same access to critical information, no matter their native language. This is not a business-as-usual situation for anyone, and perhaps it鈥檚 that one universal reality that unifies us all in the midst of social distancing, self-isolation, and quarantines.

鈥淲hat鈥檚 been remarkable to me is how kind everybody has been,鈥� Lank said. 鈥淚t鈥檚 nice to work with people who are in crisis mode, yet no one is lashing out. I worked from 5:00 a.m. to 12:30 a.m. yesterday and feel okay doing it. This is everybody鈥檚 emergency.鈥�

By Molly Yurick

About the Author

Molly Yurick is a Spanish-to-English translator and serves as the Deputy Chair of Public Relations for 情侣自拍, which represents more than 10,000 translators and interpreters across 103 countries. For more information on ATA or translation and interpreting professionals, please visit www.atanet.org.

ATA is Making News

ATA provides content for professional and trade publications to spread insight to a wide range of readers. This article appears in the following publications:

• (April 20, 2020)

The post 25 Million Americans 顿辞苍鈥檛 Speak English: Translators and Interpreters Essential in Pandemic appeared first on 情侣自拍 (ATA).

Nonetheless, content marketers have largely focused on English-speaking markets because of their high internet penetration and enormous spending rates. Translating and adapting content for local markets in other languages seemed too risky for anyone but the big global players.

Until now. With purchasing power and internet usage on the rise across the globe, more companies are offering localized content in other languages to reach new audiences.

It鈥檚 a massive opportunity. Consumers who were once unreachable are now a click away. But reaching them with resonating content is a challenge. Crossing language and cultural barriers is arguably more complex than clearing your product through customers.

Is it time to call in the language professionals? Here are some tips to get you started.

Resist the machines.

It is far from futile! While tech is vital for delivering the story to your audience, think twice before relying on it to tell the story. You鈥檙e trying to engage humans and elicit a response.

Machine translation tools don鈥榯 understand cultural references, slang, and other linguistic tools marketers employ to engage their audiences. Even translation technology vendors often recommend a hybrid approach including professional human translators and editors, which can work if you鈥檙e rolling out high volumes of informational rather than emotional content.

One of the world鈥檚 most famous (fictional) robots, C-3PO, said it best: 鈥淪ometimes I just don鈥檛 understand human behavior.鈥�

Build locally, and they will come.

Avoid the mistakes of others who build captivating content marketing campaigns for foreign markets that lead to a brick wall of English text.

Every step of the customer journey must be in their language鈥攆rom the Facebook post to the landing page to the BUY button. The industry term is localization, which means converting everything from language, currency, and dates to the look/feel of your sites to match local preferences.

Even the right colors can make a difference. The entire experience should feel native. And remember, marketing channels vary across the globe. While Facebook still dominates the Western world, it鈥檚 nearly nonexistent in China, where WeChat and Weibo, among others, are the places to be seen.

Invest in quality, native translation.

顿辞苍鈥檛 tell a story people can鈥檛 read. The first step is translating your content, but you have to do it right.

Translation is the most overlooked and undervalued step in the publication process. You鈥檒l spare yourself wasted time and frustration by seeking out translators who are native speakers of the target language and specialize in content marketing.

These 鈥渢ranscreators鈥� are language and marketing experts who can capture the nuances of your content and avoid costly mistranslations. They鈥檒l point out culturally sensitive subject matter and offer ways to appropriately repackage your message.

Take it slow, and talk to the experts.

A truly global content marketing campaign is serious business. Take it one step at a time.

Talk to localization experts to learn the tricks of the translation and transcreation trade. Depending on the size of your international marketing aspirations, this may be the tip of the iceberg.

顿辞苍鈥檛 get discouraged. With such a sea of potential customers, you鈥檇 be well advised to take the plunge below the surface. Use these tips as a guide to get you started. Focus on your message, work with professionals, and keep your sights set on creating a native customer experience in each market.

By Matt Baird

About the Author

Matt Baird is a German-to-English translator and copywriter, certified by the 情侣自拍 (ATA), which represents nearly 10,000 translators and interpreters across 103 countries. Matt helps German brands elevate their English content by delivering translations that read like originals and compelling copy that resonates with readers. Matt also hosts The ATA Podcast. For more information on ATA and to hire a translation or interpreting professional, please visit www.atanet.org. Connect with Matt on Twitter: @boldertransl8or.

ATA is Making News

ATA provides content for professional and trade publications to spread insight to a wide range of readers. This article appears in the following publications:

• (December 18, 2019)

The post Content Marketers: Time to Call in the Language Professionals? appeared first on 情侣自拍 (ATA).

There is no shortage of or even embarrassing government mistakes, such as when the U.K. published a German version of its Brexit white paper that was widely ridiculed for its . The same can happen with interpreters. It’s due in part to the nature of language itself鈥攊ts complexities, nuances, and myriad possibilities don’t allow for even the best interpreter to be a “walking dictionary”鈥攁nd also because communication is an exchange of ideas in a given context.

Preparation is vital to ensure the communication experts you hire add value. If you treat interpreters like a member of your team they can focus on their expertise: language. Take a look at these dos and don鈥檛s to ensure your next partnership with a language expert translates to a success.

DO consider their field of expertise.

Before selecting an interpreter, ask about expertise in your specific setting or field, not just years of experience. A court interpreter might be a great fit for a deposition on a patent dispute, for example, but only if she has experience in that setting and is given pertinent technical information ahead of time. Poorly trained interpreters have been shown to make than trained ones.

DON鈥橳 hold back for the sake of confidentiality.

Qualified, credentialed professionals are required to abide by a strict code of ethics and are normally happy to sign your confidentiality agreement. So don鈥檛 be afraid to brief your interpreters fully in advance. Keep in mind that words themselves don鈥檛 communicate full meaning, and interpreters need to know about any relevant background contributions to what is unfolding in the conversation or transaction.

DO provide names and titles ahead of time.

Let the interpreter know who will be present at your conference, negotiation, facility tour, etc., and what their roles are in the discussion. Names are helpful, and not just of participants鈥攌nowing division, unit, and project names ahead of time will speed things up during the actual conversation.

DO share meeting details and goals.

Your team and your Spanish- or Chinese-speaking counterparts across the table might know why you are discussing a contract, but an external contractor won鈥檛. The purpose of the meeting will greatly inform the interpreter鈥檚 work. What are everyone鈥檚 goals? Are the stakes high and the situation tense? Think of interpreters as extensions of your team and brief them accordingly. If they know your purpose(s), they can better understand you and transmit your message accurately.

DON鈥橳 expect the interpreter to show up and do a perfect job without any contextual knowledge.

Clear communication depends on contextual knowledge, so provide as much background information as possible. Let鈥檚 say you hire an interpreter to help you sort out an HR problem with an employee who is more comfortable in another language. Inform the interpreter about any previous meetings, the main issues to be discussed, the type of work the employee does, and anything else you think is relevant.

DO explain specific jargon and acronyms.

In many cases you don鈥檛 have to go as far as to provide a glossary; experienced interpreters will do some research on their own. But be sure to give them any internal jargon or acronyms that might be hard for outsiders to decipher. If your family members鈥� eyes glaze over when you start talking about the 鈥淏PO merger鈥� and the 鈥渜uarterly up-queue,鈥� you鈥檒l likely need to brief the interpreter about what these terms mean.

DO make sure all parties can be heard and seen.

Let your interpreter know what the physical space where you鈥檒l be working looks like. Will you be sitting, standing, or touring a facility? How many people need to hear the interpreter? Will you play a video or will participants join via Skype or speakerphone? Knowing this information will allow your interpreter to better prepare for the situation or even suggest things you haven鈥檛 thought about, such as using simultaneous interpreting equipment.

DO hire more than one interpreter when necessary.

Interpreters do an incredible amount of cognitive work as they relay messages from one language into another, and . Talk with your interpreters and ask them what they need. If you are planning a presentation or a lengthy talk, they may suggest a team of interpreters to trade off and take breaks. If the meeting is more conversational and will include natural or scheduled breaks, you can likely get away with one interpreter for a few hours.

DO send files ahead of time.

Always send any documentation that will be discussed a few days in advance. Agendas, contracts, previous meeting minutes, presentation slides鈥攁nything that provides context and terminology will greatly enhance the interpreter鈥檚 work process and save time during the actual meeting or event.

While simplicity and minimalism may work wonders for closet organization, the opposite applies when it comes to getting the most out of working with an interpreter. Share your goals, purpose, audience, and insider knowledge with interpreters in advance and you will save time and money in the long run. Generally speaking, if you follow the rule of 鈥渕ore is more,鈥� everyone will be on the same page and you will reap the rewards.

By Elena Langdon

About the Author:

Elena Langdon is a Brazilian Portuguese translator and interpreter and a director of the . She is also an active member of the 情侣自拍 (ATA), which represents over 10,000 translators and interpreters across 103 countries. For more information on ATA and to hire a translation or interpreting professional, please visit . Connect with Elena on Twitter @acolalang.

Learn how to make the most of your translation and interpreting budget!

• Case Studies in Translation and Interpreting Index
• The ATA Compass
• Getting It Right

ATA is Making News

ATA provides content for professional and trade publications to spread insight to a wide range of readers. This article appears in the following publications:

• (November 5, 2019)
• (November 5, 2019)

The post Hiring an Interpreter?聽9 Dos and 顿辞苍鈥檛s to Get the Most Out of Your Partnership appeared first on 情侣自拍 (ATA).

With all the web-design elements available today, it鈥檚 easy to lose sight of what will work best for your target audience. However, once you shift your focus to serving your visitors instead of your own needs, avoiding these features becomes much easier.

Here are five website features that may be working against you:

1) Aggressive pop-ups:

Pop-ups come in all shapes and sizes. Some are intended to persuade visitors to interact with your call-to-action (鈥淪ign up for our newsletter鈥� or 鈥淭ake our survey鈥�), while others are paid advertisements to bring in some extra income. But, let鈥檚 be honest, pop-ups are quite bothersome, especially if they appear repeatedly. Expect to lose visitors if they have to spend more time closing pop-up windows than exploring your content. If you feel you need to include pop-ups on your site, make sure you do your homework, place them well, and use them wisely.

2) Translation plug-in:

Translating your website into other languages is a smart business move if you are looking to expand internationally. It makes your products or services available to more people in more places and may very well increase your sales and online success. While it may seem like a translation plug-in or machine translation service will save you time and money, think twice before taking action. Machine translation systems are great at getting the gist of a text, but often skew the meaning. For example, in some languages, a popular machine translation tool translated 鈥淯.S. President鈥� as 鈥淏ush鈥� well into the Obama administration. To avoid embarrassing mistakes that scare off global customers, make sure you hire a professional translator who can perfectly craft your message for your audiences abroad.

3) Autoplay video:

It鈥檚 happened to every internet surfer out there. They arrive at a new website and an unfamiliar voice or loud music blasts through their speakers. They frantically stop the video, rub their sore ears, shake their fist at the screen, and close the tab. Video may be all the rage right now, but the secret lies in knowing how to use it effectively. Autoplay videos鈥攚hether for informational purposes or to bring in revenue from advertisers鈥攁re annoying and will often push visitors away from your site. If you plan on using video on your website, add a prominent play button instead of having it autoplay. Let users decide whether they want to watch the video instead of deciding for them.

4) A dysfunctional mobile version of your website:

Mobile internet usage now surpasses computer usage. This means that you must have a mobile-friendly version of your website that maintains all the same key functions as the desktop version. If visitors do not have a positive experience when they land on your mobile site, you may drive away a huge portion of potential traffic. So, make sure your website is responsive. Responsive websites include all the same content and information on any device used to access them, but the display changes automatically based on the size of the viewer鈥檚 screen.

5) Infinite-scrolling home page:

Infinite scrolling is a design technique in which content continuously populates at the bottom of the screen as the user scrolls down the page. This technique can be very effective for certain types of sites, but for most an infinitely long home page can be distracting and confusing. It increases load time, makes navigation and linking messy, and hides or eliminates the highly valuable website footer. Users often search the footer for contact information, social media links, and privacy or security notices. If you鈥檙e not sure what type of home page will work best for you, consult a web-design professional to learn what works best with your target audience.

Whether you are a freelancer or you own a multi-million-dollar company, all you have to remember is this: make your website for them, not for you.

By Molly Yurick

About the Author

Molly Yurick is a Spanish-to-English translator specialized in tourism, hospitality, and airline industry translations.聽She is also an active member of the 情侣自拍 (ATA), which represents over 10,000 translators and interpreters across 103 countries. For more information on ATA and to hire a translation or interpreting professional, please visit .

ATA is Making News

ATA provides content for professional and trade publications to spread insight to a wide range of readers. This article appears in the following publications:

• Energy Central (February 27, 2019)
• Article Weekly (February 28, 2019)
• Arizona Business Magazine (March 3, 2019)
• Inside Business: Hampton Roads Business Journal (March 15, 2019)

The post 5 Website Features That May Be Working Against You appeared first on 情侣自拍 (ATA).

If this is the first time you鈥檝e heard this story, you may be shocked that a company responsible for something so horrific was able to salvage its sales at all, let alone become the fifth-largest burger chain in the U.S. just years thereafter鈥攂ut that鈥檚 exactly what happened.

The reality is that no enterprise can escape at least some degree of error. And while there is certainly a vital difference between an erroneous invoice and unintentionally causing the unthinkable, certain damage-control strategies have proven successful time and again, no matter the blunder.

Own the Gaffe鈥攁nd Fast

Especially in today鈥檚 well-connected world, official statements get around fast. So does radio silence.

As soon as possible after disaster strikes, offer a firm and heartfelt apology. However, refrain from being overly apologetic or defensive. Instead, focus on action. The old adage 鈥淎ctions speak louder than words鈥� has stood the test of time for a reason.

Nevertheless, judicious and impactful action takes time to implement. So, while you get to planning, make sure from the get-go that your words reflect a sense of accountability and the intention to fix the problem.

Watch Your Words

Word choice is paramount when delivering a public statement.

If your company serves an international market or consumers who speak a language other than English (as is the case of most businesses in the social media age, whether by design or not), take extra care that your mea culpa reaches your audience unscathed. The last thing you want is to create another mess when you鈥檙e already in damage-control mode.

For example, an international bank fell victim to a simple yet costly translation slip-up in 2009 when its catchphrase, 鈥淎ssume Nothing,鈥� was infamously mistranslated as 鈥淒o Nothing.鈥� The mishap cost the company $10 million for a new ad campaign alone.

Be aware of variants in widespread languages like Spanish and English that can make or break how your message is construed. Avoid embarrassment by hiring a professional translator who is well versed not only in English, but the language and culture you aim to reach. Imagine, for example, how confused American consumers would be if a fast food restaurant referred to its french fries as 鈥渃hips鈥� (the British variant).

Furthermore, if there were ever a time to avoid using machine translation services, this would be it. There鈥檚 no room for error when it comes to cleaning up after a misstep, so make sure human translators鈥攚ho are able to adequately interpret nuance and impact鈥攃raft the message in the new language before it reaches the public.

Make It Right

Words are vital when it comes to apologies, but they must be backed by tangible actions that illustrate genuine concern.

In the case of the fast food chain, the company offered to cover victims鈥� medical expenses, settling for amounts of up to $15.6 million. The COO and chairman-cum-CEO attended mediation hearings to show their concern. The chain also opened a question hotline and made a generous donation to research efforts seeking treatment for infections caused by the bacterium behind the outbreak.

This demonstration of remorse and accountability in actions big and small communicated the company鈥檚 commitment to doing better.

Establish Long-Lasting Change

Once apologies have been made in both words and deeds, it鈥檚 crucial to ensure the mistake isn鈥檛 repeated. It may be tempting to make the blemish disappear from sight, but finding a long-term solution is an indispensable step.

The fast food chain began cooking its burgers at temperatures guaranteed to kill the guilty bacteria. It also implemented additional safety measures to ensure the food was handled properly from producer to consumer. In fact, this system was so successful that it was later endorsed by the U.S. Department of Agriculture and the Food and Drug Administration and came to be considered the gold standard among fast food chains.

The company didn鈥檛 stop there. It became so invested in harm-free dining that it continues to receive honors for its leadership in food safety to this day.

Turn Lemons into Lemonade

Believe it or not, mistakes can be a blessing in disguise. For this to be true, decision makers must think 鈥済lass half full.鈥� Slip-ups present an opportunity to demonstrate your brand鈥檚 leadership, transparency, and trustworthiness鈥攁nd all of this at a time when you鈥檙e already in the spotlight. Just make sure it鈥檚 for better, not for worse.

A well-known pizza chain faced a rude awakening when one of its employees shared a video of himself tarnishing food in the kitchen. When the video went viral, it turned out the company had an even bigger problem on its hands: they admitted that customers had been complaining of pizza that tasted 鈥渓ike cardboard鈥� and sauce that tasted 鈥渓ike ketchup.鈥�

Instead of succumbing to an apparently imminent downfall, the company鈥檚 leaders decided to come clean and promised to improve their product. Shortly thereafter, they introduced a new pizza recipe, as well as a novel online ordering system designed to appeal to the younger generation. Their shares increased 60-fold and the company is now worth $60 billion.

Next Time You鈥檙e Caught in a Mistake, Stay Calm and Innovate

Businesses are no more perfect than humans. Every organization will face its day of reckoning, big or small. Luckily, history demonstrates that it鈥檚 not the mistake itself, but the response, that leaves a lasting impression. And as in the case of the fast food chain, if addressed properly, a foul-up can even be turned into an asset.

So, next time your business finds itself in a rough spot, remember the importance of accepting blame and saying you鈥檙e sorry. Then roll up your sleeves, fill your metaphorical glass, and turn the blunder into your next wonder.

By Emily Safrin

About the Author

Emily Safrin is a certified Spanish-to-English translator and editor specializing in the medical sector. She is also an active member of the 情侣自拍 (ATA), which represents over 10,000 translators and interpreters across 103 countries. For more information on ATA and to hire a translation or interpreting professional, please visit .

ATA is Making News

ATA provides content for professional and trade publications to spread insight to a wide range of readers. This article appears in the following publications:

• Article Weekly (December 10, 2018)
• Advisor Magazine (December 14, 2018)
• PPAI Media (December 2018)
• Promotional Consultant Today (December 2018)
• IST Magazine (January 3, 2019)
• HR.com (January 9, 2019)
• OTC Beauty Magazine (January 30, 2019)
• Information & Communication Tech Solutions (March 1, 2018)

The post From Blunder to Wonder: How Companies Successfully Bounce Back from Mistakes appeared first on 情侣自拍 (ATA).