One of our clients reached out to us, saying the press release their communications department was in the process of writing in German would have to be translated into French and English. But this wasn’t a regular text – it was a time-sensitive press release covering the company’s establishment of a subsidiary in France.
And because there would be numerous approval rounds on our client’s end, we were told we wouldn’t receive the finalized text until the evening before they were planning to go public with the news. Talk about pressure.
Following the sun
Even with tight deadlines, time becomes relative when you can follow the sun. Having language specialists located around the globe allows us to work flexibly, so there really isn’t a time of day when the sun doesn’t shine for us.
Because our client warned us in advance about their press release, we were able to offer them our standby service. Through this service, one dedicated account manager stands at the ready, together with the international team she arranged beforehand, to receive and craft those late-hour multilingual texts.
Portrait of a standby team
In the case of our client’s new subsidiary, we had a total of seven people dedicated to generating French and English versions of the German press release.
Our account manager coordinated the two translators, each of whom worked in tandem with a reviewer for each language pair. That’s five experts, but not the entire team, because simply translating a text often isn’t enough.
Corporate texts, and especially press releases, can be nuanced. Plus, it’s important that a press release has consistent terminology, is on brand and is culturally appropriate so that it resonates with its target audience.
That’s why our account manager pulled two standby senior editors on board who started giving the translations their final polish once we received them in the early morning on the release day.
Our standby account managers – translators, editors or writers in their own right – are there to answer client questions and adapt or incorporate any additional last-minute updates.
An individualized solution
Every standby scenario has its own hurdles, and every assignment is different. But regardless of those differences, we form teams of professionals who combine their linguistic expertise with their dedication to understanding our clients’ companies so that – just like with our client’s new subsidiary in France – we can deliver texts our clients can have full confidence in. That’s what we call dedication.
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