The pace of corporate communications is accelerating constantly. That was the case even before the coronavirus: A quick press release, the matching social media post, and naturally, there’s a version for every channel the company uses – in all the relevant languages and with a tone that conforms to the company’s corporate image.
And then the employees: They want to be informed on time, too.
And did we mention that all of this needs to happen fast? We mean really fast. That’s why we’ve always had a fast lane. But about a year ago, we officially upgraded it.
Now it’s called Priority Lane. So it’s time to look back and see how things have progressed since then.
Speed as a Service
“We need this information for our employees in five languages. 600 words – in two hours.” No problem! We thought it was just another typical job for our fast lane – a service that stands out for providing fast yet high-quality translations and other corporate communications services. But this job arrived about a year ago and its content soon revealed that everything had changed: It was the hygiene rules governing the employees of a globally active company as part of their efforts to combat the coronavirus pandemic.
That was our first coronavirus rapid translation job.
Since then, our fast lane service has featured prominently on our website and is more widely used than ever before – especially for corporate communications, the single most important source of information for the credibility and strength of a company.
We saw an opportunity there, too, and used it for an upgrade: Even faster translation turnaround times, extended availability, and when creative content is needed, we bring our own native-speaker copywriters on board.
That’s how we developed our Priority Lane: Just like priority boarding at the gate, our customers receive priority access to our rapid translation and copywriting services – without the waiting times normally associated with order confirmation and processing.
Even outside of normal office hours. Delivery: in a maximum of two to three hours. The extra charge for this first-class service pays off for corporations.
Agility as a standard service
We’ve experienced it live, every day: At the latest since the coronavirus outbreak, the demands made of corporate communications departments have increased significantly. The pressure of time has reached a new level, in part through increasingly decentralized structures within companies and the trend toward working from home. But we’re no strangers to this scenario: As translators and copywriters, our work has always been very agile – sometimes at the office, sometimes from home. We keep the ball in play using secure technical solutions.
Even so, we adapted our processes for Priority Lane jobs. A crew of linguists who specialize in corporate communications works nearly exclusively on urgent projects, sometimes alone, and sometimes as part of a team. That’s how we make the impossible possible.
One example was the truly lofty job of translating 5000 words in just four hours while adhering to the style and tone requested by the customer. With a taskforce of several translators, we got the job done, and the result was all of a piece. It functioned so well because we’ve always worked with each other in well-practiced teams.
Short communications paths and flat hierarchies enable us to be as fast as today’s customers need us to be. And to be able to act even more quickly, we’ve separated the actual process of translation from other time-intensive tasks such as order management and text analysis for the purpose of quote production.
The text comes first, in high quality.
We understand corporations from the inside
That means we also understand the urgency of well-functioning, timely communication – externally and internally. Therefore, the larger and more complex the organization, the more agile communications structures are necessary. That’s exactly what our Priority Lane customers appreciate. And that’s why they see us as partners, not just as translators or copywriters.
Maybe this insight is the greatest gain for us after this first year: By ensuring time-sensitive communications processes, we support companies in their development and with their successes. In good times and in bad times, our customers require speed and a high level of sensitivity for the power of the written word – in every language.
Priority Lane benefits at a glance
Results without sacrificing quality – as fast as possible
- Urgent translations by communications experts
- Adaptation of corporate texts by in-house native-speaker copywriters
- Proofreading of existing texts while ensuring your terminology
- Machine-supported checks for mistranslations
- Extended availability from 8:00 a.m. to 10:00 p.m. CET
- Order confirmation within a maximum of 30 minutes
- Stylistically polished translation or adaptation by native-speaker linguists, precisely tailored to the medium and the audience
- Post-editing of machine-translated content with the highest linguistic competence