How to Get Publicity
in the Foreign-Language Press Quotes of the Month LetSpeak.com®
News Wire
How to Get Publicity in the Foreign-Language Press
A
great way for firms to test the waters for expansion into a non-English-speaking
community is to get a little press in one of their publications.
In South
Florida the Haitian and Latino communities have numerous publications in Spanish,
French and Kreyol. And throughout the U.S. there are plenty of other ethnic groups
that have their own publications, which shouldn't be ignored when you're looking
for publicity for your latest accomplishments.
Getting a story placed in
one of these publications is a low-cost way to test the market for more business
opportunities. If you get a positive response and numerous inquiries about your
business from the foreign- language community, you could consider translating
other business communication tools such as your Web site or your company brochure.
For some, going about getting this much-needed publicity can be a daunting
task in any language. Here are a few keys to getting a placement in your local
foreign-language publication:
- Study the publication's advertisers.
Consider working with a translator or someone familiar with the publication
to explain the focus and it subtle nuances.
- Craft a press release
- in English - based on what's important to the foreign-language audience. There
are some universal themes that will work such as triumph over business challenges
or the introduction of a new/interesting product or service. (Writing the release
in English first ensures you'll get your main ideas across from the beginning.)
- Have the release translated by a professional translator very familiar
with the audience of your target publication. You'll want to be sure to hire
a translator who is a native speaker of the publication's language. The translator's
intimate knowledge of the language will be priceless when it comes to avoiding
those small mistakes that make bad impressions on your target audience.
-
Anticipate follow-up. In your release, encourage interested parties to
contact you via e-mail. You can forward this information to your translator for
easy processing. (Also, you may not need the services of a translator when working
with the staff of the publication since decision makers such as editors and publishers
often speak English, too.)
Getting press in the foreign-language press
is a great way to break into new markets. Repeat the steps above more than once
to develop a reputation and solid relationship with your audience before launching
an all-out foreign-language campaign.
(c) 2004 Allendy Doxy, LetSpeak.com®,
All Rights Reserved. Please contact us if you would like to reprint this article.
Quote of the Month
"When you get to the end of your
rope, tie a knot and hang on." - Franklin D. Rossevelt
LetSpeak.com®
News Wire
May 18, 2004-- LetSpeak.com sponsored the 13th Annual
Claims Management Conference in South Seas resort in Captiva Island.
April
24, 2004-- LetSpeak.com's CEO, Allendy Doxy, spoke at the Unviversity of South
Florida in Tampa on the subject of Professionalism in the Delivery of Language
Services.
LetSpeak.com® Affiliations and Memberships
ATA
FLATA
NAJIT
REKA
Netcheck Commerce Bureau
Lee
County Chamber of Commerce
Bonita Springs Chamber of Commerce
The
Greater Fort Myers Chamber of Commerce
Florida State Hispanic Chamber of
Commerce
Cape Coral Chamber of Commerce
The European Chamber of Commerce
of Southwest Florida
The Southwest Florida Hispanic Chamber of Commerce
How to Get Publicity
in the Foreign-Language Press 
