Public information officers and communications professionals should not simply go to Berlitz when converting news releases, fact sheets, brochures and consumer advisories to a
foreign language for distribution to the ethnic media and consumers, who play an enormous role in all industries and marketplaces. There are several optional levels to consider when
documents have to make the transition from English to a foreign language, such as Spanish.
Make cultural, as well as linguistic, revisions. Avoid simple, straightforward translations of documents written in English. Instead, revise documents using appropriate words,
idiomatic expressions and relevant industry jargon that facilitates the ability of the audience to relate to the material from a cultural (ethnic or organizational) perspective.
Sometimes religious language or medical images might be used to convey the same points. It can also be appropriate - if you do it with sensitivity - to appeal to the socio-economic,
language and cognitive levels of the target audience. Also consider whether the translation would be effective with bicultural audiences, where one language is more dominant than
another. Use appropriate examples; cite relevant authorities who speak the language of the audience you are trying to reach and who play a role in that community; and incorporate
images that would resonate with your audiences.
Use broadcast Spanish. This is Spanish that is understood by most Spanish speakers regardless of their country of origin or ethnic background. It uses basic vocabulary, grammar,
and syntax and has a standard accent and lilt (cadence, rhythm) that cannot be attributed to any particular region in Latin America or Spain. This type of Spanish, used by the media,
is understood by most Spanish speakers in the United States. Colombian Spanish has fewer idioms and slang expressions, for example. The Spanish that's spoken in Argentina incorporates
a number of Italian words and accents that may not be appropriate for the translation of your documents. Consider additional issues when speaking a foreign language, such as accents,
rhythm and tempo, contractions, and specific spoken word choices.
Use translation-backtranslation methodology. The English version is translated by a highly regarded, non-acculturated bilingual translator into Spanish. A second translator than
translates the resulting copy back into English without having seen the original document. Discrepancies are discussed by the two translators and a moderator. However, the
translation-backtranslation method sometimes produces Spanish-language versions that are adequate for more educated persons but are inadequate for those audiences that are less
educated and less acculturated.
Use cognitive and pre-testing methods. Some critical information, such as a precise opinion survey intended for specific Latino audiences, may require subjecting Spanish-language
documents to more rigorous testing that includes cognitive testing, focus group pre-testing, and an evaluation of the reading level by a literacy expert. Analyses included item
descriptives, correlations, and internal consistency reliability of composites, factor analysis, and regression analysis to examine construct validity. Responses to the two language
versions can be compared to evaluate equivalence and assess the reliability and validity of both versions.
Develop a new document. Consider what would have been the agency's approach if the document were initially developed for only Spanish speaking persons. How would it have been
appreciably different? Then, determine whether a revision of the existing document would be sufficient. While this approach can be considered for news releases, it would not be
practical with large documents, research reports, and questionnaires designed to measure issues across cultural lines. Also, the agency may feel that a revision would be more
appropriate as it facilitates the acculturation and integration process.
Public information offices should have policies and procedures in place for determining the level of revision needed for specific documents. Identify writers who are familiar with
the agency's science and who have the necessary skills to implement these processes. Time and budget issues are factors when considering these options.
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This article was written by James J. Onder, of The Onder Group. He can be reached at [email protected].