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PR and Foreign Media by Charlas William
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PR and Foreign Media |
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Business
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In our current, digital society – and even with the advent of web 2.0 - the relationship developed with the media is still of supreme importance to the Public Relations practitioner. There is some feisty debate surrounding the reasons why this is actually the case, but I would suggest that the media still hold a position of information superiority in our culture. This continues to be the case despite the unprecedented increase in social media, social networking and subsequent citizen journalism. Things have changed – but they haven’t changed that much.
It has to be said: even with the saturation of social networking, citizen journalism and other internet driven phenomena, the media still hold a number one position of power and impact when it comes to influencing society. The consumer public will forever grant generous allocations of time for their own media consumption and this therefore justifies the observation that the media are the main intermediaries for the whitewash of PR which we see in our world currently. The sheer, cultural importance of the media within society indeed rationalizes the importance placed upon media relations in the Public Relations industry
But what happens when this relationship crosses national borders? I have to tell you: things get a lot more complicated.
It goes without saying that the most important aspect by far for any PR practitioner is the maintenance of control and authority. Completely determining, without alteration, what tone and meaning is pushed through any press release or PR material is the paramount cause of the profession. Taking this into account, it is easy to see why cross-border PR/media relations can be impossibly muddled and complicated by the factor of language. In our global, business world, maintaining perfect relations with media in a variety of nations is vital for any PR department. The steadiness and effectiveness of this relationship depends solely on the PR man’s ability to keep the crown; to keep the message firmly attached to his word and sound. How can one be expected to do this in 5, 6, 7 – maybe even 20 – different languages? This is where translation services come in.
More and more PR practitioners here in Britain are sourcing out the services of a top London translation agency. The nation’s capital is something of a hub for the linguistic services industry and there really is no better place to go for top-notch language rendering. PR officers have, in the past, made huge errors of judgement and many have found themselves dipping into second-hand translation markets. These individuals inevitably encounter poor PR effectiveness through their foreign media outlets. It is refreshing to see the PR industry now taking full notice of the translation industry and utilising top agencies to take care of this sensitive work. Good translations, from reputable translation companies, mean good PR/media relations in foreign nations. It’s a simple equation. Read more about Interpreting Services and Interpreting Agency.
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