Author: pc-admin

Why even the smartest AI can’t guarantee legal precision – and what’s at stake when things go wrong.

AI translation tools are getting faster and smarter – but when precise legal meaning is at stake, speed is not the only thing at play. A mistranslated word in a legal document could cost thousands – or derail a case entirely.

In recent years, legal professionals have increasingly experimented with AI‐assisted translation for documents such as contracts, court submissions and procedural filings. While these fast – and often free – tools promise efficiency, and can sometimes be helpful in offering a rough sense of a text, their limitations are far from trivial. Even seemingly minor errors –misused terminology, over-clarified ambiguities or misinterpreted jurisdictional nuances – can carry serious consequences. What’s at stake is much more than linguistic accuracy, but potentially the outcome of a legal dispute.

Risk of terminology and context errors

Legal texts are full of specialised terms whose meanings depend heavily on context. A clause that seems clear in one legal system may become ambiguous – or even alter in meaning – once translated into another country’s legal language. Recent studies show that human translators greatly outperform AI when it comes to clarity and a knowledge of legal terminology. For instance, a 2025 comparative study published in the International Journal of Language & Law found that while human translators consistently applied precise legal terms, AI models like ChatGPT would often use less accurate and more general terms. As an example of the risks of machine translation, a mistranslation of an indemnity clause or failure to capture differences in contract law (e.g. “liability”, “warranty”, “force majeure”) could completely change which party bears what risk. There is also a great danger of developing an over-reliance on technology in the legal world; treating AI outputs as infallible (when they can often be factually incorrect or fabricated for the sake of providing a response) can erode the critical thinking and professional judgment that legal practice demands.

The black box problem

One of the most critical differences between human and AI-generated translation lies in accountability. If a human legal translator makes a mistake, their work can be traced, reviewed and corrected through professional standards and established protocols. With AI, the translation process lacks this transparency. This is known as the “black box” problem – users of AI can see the input (the original text) and output (the translated text), but not how the system arrived at its decision. This lack of traceability can make it difficult to identify who is responsible when an error leads to legal misinterpretation. In regulated environments where every word might later be examined in court, this lack of explainability presents serious professional and ethical risks. Without the ability to interrogate an AI on how it arrived at a particular term or phrase, legal teams risk introducing uncertainty into the very documents that are supposed to bring justice and truth.

A matter of ethics

The use of AI in translation does not only bring the concern of technical errors; it also introduces a vast array of ethical implications. Lawyers have a professional duty to uphold accuracy, confidentiality and client trust – responsibilities that can be compromised when delegating sensitive tasks and providing private information to automated systems. Using AI-generated translations without proper oversight may violate principles of informed consent, especially if clients are unaware that their documents were processed by non-human tools. The use of AI in the translation of legal documents also raises significant data protection concerns. Many AI models operate in the cloud, meaning that sensitive information may be stored, used to train future models and then appear in another user’s AI output – a serious breach of regulations such as the EU’s GDPR. Fundamentally, when the legal system is supposed to rely on human judgment – from juries to lawyers and judges – the introduction of artificial intelligence places the courtroom, and the legal process more broadly, into a troubling grey area.

In contexts where a single word can help determine justice, rights and obligations, ethical lapses in the use of AI do not just risk bad outcomes – they risk undermining the integrity of the legal system itself. A single mistranslation can shift liability, void a contract or alter the course of a legal proceeding. That is why human translation in the legal field – and in general – is a must.

For over 25 years, Peschel Communications’ team of specialised translators have been combining their mastery of legal terminology and linguistic accuracy with their general knowledge of the law to produce technically precise, native-level translations. Read more about our experience in translating legal documents here.

It’s not just translating, it’s rewriting a text in another language.

When it comes to advertising or marketing texts, literal translations simply don’t cut it. What you really need is transcreation – a cross between “translation” and “creation”. Here’s what you should know about transcreation.

The words and syntax of a transcreated text often have little in common with the source text, but the effect and purpose of the text are the same. But how does the transcreation process work? Transcreators need to get a clear picture of the context of the source text – the more details, the better. Then they recreate the same scenario in the target language. They usually ignore the original wording and instead employ of the full range of rhetorical and stylistic devices of the target language in order to achieve the same effect. Advertising heavily relies on emotions, so the goal is to replicate those emotions in the target language. 

What kind of information do transcreators need?

A good transcreation requires a lot more information than other forms of translation, so a transcreator need to be briefed the same way as a creative agency.

In addition to target language, processing time, type of text and type of publishing medium, the target culture and target region are relevant. Transcreators should also be filled in on the basic ideas behind the text of the campaign in the source language.

Even within the same language, the cultural perception may differ from one country or region to another. A brochure in Spanish that was written for the European Spanish market may miss the mark in Argentina. This is why transcreators need precise information on the target region.

Slogans and headlines are particularly tricky, so your transcreation agency may make several suggestions. 

We recommend planning for feedback loops to avoid deadline pressure. Whether as a client, you are happy with the transcreation of slogans or claims depends on many factors. After all, it usually takes several brainstorming session to find the right wording in the source language, so it is only to be expected that the same applies to the target language.

Last but not least, transcreators need to know what added value the product or service has for potential buyers. 

Besides information about the text, they also need information about the company, the brand behind the product and the original marketing copy. The company’s mission statement or creative brief is a useful source in this context.Any previous copy in the source language will come in handy. 

How to hit the mark

One of the most important factors in transcreation is in-depth knowledge of the target audience. Once the target country and culture are clear, the persona needs to be established: Age and job as well as hobbies and interests play a role because after all, the average target group for sports car accessories is very different from that for organic vegetables.

Style and tone need to be adapted to the target group. This includes finding the right register. Will the target group respond better to an academic style or will they find informal language more appealing? One of the most important distinguishing features of German texts is whether the reader is addressed using the formal or the informal form of address. 

Writing style impacts how a company is perceived. An informal styles suit hip start-ups better than law firms. This difference may not exist in other languages, or the line between formal and informal forms of address may be different. For this reason, you can’t just translate a German “Du” with “tu” in French.

Humour and rhetorical devices are also relevant. Poorly executed humorous transcreations have caused marketing campaigns to fail or become an object of ridicule. 

An Iranian laundry detergent brand named its product “Barf”, a beautiful Farsi word meaning “snow” – but in English, the name conjures up an image that nobody wants their product to be associated with.

Mistakes in marketing can be expensive – as the British HSBC bank had to find out. The English slogan “assume nothing” was translated in many countries word by word, and ended up being interpreted as “do nothing” – so why should clients switch to HSBC? The rebranding cost the bank 10 million US dollars.

There are many aspects – from boosting sales and opening up new markets to building a company’s reputation – that need to be considered in transcreation. Do you need an effective transcreation of marketing copy or advertisements? Contact us now!! We’re happy to advise you.

To avoid…how do you say ‘Netzengpässe’ in English?

Better leave it to the professionals: how to find high-quality translations in the field of renewable energies.

To make the energy transition a success, seamless international communication is key to avoid misunderstandings, save time and strengthen trust. It all comes down to professional translations.

Clear communication across language barriers is crucial in the fast-changing world of renewable energies and the energy transition. For close collaboration on the way towards a sustainable future, reliable translations are needed to convey knowledge and information. An accurate translation is more than just words in another language – it provides complex technical information and ensures that regional guidelines and standards are observed. Your school-level French will soon reach its limits when you try to explain the technical improvements in your solar cell production to your French customers – not to mention any other language. Important information can get lost on the way, leading to misunderstandings, delays or even a loss of trust. Have you ever been put off by a badly translated website? A text full of mistakes creates the impression that the product is flawed, too. And anyone who has ever experimented with AI-generated translations will know that they have their pitfalls. Professional translators with an expertise and experience in the field of renewable energies will help your project run smoothly and your advertising campaign to be effective. Investing in professional translation services can make all the difference by creating clarity and trust with customers, colleagues and business partners around the world.

Your language service provider for the energy transition

Since the beginnings, here at Peschel Communications, sustainability has been a topic close to our hearts. One of our most long-standing clients is Solar Promotion GmbH, together with FWTM organizer of The smarter E exhibitions. Since we first started translating solar energy texts, we have acquired many more clients from the renewable energies industry. Texts about photovoltaics and battery storage systems are a daily staple, and we’re always ready to learn about the latest innovative technologies. But we’re also familiar with other sustainability topics – from air pollution avoidance to zero waste. If we are ever unsure, we talk to our client directly, ensuring that we always come up with the best possible solution. We put our heart and soul into translating these topics because it is our way of contributing to a sustainable future. Any when we’re not translating or interpreting, we still have sustainability on our minds, for example when we choose green electricity for our office, use recycled paper or cycle to work.

Peschel Communications has been active in sustainability for over 25 years – this makes us your perfect partner for translations for the renewable energies industry. Let’s get acquainted!

In a previous blog article I discussed how we work with freelance translators. Today, I would like to share a few tips for anyone hoping to do freelance work for a translation company. Read on to find out what makes the perfect freelancer, from the point of view of our project managers.

1. Find a company that’s the right fit for you

Pick out specific translation companies that you would like to work for. Look at their websites and social media profiles to see whether they would be a good fit for you, for example based on the areas they specialise in. Contacting them via email is perfectly fine, but you should always add a personal touch. Take the time to find out the name of the person you should contact and address your email to them. Write a couple of sentences about why you would like to collaborate with that translation company in particular. Just as if you were applying for an in-house job, you should attach a personalised cover letter and a carefully prepared CV. 

2. Have a little patience

A translation company won’t be willing to try out an untested translator on a large job straight away – it’s too risky. So you’re likely to start off with a number of smaller jobs. Once you’ve shown that you’re reliable and capable, you can hope to receive an increased stream of work. But as translation companies can rarely predict how busy they will be at any given time, they are usually unable to guarantee you a particular quantity of work.

3. React quickly

Project managers are generally pressed for time. Even if it interrupts your workflow, you should check your emails regularly (roughly on an hourly basis) and be available to answer the phone. Set up an automated out-of-office reply if you’ll be unable to check your emails for even a few hours. If you work with a translation company regularly, please also let them know any dates when you’ll be on holiday or otherwise unavailable. 

4. Communicate clearly

Avoid long emails and unnecessary phone calls. “I can complete the translation by 12:00pm on Tuesday”, or “Unfortunately I don’t have any availability today or tomorrow”, is all the information the project manager needs. Constructive suggestions, such as pushing back a delivery deadline by a few hours, can also be helpful.

Choose the most appropriate method of communication – as a rule, keeping to emails makes life easier for the project manager. But when you need an urgent reply before you can start a job, or when you have a more complicated question, it’s best to give them a call. 

5. Be reliable

Only take on jobs that you can handle – in terms of what you’ll be translating and how long it should take. You should look through the job carefully before you start and make sure to leave some extra time to allow for any unforeseen circumstances.

6. Deliver on time

Project managers have to be able to rely on freelancers adhering to the agreed deadlines, as late deliveries may have a domino effect and disrupt the entire project workflow.

But if there is an unexpected delay, you should contact the project manager as soon as possible. They will work with you to find a solution.

7. Read the brief

Before you start the translation, take the time to read through the brief. Make sure to use the terminology databases and translation memories provided. If in doubt, ask for a written list of all the requirements. 

8. Be flexible

When a project manager sends retroactive changes that need to be worked into the source text, or a deadline is shifted, or the customer requests changes to the translation after it’s been delivered, bear in mind: the project manager is just a link in the chain. Work with them to find a solution that will make the customer happy. If the additional work is more than you’re willing or able to provide at no additional cost, discuss this with the project manager. Most importantly, always keep in mind that a happy customer is good news not just for the translation company but ultimately for you too, since you’re more likely to receive work from them again in the future.

9. Treat the translation company as a customer

The project manager – and therefore the translation company – is your customer. Being customer-oriented means, for example, measuring the length of a job according to the customer’s preference (per word/per line, source text/target text). If a good customer requests a small additional service as a one-off, such as translating an extra sentence after you’ve already delivered a job, you should be accommodating. If a translation company uses an online portal, don’t insist on delivering via email. Part of customer service is complying with the customer’s wishes as far as possible and financially viable.

10. Keep up to date with technology

Stay on top of the latest developments related to the tools you use. Of course, project managers will be able to help you solve the odd technical issue. But they’re no replacement for your software provider’s support line.

11. Ask questions

We’ve never yet had a customer who wasn’t willing to answer queries about the source text. On the contrary, asking questions shows that you’ve read the text thoroughly and critically – which is an essential step towards producing a good translation. 

12. Be proactive

If you’re missing information that would help you with the job, let the project manager know. For example, they may not have seen that the penultimate paragraph of your text refers to an image, but they will certainly be happy to request the image from the customer. And spelling errors that you notice in the source text, or any other errors you come across in the course of your research, should also be communicated to the project manager. In the end, we’re all working together to achieve the same thing: a good translation and a satisfied customer.

13. Don’t deliver unfinished work

The translation company expects to receive final, fully translated texts from you. Before you deliver, you should have carried out a spell check and cleared up any questions with the relevant project manager. 

Feel free to add written comments, e.g. indicating the source you used for a particular piece of terminology – this will be a great help for the reviser who checks the translation.

14. Be open to feedback

When you receive feedback from the translation company, take it on board. Constructive criticism helps you to keep honing your skills – and praise is of course always welcome! Don’t give feedback on the feedback, unless you find an error in the corrections. Going back and forth is time-consuming for everyone involved without creating any additional benefit.

15. Answer queries immediately

The revisor may have questions about your translation. As they’re usually working to a tight deadline, they’ll be grateful for a prompt reply.

16. Stay in touch

If you used to do regular work for a translation company but haven’t heard anything from them in a while, get in touch. Maybe the project manager you had contact with has left the company, or simply doesn’t have your name quite so fresh in their mind any more. Of course, you shouldn’t overdo it. But a short email (not a phone call or a weekly mailing campaign) can’t hurt.

17. Make time for a personal connection

If you’re on the phone with your contact at the translation company and notice that they’re in a talkative mood, take the opportunity for a quick chat. This makes the working day a little more enjoyable for everyone, and might also make the project manager more likely to think of you the next time they have a job to allocate.

18. Invoice promptly

Submit the invoice for your work as promptly as possible to help streamline things for the project manager. If you do a lot of smaller jobs for a company, it may make sense to send a collective monthly invoice. It’s best to discuss this with the project manager.

Why is language localisation so important and how can you get it right?

66 percent of businesses and 34 percent of consumers are willing to pay up to 30 percent more for a product that speaks their language. What does that mean for your company and your products? Read why localisation matters and which three factors determine successful localisation.

Localisation is the process that adapts a product to the cultural and linguistic nuances of a target market. From software to websites and instruction manuals: If it is to work in the target market, it needs to be localised. And if you don’t notice that the product is originally from a different country, it’s been successfully localised. Translation is one key aspect of localisation. However, to successfully enter a market, products and services must also account for socio-political, religious, economic, and cultural preferences and customs. This can include the altering of symbols, colours, names, music and references, for instance. 

Why should you localise products?

Long-term return on investment (ROI)

According to the CSA Research survey of Fortune 500 companies, businesses that increased their localisation budgets were 1.5 times more likely than their peers to generate a higher total revenue, and twice as likely to augment their profits.

Localised products are catered to a given language and market. This makes them more effective and prone to success. Localised translation is critical for reaching international markets, increasing customer engagement and accessibility, creating positive brand optics, and eliminating support costs. 

Ultimately, fully localising your content beyond mere words will save you time and money by preventing you from selling an inferior product or service that fails to resonate with the target market. 

Risk management

While improving over the years, the quality of machine translation is still unequivocally inferior and when it comes to customer-facing communication, only professional translators will know how to truly localise. Embarrassing cultural or factual errors that can really harm a brand’s reputation. 

However, such errors are bound to occur with translation machines that struggle to process context or content in their algorithms. The same goes for translations created by people who are not fully proficient in a language or don’t fully understand all the many aspects involved in true translation and localisation. After all, speaking a language does not automatically make you a translator.

A professional localisation process is a risk avoidance measure, preventing your entity from producing potentially offensive, illegal or ineffective and inaccurate communications. Poor term usage in operating instructions, for instance, can result in misunderstandings and even accidents. In a legal document, the wrong terminology can put you or your company at fault. It is thus imperative to have your products and services localised by professionals who are intimately familiar with your desired markets.

Uncertainty mitigation

Anything unfamiliar can invoke fear or discomfort, if only subconsciously. In turn, familiarity and having our expectations met helps us relate to a product or service. Properly localised interfaces, for example, mitigate uncertainties through being user-friendly and accessible. Providing appropriate customer support and systematic help as well as comprehensive and understandable product documentation all ensure a good user experience. 

They will also meet customers’ expectations as to how such help is presented, and how users and interested parties are addressed. Effective localisation respects cultural norms and inspires confidence, thus underpinning international sales processes and ultimately boosting performance.

How can you get localisation right?

Qualified language service providers enable you to provide localised services and products without having to compromise the level of technological or complex, industry-specific services you provide. This ensures that consumers of all target markets can access your product comfortably and that new consumers can navigate and adopt your product or service confidently.

By consulting with a professional language service provider, you ensure a high quality, localised product that can generate optimal revenue from the start and avoid a series of revisions and edits to salvage erroneous or culturally irrelevant content.

Are you interested in increasing the value of your products and services? Talk to us about how to localise them!

Barrier-free means much more than accessibility in the real world. With our world shifting from offline to online, there is a growing need to make the online world more inclusive for people with disabilities, from hearing and visual impairments to motor or cognitive impairments. What’s more, barrier-free websites and apps improve user-friendliness for everyone, not just individuals with disabilities. Clear content design is always beneficial. But what should you do to make your content easily accessible to all users?

To be barrier-free, websites should:

• offer a plain or simple language version;
• use an easy-to-read font and clear colour contrasts;
• be suitable for colour-blind users by not using red/green as the sole contrast;
• have a clear structure and not be too busy;
• be compatible with alternative controls (e.g. joysticks);
• be accessible via different browsers/mobile phones (responsive design);
• provide subtitles/sign language for videos; 
• use large buttons and form fields (particular for mobile applications);
• integrate screen readers. 

Assistive technologies, such as screen readers and voice recognition software, are essential tools for people with disabilities. For screen readers to work properly, a website has to meet the following criteria:

The website should: 

• not be too busy; 
• contain descriptions of images, forms and buttons;
• contain semantic markup to help orientation through title, navigation, content, etc; have a clear grid layout and navigation; provide descriptions for form fields.

An additional benefit of following these guidelines is that it improves your search engine optimisation!

Are there any official directives? How can you test website accessibility?

Public websites (e.g. of hospitals, authorities or offices) are legally obliged to implement accessibility throughout the EU (Directive (EU) 2016) 2102). In Germany, this obligation is to be extended to online retail, banks and public transport by June 2025.

Each EU country has its national guidelines, such as the German BITV Accessibility Law. In the United States, website accessibility is subject to the Guidance on Web Accessibility and the Americans with Disabilities Act.There is a host of (free) tools and advice on how to test your own website for accessibility. For those who want to make it official, there is the option of certification (e.g. WACA – Web Accessibility Certificate)

What does language translation have to do with any of this?

Multilingual content is – of course – also a way to boost the accessibility to your website, whether it contains government information or promotes tourist attractions. The more languages a website offers, the more people it will reach.When it comes to inclusion for people with disabilities, the German BITV provides that certain content has to be available in simple language and in sign language. Subtitling of video is recommended. 

Are you looking to add subtitles in one or several languages to your video content? Peschel Communications can help! Contact us now!!

Here are some links with more information on barrier-free websites and tools for checking the accessibility of your website:

General information and tests:

https://www.mindshape.de/magazin/barrierefreie-websites

https://www.aktion-mensch.de/inklusion/barrierefreiheit/barrierefreie-website

https://www.bundesfachstelle-barrierefreiheit.de/DE/Fachwissen/Informationstechnik/Testen/testen_node.html

Laws:

https://www.laoutoumai.de/rechtsgebiete/medien-und-recht/85-pflicht-zur-digitalen-barrierefreiheit-auf-websites-und-apps-bis-zum-28-juni-2025

https://eur-lex.europa.eu/DE/legal-content/summary/accessibility-of-public-sector-websites-and-mobile-apps.html

WACA Certificate:https://waca.at/waca

You may embrace the hype around AI, may want to beam it up to Mars, or may use it where it makes sense. Whatever the case may be, using AI comes with a certain risk – and this risk does not just affect quality. This is where the EU Directive 2024/1689  laying down harmonised rules on artificial intelligence comes in. You may wonder what the risk of AI translation is? You may find the answer in an anecdote further below.

The intention of the AI act is to facilitate “the protection of natural persons, undertakings, democracy, the rule of law and environmental protection, while boosting innovation and employment”. Let me tell those of you who worry that the AI Act will lead to Germany and the EU being left behind in the race to the top that the law is not about sweeping prohibition, but about the responsible application and development of AI tools.

The European legal framework sets four risk levels for AI systems

Risk class	Description	Regulation	Example
Unacceptable risk	Violation of basic rights	Prohibited	Social scoring systems
High risk	Potential high risk of damage	Far-reaching requirements	Credit checks, CV recognition
Limited risk	Human interaction	Obligation of transparency	Chat bots
Low risk	All other systems	No requirements	Predictive maintenance

Source (adapted) https://www.ihk.de/darmstadt/produktmarken/digitalisierung/ai-act-die-eu-reguliert-ki-6261116

The EU Regulation wants to subject AI systems that pose a high risk for the general public to strict rules, or even prohibition. The majority of AI systems do not fall under this category, so there are no restrictions, or merely an obligation to be transparent. While the EU Regulation will not come into full force until 2nd August 2026, some of its rules will be applicable sooner:

• AI systems with unacceptable risk will be prohibited after six months, i.e. from February 2025.
• The requirements for general purpose AI models will apply after 12 months, i.e. from August 2025.

So what does this mean for marketing?

1. Transparency when it comes to AI-generated content 
   • Marking obligation: From August 2026 onwards, “deep fakes” must be marked. These are AI-generated or manipulated image, audio or video content that resembles existing persons, objects, places, entities or events and would falsely appear to a person to be authentic or truthful.
   • AI generated content that is not a “deep fake” does not necessarily have to be marked. Nevertheless, good practice dictates marking such content in order to gain the trust of customers.
2. Quality assurance
   • All AI-generated content should be checked by a competent person prior to publication. This also applies to translations.
   • You should always ensure that the AI has sufficiently considered your company’s context and your target group.
3. Adaptation to brand voice or corporate identity
   • Edit any AI-generated content to ensure that the look and feel is that of your brand identity.
   • We recommend using a style guide to navigate rules and requirements for your company’s content. Please contact us if you would like help writing a style guide.
4. Data protection and GDPR conformity
   • When using AI to analyse personal data or to personalise an advertising campaign, you must always adhere to the General Data Protection Regulation (GDPR). This means that users have to give their consent, and that personal data may not be transferred to third countries with insufficient data protection rules.
   • When using AI to make automated decisions about consumers (e.g. dynamic pricing), consumers have the right to know, and may object.
5. Training and information
   • Create clear guidelines for using AI in content creation and
   • provide training on the relevant rules and regulations for your team. This applies to marketing tools such as chat bots, predictive analytics and content management tools as well as to machine translation.

So what does that mean for AI-generated translations?

The AI Act does not class machine translation tools as high-risk systems. Nevertheless, certain use cases can be considered high-risk, if they affect important aspects of life. Such as the following case: In May 2024, a train travelling through Bavaria was stopped and evacuated, and a man was arrested, following an alleged bomb threat. Federal police investigations later revealed that there had never been a threat. A passenger had wanted to ask a harmless question using an app on his mobile phone to translate from Arabic to German. AI translation errors – which are very common – raise the question of liability. A professional, human translation is covered by the translator’s liability, which is why professional translators always have a professional liability insurance.

In summary: Before using AI tools, it is important to weight the risks. If you are in doubt about a machine-generated translation, get in touch – we provide professional guidance. Simply give us a call or send an e-mail.

Sources:

https://digital-strategy.ec.europa.eu/de/policies/regulatory-framework-ai (AI translation)

https://www.bundesregierung.de/breg-de/aktuelles/ai-act-2285944

https://www.dihk.de/de/themen-und-positionen/wirtschaft-digital/dihk-durchblick-digital/europaeisches-gesetz-ueber-kuenstliche-intelligenz-63750

https://eur-lex.europa.eu/legal-content/DE/TXT/?uri=CELEX:32024R1689

There is no universal definition of Global English. Most of the time, the term refers to a simplified form of English. Rather than a regional or formal language variant, it is a pragmatic simplification of English, which enables non-native speakers to communicate with each other.

What are the rules of Global English?

Since the 1930ies, there have been various attempts to develop a global form of English, or Basic Global English. However, a standardised approach or uniform rules were never agreed on,

which means there is no standard for Global English. That being said, there are a number of characteristics that make communication easier and prevent misunderstandings:

1. Simplified grammar: The grammar is simple, and complex structures are avoided. One example is the simplified use of tenses, such as “I think he has seen it” instead of “He will have seen it“. Complicated conjunctions such as “however” or “whereas” are not used.
2. Simplified vocabulary: Terms are chosen so that they can be understood in most countries and cultures. This means avoiding less frequent words, unusual or regional expressions, or idioms.
3. Direct communication: Statements are kept short and concise.
4. Pronunciation: The pronunciation is kept as clear and neutral as possible, avoiding regional accents.

Where is Global English used?

Particularly in a multinational context, speakers of English try to speak in a way that all non-native speakers understand easily.

• In business: Multinational corporation often use English as their corporate language.
• In science and research: English is the language of science, and Global English allows researchers around the world to publish their work without language barriers.
• In international organisations: NGOs often resort to Global English to get their message across around the world. 
• In tourism A simplified version of English is often used to communicate with international visitors.

The bottom line

Global English is a practical solution for immediate international communication. As a flexible tool, it adapts to the needs of its users from different countries. The definition of Global English varies depending on the context and the purpose, meaning that there is no standard.

Despite its benefits, Global English does not always guarantee communication without misunderstandings and compromise. When Global English is used, the language skills within a group can vary greatly, leading to power differences. And when native speakers join the conversation, it becomes clear that they have the ability to dominate. What’s more, speakers of Global English are bound to make mistakes, and the lack of standardisation means that the meaning can remain rather vague. Everyone has their own cultural background which affects the way they use Global English – and other members of the group may be unable to take that into account. Communication consists of just 20 percent facts – so the potential for conflict is great.

This is why, whenever precise information is to be conveyed, or when emotions run high, expert support is recommended. Professional translators and interpreters can help.

For more than 25 years, Peschel Communications has been providing first-in-class language services. Do you need a translation, proofreading, voice-over or interpreter? Let us tell you how!

In a world where you can get DeepL or ChatGPT to translate a long text with just a few clicks, you may ask yourself why anyone would want to get a degree in translation. The answer is simple: translation is more than just words and probabilities.

So why study translation?

At first glance, translations generated by AI solutions such as DeepL or ChatGPT, look good. And the speed is just amazing. No human translator could ever work that fast. But if you take a closer look, the quality is often less than impressive. A good translation is a lot more than individual words being transferred into another language. 

The misconception that all you need to become a professional translator is to speak two languages fluently is reinforced by the fact that anyone can call themselves a translator. What is often underestimated though, is that translation is about transferring a message and an effect from one language into another. Swapping words without considering the context just will not do. The ISO 17100 standard for translation services defines the competences a professional translator needs.

Language skills are indispensable – but they are just part of it. A professional translator needs a whole range of skills: from cultural knowledge, technical expertise and research skills to terminology management and practical translation strategies. Knowing how to use tools is also key: For decades now, translators haven’t just worked with MS Word and a dictionary: CAT tools (computer-assisted translation) are also part of the process. 

A translation degree will cover all of these aspects.

Which German universities offer programmes in translation studies?

The usual route to becoming a translator is through a Bachelor’s or Master’s degree. The choice of university is determined by the required language combination. If you want to study translation for English, French and Spanish, you have the widest choice of academic institutions. When it comes to specialisations, making the right decision can be a little more confusing. Technical translation is just one option, but you may prefer literary translation or translation for the media. Here’s an overview:

Ruprecht-Karls-Universität Heidelberg

Translation Studies – Bachelor

Translation, Communication, Language Technology – Master

Languages: English, German, French, Italian, Spanish, Portuguese, Russian

Highlights: Wide choice of languages, dual degrees possible

Universität Leipzig

Translation (B.A.)

Translatology (M.A.)

Languages: German, English, French, Spanish, Arabic (M.A. only); and optional languages: Galician, Catalan, Basque, Portuguese, Russian, Czech

Highlights: Wide choice of languages (also minority languages), flexible options

Johannes Gutenberg-Universität Mainz (Germersheim)

Translation (B.A.)

Translation (M.A.) 

Languages: English, German, French, Italian, Spanish, Portuguese, Russian, Arabic, Modern Greek, Dutch, Polish, Turkish

Highlights: Wide choice of languages and many combinations possible, many options

Universität des Saarlands

Language Science (B.A.)

Translation Science and Technology (M.A.)

Languages: German, English, French, Spanish, Italian

Highlights: Strong technology focus rather than practical translation

Technische Hochschule Köln

Multilingual Communication (B.A.)

Multilingual Specialised Communication and Specialised Translation (M.A.)

Languages: German, English, French, Spanish

Highlights: obligatory semester abroad or internship, focus topics in the B.A. programme

Technical University of Applied Sciences Würzburg-Schweinfurt

Specialised Translation (B.A.)

Specialised Translation with Media Translation (M.A.)

Languages: German, English, French, Spanish Italian/Swedish possible

Highlights: B.A.: only for students at the Bavarian college for language careers; M.A.: Focus on Technology, Pharmaceutics and Medicine

Universität Hildesheim

International Communication and Translation (B.A.)

International Technical Communication – Languages and Technology (M.A.)

Languages: German, English, French, Spanish

Highlights: obligatory semester abroad, wide range of options

The bottom line

Compared with other fields, the range of translation degree programmes is limited. But the variety between the individual courses shows that translation is so much more than mastering a language, and that translators learn competences that AI lacks. If you would like to pursue a career in translating, one of the courses above could take you there. A degree is the best possible start into a translation career.

For more than 25 years, Peschel Communications has been providing first-in-class language services. Do you need a translation, proofreading, voice-over or interpreter? Let us tell you  how!

September 30, the feast of St. Jerome, is International Translation Day. This year, the International Federation of Translators (FIT) has chosen the motto: Translation, an art worth protecting.

It comes as no surprise that the professional association feels that our industry needs protection – it has been declared dead many times since the arrival of AI. Often, purchasers of translation services cannot resist the temptation of using free services such as DeepL, Google Translate etc. This has implications for translation agencies and freelance translators alike – the price pressure is rising. That being said, many users of translations have come to realise that machine translation output is often far from ideal. Machine translation makes errors, and automated translations of advertising copy is at best wooden, sometimes even confusing. The general awareness of data protection – and the lack thereof when using free online translation tools – has also made many reconsider. When it comes to interpreting, the potential pitfalls are even more numerous: Depending on the speaker’s pronunciation, language recognition fails, and this can lead to a knock-on effect when the misunderstood content is automatically translated. It goes without saying that machines have no grasp of irony or emotions of any kind.

Are translators a dying breed?

As is the case with other complex activities, AI can provide useful support for human translators, but can never replace them. Human translators understand the intricacies of language, cultural nuances and interconnections, which AI cannot recognise or process. While AI reads lines, human translators also read what’s between them. The translation of certain text types, such as marketing copy or literature, requires human creativity and stylistic adaptations. When a source text contains errors, a human translator will notice, and ask for clarification. A machine will simply translate what’s there. Human translators also ensure confidentiality when it comes to sensitive content, and comply with data protection regulations.

Why translation is an art

Professional translators are university-trained. They are masters of their working languages and have subject matter knowledge, technical expertise and soft skills:

• Comprehensive understanding of how machine translation (such as neural machine translation, NMT) works
• In-depth command of CAT Tools such as SDL Trados, MemoQ, Across, etc.
• Regular professional training to keep up with the state of the art
• Specialisation in one or more fields of expertise, such as law or energy technology
• Strong ability to produce creative, stylistic and culturally adequate translations
• Efficient use of AI and CAT tools to boost productivity and ensure consistent terminology
• Ability to correct and improve machine translations (post editing)
• Sound knowledge of cultural differences and the ability to create translations that work in the target market
• Compliance with confidentiality and data protection rules, which is essential even beyond the legal, medical or business context.
• Strong professional ethos
• Excellent communication skills, enabling them to understand what their clients need, and offer customised solutions
• Ability to consult on how to optimise the translation process and on the most suitable tools and strategies 

The bottom line

Human translators remain indispensable because they can read between the lines, apply subject matter expertise, come up with creative solutions and deliver high-quality, contextualised translations. In some cases, the combination of machine and human translation can save time and money. But doing away with the human part is a bad idea – especially when the text is complex. Translators and interpreters are well-versed in traditional skills (command of language and cultural knowledge) and state-of-the art technology alike.Translators have specialised expertise, a thorough command of language, cultural sensitivity and strong ethics. The undergo continued training to perfect stylistic and technical skills and offer outstanding customer service – unlike online translations. 

For more than 25 years, Peschel Communications has been providing first-in-class language services. Do you need a translation, proofreading, voice-over or interpreter? Let us tell you  how

The EU Corporate Sustainability Reporting Directive has come into force this year. It requires companies with more than 250 employees to include a sustainability report in their management report. In Germany alone, this is estimated to increase the number of companies required to report from 500 to 5,000. Because of the trickle-down effect, a growing number of smaller suppliers of those reporting companies are also affected.

This means that companies that are not required to report may benefit from publishing a sustainability report because it proves their commitment to sustainable business practices. To ensure that your sustainability report reaches a wide audience, it should be translated into all languages your company does business in.

How to write a sustainability report

There are various standards companies can use as reference, such as:

• UN Global Compact standard (UNGC) 
• Global Reporting Initiative standard (GRI) 
• ISO 26000
• EMASstandard 
• German Sustainability Code (DNK)

A sustainability report should contain a company profile, a sustainability strategy, concrete and measurable sustainability goals, facts and figures on resource consumption and pollutant emissions. The sustainability report lies within the responsibility of the management.

So why should you translate your sustainability report?

The language requirements for management reports – which includes sustainability reports – are subject to national laws. In Germany publication in German or English is permitted. The growing relevance of sustainability reports for a wide range of stakeholders means that making the accessible in various languages adds true value. It also underlines the company’s commitment for transparency, and the attention to local stakeholders.The purpose of the CSRD is to make sustainability information more consistent, comparable and reliable. The Directive encourage companies to share their information in other languages to satisfy the needs of stakeholders in different countries.

How to plan the translation of your sustainability report

• The decision on the languages in which you want to publish your report should be taken during the planning phase. The first language version should ideally be the native language of the person writing the text. This decision on which other language versions are needed is based on a stakeholder analysis.
• It’s best to involve your translation service provider at this stage to plan the translation capacities and ensure a quick turnaround time.
• We also recommend talking to your translation agency about which resources and information could be helpful for the translation. That way you can prepare everything before the actual translation is started.
• Decide what file format you would like to use. If you are unsure, you should discuss this with your translation provider to ensure a smooth process.
• Name a contact person who will be available to answer questions during the translation phase for an efficient workflow.
• Make sure that your translation service provider has experience with topics related to sustainability and that they are familiar with relevant regulations and technical aspects.

Peschel Communications has been active in sustainability for over 25 years – this makes us your perfect partner for translations of sustainability reports.

So you have a text and need it in one or multiple different languages? That’s a clear-cut case for translation. Right?

In fact, it’s a bit more complicated than you might think. First you have some decisions to make in order to get a text that ticks all the necessary boxes.

Not all translations are the same, and expectations can differ widely. Below we’ve listed four possible methods that can be used to relay a given text in another language and we describe when each method is most appropriate. These are: simple translation, localisation, transcreation and copywriting. So which method is suitable for which cases?

Simple Translation

When we say “translation”, many people imagine taking the words from one language and replacing them with their equivalents in another. But even simple translation is not as simple as all that. Even if two languages are relatively similar, it’s important to pay attention to the small details so that the translation does not sound awkward or clunky. Just think about idioms – translating those word-for-word would be as useful as a chocolate teapot!

Localisation

Localisation goes one small but important step further than literal translation. Although it remains relatively close to the original text, localisation goes beyond the individual words and places greater focus on their meaning. Localisation is chosen so that the text reads well as a whole. Units of measurement, for example, will be altered to suit the target culture. A localisation exactly reflects the contents of the original and only deviates if the target text would otherwise not be understood.

When do we recommend localisation?

Localisation is most appropriate for technical texts in wich the structure and individual sections of content musst directly correspond to one another. Such texts include:

• Contracts
• Manuals and installation instructions
• Software

What are the advantages of localisation

• Content doesn’t deviate from original document
• Text is easy to understand
• Excellent transparency due to sentence by sentence translation

Transcreation or adaption

With other text types, it might be necessary to move a little further afield from the source text. This strategy is known as “transcreation” or “adaptation”. While linguistic expertise and specialist knowledge about the topic at hand are a given, the translator who produces a successful transcreation must also be well-versed in the cultures in question and have a knack for creative writing. Using transcreation means the translated document will deviate more from the source text in order to evoke the same (emotional) response in both or all languages.

When do we recommend transcreation?

The more a target market differs from the source market in terms of cultural background and society, the more a translation will differ from the original. That is particularly true for texts where emotions and cultural norms play an important role. Such texts include:

• Marketing and website texts
• Advertising
• Newspaper and blog articles

What are the advantages of transcreation?

• Evokes the same (emotional) response as in the original document
• Texts are creatively appealing
• Cultural norms are taken into greater consideration

Copywriting

In advertising and marketing, it can sometimes make more sense to leave the source text to one side and start afresh in the language of the target market. This is called copywriting. Based on a language-independent briefing, copywriters create a text for the target market in question. This enables the copywriter to unleash all their creativity, without the constraints imposed by a source text, in order to create a text which fulfils a certain purpose. In fact, copywriters are not necessarily multilingual; what matters is that they boast exceptional talent in the language in which they write.

When do we recommend copywriting?

There is a huge overlap between transcreation and copywriting. A new text, independent from the original, is most beneficial if the demands in each market broadly differ. Such texts include:

• Texts which form part of a large marketing campaign
• Email campaigns
• Texts and campaigns posted on social media

What are the advantages of transcreation?

• More opportunities to tailor texts to target group(s)
• Even more creative freedom

Check out the following table to compare the different types of translations:

	Localisation	Transcreation	Copywriting
Definition	A translation which has been checked for accurate meaning. Context-dependent terminology, adjustment of units of measurement etc.	The text is tailored to the target audience. It does refer back to the source text, but does so without using it as an exact template	New text, created specifically for the target audience. This is done using a language-independent brief that ensures the same impact in all markets
Speed	Relatively quickly	Needs some time	Needs some time
Accuracy	Reflects content accurately, only deviates if otherwise hard to understand or problematic	Can differ substantially from the literal meaning in order to send the same message; target-market corporate language is used	Can differ substantially from the original while retaining the same effect
Added value	Yes	Significant added value	Significant added value
Cultural implications	No faux pas, easily understandable by reader in target language	Adapted to target culture/market, fulfils the same function as the source text but for the target audience	Anchored in the cultural setting of the target audience
Types of texts	Technical texts (contracts, IT texts, manuals …)	Advertising, marketing, articles	Advertising, marketing, articles
Requirements	Translator needs cultural and technical knowledge in addition to linguistic skills	Translator needs technical knowledge, cultural awareness and linguistic creativity in addition to linguistic skills	Technical knowledge, cultural awareness and linguistic creativity. Copywriter does not necessarily need to know how to translate or speak the source language.

As you can see, there are plenty of questions that need to be answered. Let us help you find the right type of translation for your project. Contact us now.

People often ask me whether my work as an interpreter will soon be taken over by Artificial Intelligence (AI). After all, translators and interpreters are often found at the top of the list of jobs most affected by AI. I find this a little worrying, but at the same time I am fascinated by the progress we have seen in the past few years. So it’s time to find out what AI is actually capable of.

I was able to attend a presentation of an AI interpretation system, which is currently hailed as the “best there is”. 

The setup:

The system was asked to simultaneously translate a speech from German into English, French, Spanish and Italian. The text chosen was the script of a General Annual Meeting. This is a pre-written text, which was read out in clear and accent-free German. As a listener, I was able to select subtitles, or listen to the sound, in any of the languages.

The output:

I am an English interpreter, so I was particularly interested in the English translation rendered by the AI interpreter. The German-English language combination can be expected to be comparably good because the volume of training data is considerably larger than for the other combinations tested here.

The voice of the AI interpreter was male and spoke with an English accent. So far, so good. Listening was extremely cumbersome right from the start, though. The AI interpreter tries not to leave out a single word – which means that it has to speak very fast indeed. The time delay between the original voice and the interpreter was much bigger than it is with a human interpreter. Apart from the speed, the fact that there were no pauses where there should have been – but pauses in unusual places – made understanding difficult. Word stress, pauses, variations in speed and volume of speech were all missing. These are acoustic cues that help convey meaning beyond words. Once I had stopped feeling dizzy, I started concentrating on the actual content of the speech. It was possible to have a vague idea of what was going on, but no more than that. There were some hilarious errors, such as “we have to put a tooth on”, which is the literal translation of a German idiom that means notching things up a gear. For the most part, all I heard were sequences of words without meaning.

The process:

AI interpreting is a process that consists of several steps:

• Step 1: Speech recognition: Even though our speaker spoke clearly and without an accent, the automatic speech recognition struggled. This is a serious problem, since the output of the speech recognition is the basis for the next step, the machine translation. 
• Step 2: Machine translation: Machine translation such as with DeepL has some basic problems that become very obvious here:
  • The machine is a universalist. But our speech was on financial topics. The AI interpreter would not be able to tell whether the German “Bank” should be translated as “bank” or “bench” because it is “context blind”.
  • The AI interpreter translates EVERY SINGLE WORD, but not the meaning. In spoken language, we use a lot of redundancies, unnecessary repetitions, go back to correct ourselves, do not always use correct grammar. The AI interpreter will do the same. Human interpreters smooth out any imperfections, so that ultimately they translate the content and the intention, rather than the words.
• Step 3: AI generated voice. Choosing a pleasant voice and a preferred accent seems to be the easy part. But when we speak, we use a lot of cues that go beyond our choice of words: we adapt and vary the speed, pause, use intonation, vary volume within a sentence – the AI interpreter can’t do any of that.

The verdict:

At today’s level, AI interpreters are not even suitable for simple, non-critical applications. Even though the test I attended did not include any particular challenges, such as a strong accent, grammatical mistakes or cultural references, the output was simply unusable. If there is such a thing as “more unusable”, the translations into French, Italian and Spanish were it. The large group of interpreters who had dialled in for the test agreed that they had not expected the results to be this bad.

The demonstration brought home the complexity of the interpreting process, which is a cognitive performance that depends on words as its building blocks. But building blocks can only be used to construct a stable structure if we actually understand what we are doing. That includes understanding the context, the cultural environment, knowing who the speaker is, who the audience are, and much more. 

As interpreters, we do not translate mere words. We are like a filter that ensures that the output matches the speaker’s intention. Of course we need to know our vocabulary. But we also know who we are communicating with and how to do so in an appropriate manner. In other words, interpreting is a deeply human activity.I am fully aware that this is just a snapshot. Immense investments are being pumped into developing the technology. I have no doubt that we will be seeing progress in the next few years. But we still have a long way to go.

If you would like to book human interpreters for you next event, please do not hesitate to contact us.

With the digital takeover in recent years plus the sudden transition to working from home catalysed by the Covid-19 pandemic, there’s more need than ever to keep an eye out for our vision (no pun intended…). Read on to find out about the dreaded “computer vision syndrome”, how it’s caused, and how to beat it.

Do you suffer from computer vision syndrome?

Do you spend multiple hours a day in front of a screen?

Are you burdened with:

• dry/itchy/irritated/watery eyes, 
• headaches,
• feeling dizzy or nauseous, 
• sensitivity to light, 
• the sensation that you have got something in your eye
• and/or blurred vision?

If yes, then it’s possible you’ve been in the firing line for computer vision syndrome.

What’s more, this issue may affect your sleep since blue light interferes with your inner circadian rhythm by delaying the release of melatonin, the sleep hormone.

But let’s not skew off topic.This issue impacts our physical health and our sleep – for one, that’s no way to achieve a good work-life balance. That’s why we’ve got some tips to help you get to the root of the problem and nip it in the bud.

What causes this problem?

It can be caused by multiple factors:

• incorrect distance from the screen
• incorrect screen settings
• not blinking enough
• wrong/poor lighting
• lack of ventilation, dry heating air 

So how to alleviate the problem?

• The 20-20-20 rule: Every 20 minutes, look at something 20 feet (6m) away for 20 seconds.
• Check your distance from the screen! According to screen size for 50-75cm, make sure the upper edge sits at around 10cm below your eye level. Also tilt the screen 5 degrees backwards. You can also do the “arm test”. If you think you are sitting too close to the screen, outstretch your arm while sitting in your usual working position – if you can touch the screen, you are most definitely sitting too close!
• Check your screen settings: low amount of blue light and a high contrast are recommended, but in general, every person has his/her own preference.
• If you work with multiple screens, make sure they all have the same brightness settings and are located right next to each other (no gap between them).
• Lighting: The lighting in your office is also important. Make sure you have a source of (natural or artificial) light, ideally shining in from the side of your desk.

And finally: make sure you are blinking enough! When staring at a screen we often blink significantly less than usual. Ensure you blink enough to help prevent dry eyes.

Every industry and every business has its own terminology. Here‘s how a company-specific database of terminology helps your company attain consistent quality and brand recognition, saving you time and money. 

The words and phrases you use to describe and identify your company, products and services are your corporate terminology. It may include technical nomenclature, phrases, trademarks, product names, slogans and abbreviations. These reflect your industry’s standards and speak to your expertise. They also make your company recognisable and ensure consistency. 

Terminology management is the process of identifying, storing and maintaining your terminology. The identification of specific terms that are relevant and affiliated with your company is called extraction. Unlike a dictionary, terminology management is organized by concept, not by word. 

Overall, terminology management will strengthen your company’s identity through coherency, relevance, and consistency. It helps you to:

• be recognisable and inspire confidence in your customers;
• ensure quality and avoid embarrassing or even costly mistakes;
• save time and money by having the terms you need at your fingertips;
• ensure your internal communication runs smoothly.

Why can terminology be a challenge and what can you do about it?

No one knows your products and services better than you do. Likewise, you are a real expert in your industry. So why should terminology management ever be a challenge? Here’s why:

• For many terms, there is more than one option.
• Different communication channels and communicators need to be coordinated.
• You don’t speak all the languages for all your markets.
• You might lack a centralised place to store and maintain terms.
• The staff across your company may not recognise the importance of coordinated terminology use.
• Terminology may change over time.

Even once you have identified the relevant terms and phrases, you still need effective processes to document, maintain and communicate your choices and ensure they are upheld. This is all the more relevant when it comes to non-domestic markets, whose language and stakeholders you might not be entirely familiar with. Terminology management enables everyone within your business to use the same language when describing your products, services and processes.

How can you organize your terminology management in all markets?

The key to good terminology management is a centralised location to store and maintain terms. This can be a simple glossary or a multilingual database if you are active in more than one language. Such a database enables you to:

• Give all stakeholders access to the relevant terms, slogans and phrases
• Keep terms consistent and relevant with real-time updates
• Save time and ensure quality and consistency

You also need someone who can dedicate time and effort to maintaining your database and to ensure that the terminology is actually used. A very effective option is to work with your language service provider and tap into their existing technology. They routinely manage customer-specific termbases and can help you to not just establish the right terminology but also maintain it long term. 

Save time and money: a return on investment

Sounds great, but won’t that cost you more money? It is understandable you may view terminology management as an additional cost. However, return on investment is guaranteed through ensuring effective and efficient internal and external professional communication. 

Integrating terminology management will speed up content creation and translation by having a corporate language database with preferred wording at your fingertips. Not only will terminology management save you time and money. It is also a cost avoidance measure, preventing your entity from producing content that needs to be removed or revised – for example because it doesn’t perform, is inaccurate or even illegal. Incorrect terminology can cause significant financial damage. 

You can reduce these risks while saving time and money by employing a qualified language service provider to establish a custom terminology database across all the languages you need.

Curate your global corporate identity and generate a custom terminology database that is right for your company. 

Contact Peschel Communications for our terminology management services.

Why cheaper doesn’t always mean spending less – and what really pays off

In the era of machine translation, why would you invest in an expensive, professional translation? Because what may look like a bargain could end up costing much more down the line! Here’s how you can still save without compromising on the outcome.

Most companies know that outstanding product and service quality comes at a certain cost. They happily invest in talent, research, product development and marketing. But when it comes to selling their products and services in foreign-language markets, the same companies are often more reluctant to part with their money. Is it really necessary to pay so much for a translation? Haven’t we all been told about the wonders of machine translation? Or why not at least use one of the cheaper vendors? Didn’t Jenny from marketing used to live in Spain? Surely she can do a quick translation? Sadly, what looks like saving money on paper doesn’t always cost you less. 

The hidden costs of a cheap translation

There can be several reasons why saving money on translations doesn’t actually pay off.

• Quality

Quality is the main factor leading to hidden costs. You may pay less initially when you opt for machine translation or just any vendor. But will the result actually get you what you want? Without a doubt, machine translation has made great progress in recent years. But human beings still beat machines in many areas – such as cultural know-how and market knowledge, intuition and creativity. What’s more, machine translation often produces factual errors or omits important parts, while cheap vendors may work with inexperienced or unqualified staff and not have proper quality assurance processes in place. This might not matter if all you need is an “FYI translation” that tells you roughly what a text says. But when it comes to product information or marketing materials that will go out to your customers and prospects, surely you want a text that flows, makes sense and does not contain errors. The same goes for the countless “discount vendors” who are all over the internet and translation portals these days. Translations produced this way are not even worth the little money you did pay.

• Reputational damage

The kind of quality issues described above can cause direct damage: reputational damage. You think no one is going to notice a few typos and not so elegant phrases? Don’t count on it! There are many regions, markets and industries where a lack of linguistic quality will be associated with inferior product and service quality. Even worse, it might even be considered ridiculous or – worst case – insulting. Content errors, for example in a package leaflet for a medication or an installation manual, can cause liability issues that jeopardise your entire business.

• Direct losses due to a lack of success

A translation that fails to address the target audience properly or doesn’t serve the intended purpose is dangerous for another reason: If the translation is a fail, you won’t sell. While you might be saving money on the translation, you lose money later by simply selling less or not gaining a foothold in your target market. Don’t forget: You only pay for a translation once – but it will be the face of your product or service for years to come. So while you are paying less money in the first place, a badly translated text can cost you again, and again, and again.

The cost-shifting behind a cheap translation

As we’ve seen, machine or non-professional translations have a very direct impact on your sales and your financial success. But there are also indirect consequences, when costs are simply shifted from A to B.

• Internal capacities and resources

Many companies make do by having translations checked and updated internally. Some even ask their own employees to do the translations, even if they are not qualified for the task. Someone who is a great salesperson or marketing expert is not automatically suited to translate. Here’s the catch: Firstly, paying your internal employees for the time spent on these updates is likely to be more expensive than paying an external service provider.These are running costs. But that doesn’t mean that you’re not paying. Secondly, you’re wasting precious resources. If internal employees are forced to spent a lot of time on translations, they arenot spending on what they’re actually meant to be doing. A sales representative won’t be selling anything during this time. A marketing team member won’t be planning any campaigns etc. 

• Endless editing

  What is often advertised as “could you just quickly double-check that” regularly amounts to many hours of work. Turning a bad text into a good one takes a great deal of time, skill and concentration. Not only do internal employees frequently lack the linguistic skills that are needed to properly understand the source text. They also lack writing skills. After all, being a native speaker of a language is not the same as having a qualification that enables you to write or translate in a professional capacity. Not every sales rep is a linguistic genius. They went into sales for a reason, this being what they’re good at. If you ask your sales people (or anyone else who is not a qualified linguist) to revise a text, you might end up with an insufficiently “corrected” text.  Again, this costs you time and money.

• Complex proofreading and quality control

        Correcting a badly translated text is a lot of work. You might end up paying more to have a text edited than a good translation would have cost you in the first place. Whole passages may need to be rewritten or rephrased, unclear passages clarified. In the end, you’ll have saved neither saved time nor money.

How to cut your translation costs without compromising

So what does this mean for you? If you’re aiming to spend less money on translations it’s because of real economic considerations and constraints. So how can you go easy on your purse without compromising on the outcome?

Fortunately, there are several ways to stay mindful of your translation budget. They’re simply not the ones you might have had on your radar.

• Get everyone on the same page and seek advice

The starting point for getting a good translation is to know what you want to achieve and to let your translation agency know: What do you need the translation for? Who is your target audience? What are you trying to achieve with this text? Are there other documents that relate to this text? Getting everyone on the same page is priceless: Clarifying up front what will save time down the road. You will get exactly the text you need the first time round. Why not ask your translation vendor for advice? What actually makes sense in your target market? What specifics should you be aware of?

• Check and shorten your documents

Finalising your documents prior to translation makes the translation process as efficient as possible. Make sure your document has been internally approved. Any unclear passages are bound lead to questions during the translation process and may require you to update your final text. Your translation service provider can also help you with preparing your source text, for example by proofreading it prior to the translation. Maybe shortening the text is an option? Do you really need a “translation” of names, sources or product names that stay the same in all languages? Are all of the paragraphs relevant for your target market? Are headlines such as “Here’s the intro” even intended for translation, or were they just meant as guidance? Or you might be able to work with diagrams and get rid of some text altogether. There’s great potential here and your translation service provider can definitely help you find the best way.

• Consistency and specialisation

  A good translator is going to ask questions and turn your responses into the best possible phrasing. Of course, specialist know-how plays a huge role here. And no one knows your products and services as well as you do. Put that to good advantage by partnering with one translation agency only. They will get to know your company and your products and apply this knowledge in future translations. Any products or processes that you’ve demonstrated or explained once, you be background knowledge for the next text. There are real efficiencies and savings to be tapped into. And why not opt for a service provider who knows all about your specialist area or your type of text in the first place, for example solar technology or marketing?

Not wanting to spend money on translations can be risky and will actually cost you for years to come. That doesn’t mean you don’t have options: Being well prepared and getting the translation process right will really pay off. Let us tell you how.