Conference interpreters have to be familiar with the subject matter of an event and know the specific terminology. And that’s not all: They have to be able to tap into that knowledge under extreme pressure, and always keep their cool – even when a speaker talks fast, mumbles or has an unfamiliar accent.

While university training for conference interpreters covers both consecutive and simultaneous interpreting, the most frequent mode of interpreting at conferences is simultaneous interpreting.

Simultaneous interpreters have to be:

1. Fast: Listening, translating and speaking all at once requires super-fast processing skills.

2. Extremely focused: Comprehending what is being said and accurately conveying meaning in another language is only achievable with the utmost concentration.

3. Technically savvy: Simultaneous interpreting requires dedicated technical equipment, such as interpreting booths, headsets, consoles, transmitters and receivers. When it comes to remote interpreting, a good working knowledge of video conferencing platforms is also a part of the job.

4. Good at teamwork: Simultaneous interpreters work as part of a team. They take turns every 20–30 minutes in order to maintain their focus. This means that they need to be able to coordinate and communicate with each other.

5. Versatile and knowledgeable: Interpreting at technical events requires both comprehensive general knowledge and specific expert knowledge.6. Culturally sensitive: Interpreters also have to convey what is said between the lines, based on their deep familiarity with the respective cultures and high interpersonal sensitivity.

The challenges of conference interpreting

Conference interpreters are real all-rounders: They have to be able to work under the extreme cognitive stress of processing and producing language at the same time. Their focus has to be complete – because even a small lapse may lead to far-reaching consequences. Speakers’ idiosyncrasies, such as their accent, fast pace or unclear wording may put an additional burden on the interpreters. At technical conferences, interpreters also have to be able to handle jargon and technical vocabulary – thorough preparation and last-minute review of documents are part of their normal routine. They also have to be sensitive to cultural differences, because understanding and translating cultural nuances and providing context are essential to preventing misunderstandings. Depending on the event, particularly in a political or humanitarian context, interpreters may be subject to emotionally taxing content, which is why psychological resilienceis a precondition.

So, what should interpreters do to be prepared for the challenges of their job?

1. Preparation: Extensive preparation through reading conference documentation and studying technical vocabulary is essential.

2. Self-care: Regular breaks, a healthy diet and sufficient sleep are key to preserving focus and stamina.

3. Ongoing training: Continuous training ensures that both language and technical skills are deepened and kept up to date.

4. Stress management techniques: Breathing exercises, meditation or sport can help reduce stress and boost mental resilience.

What should you look out for when booking interpreters for your conference?

Qualifications and experience: When choosing your interpreters, ensure that they have a recognised academic qualification. Another possible proof of qualification is membership of a professional association.

Language combinations: Which languages will the speakers at your event use? And in which languages do you need a translation? 

Subject matter expertise: Interpreters should be familiar with the subject matter of your event. When it comes to specialised (medical, technical or legal) conferences, documents for preparation are indispensable.

Technical equipment: Start looking into technical equipment as early as possible during the planning phase. Experienced interpreters will be able to advise.

References and recommendations: Ask for references or letters of recommendation from previous clients. Online reviews and feedback can also be helpful.Preparation: Give your interpreters enough time to prepare for an event, and provide all relevant documents (including detailed briefing documents, agenda, list of speakers, presentations) in good time. Having a briefing meeting ahead of the event is always a good idea.

For more than 25 years, Peschel Communications has been offering a wide range of interpreting services. To find out how interpreters can help with your next event, contact us now.

The post Conference interpreting – multi-tasking at the highest level first appeared on Peschel Communications GmbH.

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.

The post Machine translation on trial first appeared on Peschel Communications GmbH.

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.

The post Transcreation – the most creative form of translation first appeared on Peschel Communications GmbH.

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!

The post Translating renewables first appeared on Peschel Communications GmbH.

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.

The post 18 tips for working with translation companies first appeared on Peschel Communications GmbH.

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!

The post Why Localisation Matters first appeared on Peschel Communications GmbH.

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

The post Website accessibility: Is your website more than just user-friendly? first appeared on Peschel Communications GmbH.

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

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

The post European AI Act: how does it affect marketing? first appeared on Peschel Communications GmbH.

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!

The post Global English first appeared on Peschel Communications GmbH.

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!

The post Studying translation – is it worthwhile? first appeared on Peschel Communications GmbH.

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 post Translation – a dying profession? first appeared on Peschel Communications GmbH.

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.

The post The new sustainability reporting and translation obligation first appeared on Peschel Communications GmbH.

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:

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.

The post Four paths to the perfect translation first appeared on Peschel Communications GmbH.

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.

The post AI Interpreting first appeared on Peschel Communications GmbH.

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.

The post How to keep your eyes healthy at work first appeared on Peschel Communications GmbH.

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.

The post Terminology Management – what is it good for? first appeared on Peschel Communications GmbH.

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.

The post Save money on translations without compromising on the outcome first appeared on Peschel Communications GmbH.

Preparing for the international certification for quality management systems was no easy feat, but it helped us further improve our tried-and-tested internal processes. So we are proud of the result, particularly because not many language service providers of our size are able to boast a certified quality management system.

ISO 9001 – tried and tested

ISO 9001:2015 is the world’s best-known quality management standard for companies and organisations, such as schools or hospitals. Particularly in technical industries, the standard is widely used to qualify suppliers by requiring them to present an ISO 9001 certification. The standard covers more than just the products or services offered: Rather than just looking at the value creation itself, it also covers management and support processes, such as strategic product development, IT security and onboarding.

ISO 9001 in a translation company

The lion’s share of our quality management is dedicated to value creation, which in our case is the creation of translations, or the coordination of a multilingual team of interpreters. For each of our services, a clear process has been identified and documented. If you are looking to have your website translated from German into English, for example, the process starts with a consultation with one of our project managers. This is to identify which version of English (British, American or even “globish”) you require to communicate with your customers, and which keywords may be relevant for your search engine optimisation (SEO). Or maybe what you need is transcreation, a creative marketing translation. Once you have placed your order, your project manager will plan each individual process step, such as file management, translation, revision, DTP, etc. According to ISO 9001, each of these steps must be documented.

Let me give you another example: You would like to have a medical letter translated so that your doctor abroad knows what is going on. Here, our quality management system takes effect long before the medical text is actually translated into another language: Quality management also means that we treat sensitive documents with the utmost confidentiality. Another quality aspect guaranteed under ISO 9001 is that all players along the process chain – from the project manager and translator to the revisor – must have an adequate (academic) qualification for the job. Our QM system also has a set process for the selection of linguists, and this process is regularly reviewed.

Risks and opportunities

The recurring theme of ISO 9001 is risk analysis at every step of the way. So, who needs to be able to read confidential documents, who needs access to business secrets? How can we ensure that we can continue working even if our servers should fail? How do we plan our personnel resources so that we always have sufficient capacities – even during a pandemic? Thoroughly understanding our customers’ needs and putting ourselves in the position to be able to meet them is an intrinsic element of our QM system.

This is what our ISO 9001 certification means for you:

You can rest assured that…

• we have a functioning quality assurance system
• we are qualified to help you if your own processes require an ISO 9001-certified supplier
• quality is the essence of everything we do
• our project managers will document your particular requirements and make sure that they are met;
• we will document and take heed of your feedback
• our business processes are subject to a continuous improvement process
• we carefully analyse and weigh risks and opportunities.

Do you still have questions? We will be happy to explain in person what our ISO 9001 means for you. Call us or use the contact form on our website.

The post Quality management with ISO 9001 – added value for translation services first appeared on Peschel Communications GmbH.

As an American exchange student who had never been abroad before, I joined Peschel Communications for a summer internship. I was in for a few surprises.

My biggest takeaway since being in Germany is the importance of language skills. In typical American fashion, I came here without any prior German knowledge, relying on the fact that my classes would be in English and that allGermans would speak English. To my naïve surprise, since arriving off the plane and asking for directions at the Frankfurt airport, language posed the greatest barrier and still remains the largest factor of “culture shock” I experience.

English is not spoken here

For whatever reason, I had a preconceived notion that every tram announcement would also be in English, as would every menu and sign. But this was not the case. For the first time outside of a language class, I was expected to speak a language other than English. While it is a privilege for my native language to be the global language, I now truly believe that no foreign market outside the US will ever be identical, no matter how globalized our world becomes.

Language and Culture

While the German language was my biggest barrier, I inevitably witnessed many differences beyond language – without having to even leave the Western part of the world. Again, in typical American fashion, I will make grandiose, stereotypical assumptions from my glimpse into German culture in contrast to American culture. Many Germans tend to be more direct in communication and can be more formal than Americans (hence du and Sie). Evident of a more collectivist society, Germans rely on social welfare programs and public transportation. German culture seems more traditional through shops being closed on Sundays, the dominance of cash payment and normalized adherence to rules and punctuality.

The need for translation will never disappear

As someone who hopes to work for a multinational company after graduating, I have come to the conclusion that English may dominate the world, but the need for translation will never disappear. Despite studying global markets in the US, it was attending university and interning in Germany that would made the various cultural, historical, political, and economic nuances of the world apparent to me.

Translation encompasses more than just words

American culture, values, and history will never become the homogenous world market and audience. Businesses cannot operate from a framework that merely transfers their specific content into more than one market. Perhaps, my biggest takeaway from my time at Peschel is that translation encompasses far more than linguistics but that products, strategies, references, puns, branding, and visuals have to be translated too when successfully entering new markets (a creative process called transcreation).

Leaving American Waters

This experience has solidified my desire to explore more parts of the world. In doing so, I hope to immerse myself to learn the sui generis aspects that define every culture. I will undoubtedly carry on with me a new perspective and appreciation for translation services that make the world seem so much smaller than it really is.

I had to cross the pond to realize everything I had ever learned was simply American water (culture and social norms). Translators have the task of crossing pond to pond for you so that your entity’s presence can thrive in all target markets.

Contact Peschel Communications for a quote or inquiry.

The post An American in Freiburg first appeared on Peschel Communications GmbH.

For translators, search engine optimisation, better known as SEO, is becoming more and more pertinent to their work. With a growing number of businesses aiming to ensure that customers the world over can find them through search engines, requirements have shifted. But how can translators best implement SEO and incorporate relevant keywords? And what can your business expect from them? We have summarized the most important opportunities and limitations of multilingual SEO for you.

What SEO keywords are there?

SEO refers to all activities aimed at improving the organic search ranking of a specific website by search engines such as Google. One of the most common strategies to achieve this involves incorporating so-called keywords, i.e. heavily searched terms. Experts distinguish between two types of keywords: short-tail and long-tail keywords.

The challenges of multilingual SEO

“We’ve been working on our German website. Could you just translate those keywords for us?” More and more companies have woken up to the fact that potential customers generally prefer searching for and consuming information in their native language. However, giving them access to just that is not as straightforward as the above question suggests.

This is because SEO activities are specific to both markets and languages. Your tried and tested keywords that have caught the attention of so many customers in your home market will not necessarily work the same magic in a different language. So what do you need to know?

Why multilingual SEO is not simply a matter of translation

Take the word “mobile phone”. Even in English, this term will require a market-specific search – because depending on where you are in the world, you might be looking for a “cell phone” instead. Similarly, although the word “Mobiltelefon” exists in German, it’s unlikely to be the word that most Germans use in their search. “Handy” is, of course, the much more commonly searched term and the one likely to reach your potential customers. You’ll find that nearly every term has more than one potential translation, making your dictionary a less than ideal go-to tool for multilingual SEO.

• Search behaviour differs from language to language and from market to market
• Search intent differs from language to language and from market to market
• Direct translations may have little or no search volume
• Not every possible keyword is a good keyword
• Everyday language and technical terminology don’t always correspond
• SEO is more relevant for some sectors than for others
• SEO keywords are constantly changing and must be regularly updated

So how do you best tap into multilingual SEO?

None of this is to say that potential customers in new markets will not be interested in your products and services, and it also doesn’t mean that SEO efforts in other languages will automatically be in vain. Just don’t rely on your dictionary, but rather on language and market-specific synonyms and keywords that have been determined through dedicated keyword research based on background knowledge of the relevant market.

When looking for the right partner to provide you with linguistic support in achieving this, you should ask the following questions:

• Will my keywords work in a different language?
• Which additional, language-specific keywords are there?
• What do search behaviours and search terms in my target country/market look like?
• How can these keywords be used most effectively?
• Does SEO even make sense in my target market?
• How might content need to be adapted or restructured?
• How can I manage my keywords and keep them up to date?

What translators can offer you

How can the right translation company support you in your efforts to optimize your search results? Is a translation the way forward? Yes and no! Translators who know their way around multilingual SEO and know how to implement keywords in other languages are a valuable resource – but only if they meet specific criteria:

• Your translation service provider is SEO-literate and has in-depth experience with your target markets
• Your translation company is able to advise you on your SEO strategy and can conduct SEO research for you
• Your translation company provides long-term support with managing and updating keywords
• Your translation service provider is able to rewrite or restructure content if needed

Don’t believe anyone who advertises simply translating your keywords as an adequate strategy for success in your target markets. There’s way more to it! All the more reason to put your multilingual SEO efforts into the hands of a provider who knows what they’re doing. We’re happy to tell you more.

The post Opportunities and Limitations of Multilingual SEO first appeared on Peschel Communications GmbH.

Nowadays, multilingual content marketing is an absolute must for every company that is active in various countries and markets. But is it possible to simply translate content? Here we will show you what you need to pay attention to and how translation and content creation go hand in hand.

Why do you need multilingual content marketing?

Content marketing is multifaceted and also involves many stakeholders: From the first draft of the strategy to the final print file, you need to find the right messages to bring about the desired effect. Still, even the best content won’t automatically be suited for international marketing. Countries and markets vary in terms of:

• Cultural frameworks
• The popularity of content and social media formats
• The makeup and preferences of marketing personas
• Services and products
• Marketing strategies

What role do translations play in multilingual content marketing?

Marketing is all about appealing to emotions. Research has shown that we react  to emotions more strongly in our native language. But where can you find content for each language? Is translation the right strategy for multilingual content marketing? The answer is yes – but only if certain aspects are taken into account for the translation:

• Cultural and linguistic nuances
• Different wording for the same message, with the same effect
• Appealing to emotions and the target group
• Creative elements, such as wordplays, are adequately reflected
• Potentially also incorporating SEO keywords into online content 

Is there an intersection between translation and content creation?

What exactly does this mean? Aren’t translation service providers supposed to keep cultural and linguistic nuances in mind anyway? Shouldn’t creative, catchy slogans be a given?  Of course the points listed above are relevant for all translations, but they play an even more important role here because content marketing depends heavily on emotion and creativity. In the end, it’s not just a matter of providing information but rather of winning people over!

What can you expect from your translation company?

This need to take creativity into account influences the quality of translations and also changes what is required of service providers. For multilingual marketing, it’s not enough that content is simply mirrored without any mistakes. Translating content involves much more – it’s about being able to write creatively, which means that you need to really understand content creation. And this is precisely where translation and content creation meet. You can and should expect the following from your translation company:

• Creative, culturally appropriate, precise texts or recordings
• Background knowledge of and experience with marketing and content creation
• The ability to convey messages, along with the desired effect and emotion, into every language
• When necessary, consulting on formats and content
• Continuous strategic adjustments to texts and formats

Multilingual content marketing can take many forms – whether a flyer, an image brochure, website content, videos, blog posts, catalogues, product presentations or newsletters. Get in touch with us to make sure that you’re making a great impression in every language. We’re happy to advise you.

The post Multilingual content marketing first appeared on Peschel Communications GmbH.

Use the right equipment

• Choose the right video conference platform. Will the conference be interpreted into one foreign language? Then you’ll need two language channels (original and translation). We will be happy to advise you.
• If you choose to use a video conference platform without a built-in function for interpreting, participants who wish to listen to the interpreters will need to use two devices (e.g. a laptop and a smartphone).
• Make sure your connection is stable. An internet connection via ethernet cable is more reliable than using Wi-Fi.
• Ensure that your internet connection is fast enough. We recommend a download speed of more than 100 Mbit and an upload speed of over 40 Mbit. You can test these speeds at https://www.speedmeter.de/.
• Use a good microphone with a frequency range of 125 Hz to 15,000 Hz (USB headset recommended).
• Don’t rely on Bluetooth connections – they can be unstable and cut out when the device’s battery dies.
• Smartphone headphones with a built-in microphone are insufficient, but are still better than using your computer’s or webcam’s microphone.
• Don’t use a conference phone as these pick up lots of background noise.
• Make sure that your chosen system is equipped with hearing protection that automatically tunes out peaks over 94 dB lasting for more than 100 ms.

Choose a quiet environment

• Find the right acoustics – small spaces, full bookshelves, carpeting and curtains all absorb sound and ensure that everyone in the conference only hears your voice.
• Keep background noise to a minimum. Turn down your heater or air conditioner and close doors and windows.
• Don’t get interrupted. Deactivate your phone’s notifications and hang a “Do not disturb” sign on the door.

Respect netiquette

• Set up your platform so that all participants’ microphones are muted by default.
• Designate a co-host who can mute any participants who have accidentally left their microphones on and who is available during the conference to handle any technical issues.
• Ask all active participants to turn their cameras on for the duration.
• Request that speakers enunciate, particularly with regard to acronyms and proper names.
• Ensure that active participants’ full names appear with their video feed.
• Encourage participants to speak in the language of the conference in which they feel most comfortable – typically this is their native language.

Keep your image professional

• Sit in front of a neutral background with decent lighting to ensure that your facial expressions can be seen. This reinforces what you have to say.
• Position yourself in the middle of the frame, making sure your head and torso are visible so that others can read your body language.
• Look into the camera to give the effect of making eye contact.
• Make sure that your camera is positioned at eye level and that it doesn’t wobble.

Share valuable information with the interpreters

• Make all presentations, the agenda, participants’ names and video clips available to the interpreters ahead of time.
• Hold a test run with the interpreters to clear up any questions about how the conference will be conducted.

Do you still have questions? We will be happy to offer you advice on the appropriate interpreting solution for your next online meeting!

contact@peschel-communications.de

Telephone: +49 761 380969-0

The post Online meetings with interpreters first appeared on Peschel Communications GmbH.

The transitional period for compliance with the European Union Medical Device Regulation 2017/745 (EU-MDR 2017/745, or simply EU-MDR) was supposed to expire on 26 May 2020. Due to the current situation, the EU Commission decided to postpone the regulation’s application by one year.

By this date, manufacturers of medical devices as well as importers, distributors and suppliers in the European medical technology industry will need to be informed of the many new and amended requirements and have adapted their processes, documentation and qualifications accordingly. What’s important for manufacturers — and for us as a translation service provider — is that the language requirements for documentation and thus also for translations for the EU countries where medical products are placed on the market are more relevant than ever.

The EU-MDR applies to so-called economic operators[1] within the EU as well as to those who import medical devices from elsewhere. Here you can download an overview in which we list the points that may need to be adapted from the obligations stipulated in the German Medical Devices Act and the European Council Directive 93/42/EEC (Medical Devices Directive, MDD). Please note, this overview is not intended to be an exhaustive list, nor is it meant to replace a consultation from certification experts.

Speaking of experts, you can always turn to Peschel Communications for a comprehensive consultation regarding the translation and localisation of your texts. We are happy to translate instructions for use (IFUs), labels and trial documentation, taking into account the new definitions laid out in the EU-MDR 2017/745 and other EU terminology. But that’s not all — we are also passionate about formulating advertising texts that are meant to deliver specific images and emotions and that may have a different effect depending on the language. We would be pleased to provide you with references upon request. We have also achieved the international ISO 17100 standard for translation services and received our ISO 9001 certification at the start of 2021.

As regards translation, the translations of most documents couldn’t previously be prepared until the original documents were given the CE marking of conformity. But that has changed. According to the provisions of the new EU-MDR, labels and instructions for use must be translated before being submitted to the notified bodies as part of the technical documentation. That is to say, translations must now be planned much earlier on in the workflow, significantly tightening time constraints. At the same time, the importance of flawless translations for the target market should not be underestimated. Readability is not only crucial for liability issues, where misunderstandings could lead to improper use of the device, it also plays an important role in the product’s commercial success abroad and can affect the manufacturer’s public image.

The new EU regulation 2017/745 places generally stricter requirements on linguistic clarity in order to ensure product safety. This applies in particular to texts intended for the end user (e.g. instructions for use). Not only source texts but also translations must be written in terms understandable to the intended user. The volume of documents to be translated may also increase, since the new regulation now covers products without an intended medical purpose, such as coloured contact lenses and skin exfoliation devices. Existing technical documentation for such products must also be revised before it can be translated into the required EU languages. As an experienced language service provider, we can offer support both in proofreading your medical device documentation for comprehensibility and translating it into a foreign language.

We are happy to translate any of the following types of documents:

• Technical documentation, including instructions for use (IFUs) and manuals
• Labels, packaging
• Documents related to quality management, such as QM manuals, standard operating procedures (SOPs), process instructions
• Flyers, newsletters, marketing brochures, website texts
• Contracts and other legal documents
• Training materials, software and app contents

Contact us for further information or to receive a non-binding quotation!

[1] See EU-MDR 2017/745, Article 2 Number 35 and Article 22(1) and 22(3)

The post Are you ready for the new medical device regulation? first appeared on Peschel Communications GmbH.

Senior Project Manager Andrea Unkelbach is celebrating 15 years at Peschel Communications this year – the perfect occasion to ask her a few questions.

When you first joined Peschel Communications (then still called Übersetzungsbüro Peschel), did you expect to still be working here 15 years later?

To be honest, I did not have any expectations at all. I had just graduated, had no practical experience just theoretical knowledge – and did not have any idea what a translator’s everyday life was like. I learned so much every single day, especially at the beginning. And it quickly became clear that I didn’t really want to be a translator – that project management was what I was passionate about, working in direct contact with clients and colleagues. Over the years, Übersetzungsbüro Peschel evolved, and so did I. There was always something new happening, so I never got bored. That is probably why it never occurred to me to seek out a new challenge.

How has your typical day at work changed in the last 15 years?

The language industry has made immense technological progress in the last 15 years – and we were always at the spearhead of progress. We initially relied on Excel to organise our client and order lists, eventually switching to a simple desktop management system followed by a professional, web-based translation project management software which also “talks to” our CAT tool and email system.

At the beginning, I was able to manage all of our projects on my own. Today, there are four project managers at Peschel Communications, which means that on top of the typical day-to-day management of translation projects, I am also team leader and am involved in strategic development. Every time I think that I can finally lean back and just let things fall into place as they should, something new pops up, decisions have to be made, new processes have to be introduced. There is never a dull moment.

Are there any aspects of your working life 15 years ago that you miss?

Actually, I absolutely love managing translation projects. Today, I have a lot of additional tasks which means that I don’t often have the opportunity to manage a project from start to finish. So I am always happy when I get to step in for one of my colleagues and spend all day managing projects. Talking to clients, juggling projects and making sure every piece of the puzzle fits up until a translation is ready for print – and the feeling you get when everything has worked out – these are the things I enjoy the most and which give me the greatest sense of satisfaction.

If you weren’t a translation project manager, what profession would you have chosen?

I think if I had to choose a new career, I would probably be a pastry chef. But that’s a passion that I have only developed in recent years. And besides, I don’t think I would like the hours.

Of all the projects that you have managed over the years, is there one that has really stuck in your mind?

I remember many projects quite well – for many different reasons. But one of the most exciting challenges in recent years was a website for our longstanding client KNF Neuberger GmbH, which we translated into 11 languages. If you have 11 languages, that means that a minimum of 22 translators and revisors are involved, as well as our project managers, the client’s project managers, graphic designers, web developers, copywriters, etc. Juggling all of that was very exciting indeed.

You have a very wide range of tasks. Which characteristics would you say define a good project manager?

Keeping a cool head when things get heated, always staying on top of things and remaining flexible are definitively important traits to have. When I get to my desk in the morning, I usually have no idea what the day may bring. What may start off as a quiet morning can become really hectic in the blink of an eye. Managing to keep your cool and never losing your sense of humour are certainly valuable assets to have.

How has your typical day at work changed during the pandemic? What new challenges are you faced with as a project manager?

What springs to mind first – and this is probably the word of the year – is working from home. Before the Covid pandemic, I was absolutely convinced that project management from home was impossible. I eventually learned otherwise. Nevertheless, I find it immensely important to be in direct contact with my colleagues, and by direct contact I mean face-to-face and in person. Direct contact allows you to respond to questions much more quickly than by typing out the answer or initiating a video call. I would rather not go back to working from home full-time.

I have also noticed that people have a much greater need to talk than before the pandemic. This is something I have noticed in myself, within our internal and our external, global team as well as when talking to clients. As challenging as these times may be, they have also afforded me the opportunity to engage in many good conversions that I otherwise probably would not have had.

What changes or developments are you hoping for?

Technology is developing fast, and that’s a good thing. I am always curious about technological innovations and can’t wait to see what the future may bring. Digital technology can help us a great deal by enabling automated and streamlined processes. But I truly hope that this will not replace personal contact.

The post 8 Questions for Andrea Unkelbach first appeared on Peschel Communications GmbH.

The WIN-Charta – a German abbreviation for “economic sustainability initiative charter” – is a charter which has been developed as part of the state of Baden-Württemberg’s sustainability strategy for businesses who wish to publicly pledge to act accordingly. Commitment, personal initiative and outward communication form the foundation of the charter. By signing the WIN-Charta, Peschel Communications has committed itself to upholding the twelve guiding principles and continuing to make the company more sustainable. In 2021, we have decided to concentrate our efforts on the following guiding principles of the WIN-Charta:

• Guiding principle 2: Employee well-being – “We respect, protect and promote the well-being and the interests of our employees.”
• Guiding principle 4: Resources – “We work to improve resource efficiency, increase resource productivity and reduce the utilisation of natural resources.”

Employee well-being

These key areas are particularly important to us because Peschel Communications is a small company which relies on close collaboration and a flat organization. Since our workflows require good teamwork, we place great value on honest communication, transparency and empathy.

The well-being of our employees has always played a central role in our company. For instance, we promote continued professional development through internal training sessions on topics such as mindfulness and nonviolent communication, and we offer preventive healthcare opportunities at the workplace. Our routine meetings foster regular communication within the team, from our daily morning conferences to annual or biannual employee development evaluations to the weekly check-ins between individual employees and the general management. Peschel Communications also offers the opportunity to adjust working hours to personal needs. This allows us to ensure a healthy work-life balance. Last but not least, we take part in joint activities to nurture team spirit, including the annual company barbecue.

Steps we are taking toward improvement

• Annual anonymous survey on employees’ well-being
• Training sessions/consultations regarding health (e.g. nutrition, exercise, ergonomics at the workstation)

Resources

We think that we have an exemplary role to play when it comes to resource management, and we seek to shoulder our responsibility to continuously reduce our already comparatively low consumption of raw materials. This means using energy responsibly, travelling sustainably wherever possible and using recycled materials for our printing and advertising needs.

And we are already well on our way. We use 100% recycled printer paper and have sourced our electricity for many years from the Elektrizitätswerke Schönau, a utility that supplies electricity from 100% renewable sources. Instead of purchasing bottles of water, we carbonate our own tap water to eliminate the transport and cleaning of reusable bottles. We make sure that the consumer goods we purchase are locally sourced: Our coffee is always organic and fair trade, our herbal teas come from a local supplier and we buy our fruit from a farmers’ market. Even our consumables (cleaning materials) are environmentally friendly. Additionally, we make sure to only purchase electronic devices such as computers that are of the highest quality to ensure a long service life.

Steps we are taking toward improvement

• Use of public transportation or an electric vehicle for necessary business trips
• Reservations at hotels with the highest environmental standards
• Use of primarily recycled materials for advertising purposes
• Purchase decisions with a focus on sustainability

You can find comprehensive information on the WIN-Charta and other WIN-Charta signatories at www.win-bw.com (in German).

The post The WIN-Charta: Our commitment to economic, ecological and social accountability first appeared on Peschel Communications GmbH.

What’s been getting you down for the better part of a year now? The COVID pandemic? Or is it Covid? (The other version seems so shout-y!) And didn’t this all start with Cardi B yelling something about the coronavirus? It’s all the same, really. Scientifically, a pandemic is an outbreak of a disease that occurs over a wide geographic area (such as multiple countries or continents) and typically affects a significant proportion of the population. The disease in question, which is caused by the SARS-CoV-2 virus, is called COVID-19 (short for coronavirus disease 2019). In English, we like things short, so COVID-19 – or just COVID – has really taken off in our daily language use. Sometimes, we even use the disease to describe the phenomenon as a whole: before COVID, since COVID etc. The Germans do something similar, but they say “Corona.” So, what’s correct?

Nothing is more constant than change

Language is constantly undergoing change. And when national or even global events affect the lives of many within a very short period, new words and expressions can crop up in the blink of an eye. English is particularly inventive in this way, allowing users to verb a noun, so to speak, or create portmanteaus (think: “brunch”) without even having to explain to their conversation partner what they mean. And linguistically speaking, this year did not disappoint. The pandemic has given rise to words such as quarantini, covidiot, situationship, and maskne. Reducing contact with others meant staying home, so we also had to work from home (abbrev’d: WFH – “teleworking” is old hat, unless you’re French of course, in which case télétravail is indeed the preferred term). To facilitate this, employees turned to video conferencing software, and Zoom experienced a huge boom (Zoom boom? You heard it here first!), leading to terms such as zoombombing (like photobombing). Not to mention that in the age of social media, there’s a hashtag for anything and everything worth talking about, hence campaigns to #StayAtHome and #FlattenTheCurve.

Existing terms also saw a spike in usage. Coronaviruses, for instance, were already in existence, even if they didn’t receive much press. And “social distancing” is not a new concept, just thankfully not necessary under normal circumstances.

What gender does the virus take?

Does this happen in other languages, too? Of course! While French is known for sometimes being rigid and avoiding the use of anglicisms, it has seen developments of its own in the wake of the pandemic. The lockdown periods, or confinements, imposed in France were quite strict. During the first one, residents were only allowed outside for up to an hour to do the necessary shopping, and they were forbidden from traveling farther than 10 kilometers from home. Perhaps that’s why there is so much excited chatter of déconfinement, or dread of potential reconfinements. However, there is some debate surrounding other terminology, such as distanciation sociale (social distancing) versus distanciation physique or spaciale (physical/spacial distancing) – similar to the US-UK divide on self-quarantining and self-isolating. Even the grammatical gender of Covid is disputed. L’académie française as well as most Canadian French speakers prefer the feminine la covid as a description of la maladie, or the disease. French speakers in France, on the other hand, claim that the masculine le covid sounds better, as le virus is masculine.[1]

German says it as it is

German is famous for having really long words, and this pandemic has shown the flexibility the prefix of corona has to offer: Corona-Maßnahmen, Corona-Verordnung, Corona-Krise, Corona-Zeit, Corona-Party, etc. (corona measures, regulation, crisis, times and party, respectively). There is also plenty of discourse about facemasks, or Mund-Nasen-Bedeckungen (mouth and nose coverings) to be precise. But in the interest of time, even the Germans prefer Maskenpflicht (the obligation to wear a mask) to the very possible but very unwieldy Mund-Nasen-Bedeckungs-Pflicht (the obligation to wear a mouth and nose covering). Angela Merkel herself made waves earlier this year with her fabricated Öffnungsdiskussionsorgien (roughly translated: reopening discussion orgies) with regard to overhasty excitement surrounding the potential for reopening society after lockdown, expressing her concerns of second and third waves. Speaking of lockdowns and in contrast to their neighbors to the west, Germans have no fear of (certain) English phrases, often incorporating lockdowns and social distancing into their daily dialogue.

Rapidly changing times, rapidly changing language

It typically takes somewhat longer for any observable change in language to occur on the scale we have seen this year. But then again, we will long look back on 2020 as a year in which the entire world was subjected to rampant change. People had to quickly develop strategies to cope, and communication played a key role. What’s going on in the world and how does that affect me? What do I need to do to keep going? What humor can I find in this challenging situation? In our digital world, we are more connected now than ever before, and the answers to these questions lie at least in part in our constant communication and linguistic innovation and creativity. Just like the pandemic itself, this process of linguistic evolution will persist. People will continue to present and assert their linguistic preferences, whether they are logical or not. Who knows what we will be saying in a year from now?

Do you need help with your multilingual COVID-related communication? Contact us to find out more!

Sources

[1] “Les mots de la pandémie entrent dans le dictionnaire. ” Revue de la Presse, August 2020, P. 14.

The post The language of the pandemic first appeared on Peschel Communications GmbH.

When we finally started receiving requests for written translations again, we were ready: we had moved our daily meetings from the usual in-office gathering to video conferences, and VPN connections to the office server made working from home just as efficient as working at our desks. Nevertheless, we were overjoyed when we were able to meet again in person over the summer. We had all sorely missed those casual chats and joint lunch breaks.

When it became clear that international conferences – and even smaller in-person meetings – were not going to be an option for some time, we started working together with clients to develop digital alternatives. These range from interpreting pre-produced product presentations to online consecutive interpreting and simultaneous interpreting from interpreting hubs. Some of these formats are sure to stay with us beyond the pandemic, as they enable access to a global audience at relatively little expense. At the same time, everyone is longing to meet in person again. I think we have all come to recognise the opportunities digital methods of communication have to offer. Yet at the same time, the value of face-to-face meetings has become clearer than ever before.

Even in challenging and confusing times, things sometimes just fall into place: When our project manager Victoria Klotz decided to go back to university, Simone Ruiz Anderer returned to Freiburg after some time abroad. Job sharing was the obvious and ideal solution for everyone.

The Peschel leadership team’s project of the year was once again certification. Preparations for our first ISO 9001 audit in March 2021 are in full swing.

We also continued our commitment to sustainability, which we made official by joining WIN-Charta, the sustainability management system of the Federal State of Baden-Württemberg.

In conclusion, I can only say that we are grateful to have pulled through this year largely unscathed and healthy. And that we can’t wait to be able to celebrate this together in person.

On that note, I wish all our partners and friends the optimism that we all so desperately need!

When we finally started receiving requests for written translations again, we were ready: we had moved our daily meetings from the usual in-office gathering to video conferences, and VPN connections to the office server made working from home just as efficient as working at our desks. Nevertheless, we were overjoyed when we were able to meet again in person over the summer. We had all sorely missed those casual chats and joint lunch breaks.

When it became clear that international conferences – and even smaller in-person meetings – were not going to be an option for some time, we started working together with clients to develop digital alternatives. These range from interpreting pre-produced product presentations to online consecutive interpreting and simultaneous interpreting from interpreting hubs. Some of these formats are sure to stay with us beyond the pandemic, as they enable access to a global audience at relatively little expense. At the same time, everyone is longing to meet in person again. I think we have all come to recognise the opportunities digital methods of communication have to offer. Yet at the same time, the value of face-to-face meetings has become clearer than ever before.

Even in challenging and confusing times, things sometimes just fall into place: When our project manager Victoria Klotz decided to go back to university, Simone Ruiz Anderer returned to Freiburg after some time abroad. Job sharing was the obvious and ideal solution for everyone.

The Peschel leadership team’s project of the year was once again certification. Preparations for our first ISO 9001 audit in March 2021 are in full swing.

We also continued our commitment to sustainability, which we made official by joining WIN-Charta, the sustainability management system of the Federal State of Baden-Württemberg.

In conclusion, I can only say that we are grateful to have pulled through this year largely unscathed and healthy. And that we can’t wait to be able to celebrate this together in person.

On that note, I wish all our partners and friends the optimism that we all so desperately need!

The post Looking back on 2020 first appeared on Peschel Communications GmbH.

Two weeks ago, we addressed the topic of German words used in everyday English. In this blog article, we turn our attention to more specialized borrowings. We explore terminology used in scientific contexts, but also words used in advertising – a field in which inventing new, creative words is virtually part of the job description.

Technical, scientific, musical, and historical words

So let’s turn to another class of words imported from the German language – those used primarily in science and other areas of technical or expert knowledge. This accounts for a sizable portion of German’s influence on English. For example, almost one third of Pfeffer and Cannon’s German loanwords are from the fields of minerology or chemistry. Here is a sampling of nerdier loanwords:

Words for foods and traditions

Another category of words worth highlighting are those related to the food and traditions of German-speaking countries. Many English speakers are likely familiar with (Wiener) schnitzel, strudel, biergartens, and schnapps. Then there is the world-famous Oktoberfest. But perhaps more surprisingly for native German speakers: words like Tannenbaum, bierstube, and even brötchen have been recorded in English dictionaries. And the list goes on: in the Merriam Webster dictionary, for example, you will find entries for lebkuchen, leberwurst, pfeffernuss, pfefferkuchen, and stollen.

Yiddish words

English speakers have also borrowed quite a bit from Yiddish, giving English some vocabulary items that might easily be mistaken for loanwords (directly) from German. Some words borrowed from Yiddish are quite common, such as mensch (and menschy), schlep (or schlepp), schmaltz (and schmaltzy), dreck and schmutz. Lesser known ones include verklempt and luftmensch.

As Wikipedia puts it:

“Since Yiddish is very closely related to modern German, many native Yiddish words have close German cognates; in a few cases it is difficult to tell whether English borrowed a particular word from Yiddish or from German.” [1]

Words from advertising

Finally, let’s look at German words used in advertising. The English language features regularly in German advertising, often with the ostensible aim of evoking coolness, hipness, or youth. But is German ever used in advertisements for English-speaking audiences? Does the German language bring a similar “cool factor” to the advertising of the English-speaking world?

Well, the answer to the first question is a clear “yes”, though it’s safe to say – at least in my experience as an American – that German is a pretty rare sight in advertising. Likely the most famous example of the German language in American advertising was Volkswagen’s use of the word “Fahrvergnügen” in a marketing campaign that started in 1989.[2] As part of this campaign, they featured the slogan, “Fahrvergnügen. It’s What Makes a Car a Volkswagen.” Volkswagen used German again in the 2000s and 2010s, branding itself as “Das Auto.”

Another trend in American advertising, noted by Felix Kronenberg, who wrote a doctoral thesis in 2007 on the “depiction of Germans and Germany in American advertising,” is the use of wunder- and wunderbar:

The most frequent German or German/English word compounds in U.S. American advertising are derived from the German word “wunderbar,” which is itself a common sight in American advertising…The German “wunder” and the English “wonder” are a minimal pair, they only differ in the second letter and look quite similar…“Wunder” and “wunderbar” are easily recognizable; they are foreign and yet not too alien, which can explain their popularity in advertising. (Kronenberg, p. 149)

Both Lufthansa and the German National Tourist Office, for example, told consumers in the 1980s that “Germany is wunderbar.”

The answer to the second question – whether German has a “cool factor” – is less straightforward. Kronenberg observes that “using foreign words in advertising has several advantages. It elicits international prestige and invokes the country-of-origin effect by choosing words that appear to be German, that are ‘typically’ German.” Kronenberg also quotes work by linguist Mary Ellen Ryder and her colleagues, who argue that the German and Japanese language – due to “their modern connotations”– can have a particular effect on consumers:

“…German and Japanese can also be used to convey an impression of scientific or engineering excellence, as in the Mazda campaign promising Kansei engineering or the Volkswagen campaigns using Fahrvergnügen.“

We’ve now come full circle, as this observation brings us back to the technical jargon discussed earlier. It is German engineering savvy that seems to have the most persuasive – or cool – advertising effect, even though Germans prefer, of course, to convey this idea with an English phrase: “Quality made in Germany.”

Sources and Further Reading

[1] Source: https://en.wikipedia.org/wiki/List_of_English_words_of_Yiddish_origin

[2] Source: https://en.wikipedia.org/w/index.php?title=Volkswagen_advertising&oldid=962443622

Online dictionaries and reference works

https://www.merriam-webster.com/

https://www.duden.de/

https://www.etymonline.com/

Books

Cannon, G. H., & Pfeffer, A. (1994). German loanwords in English: An historical dictionary. Cambridge University Press.

Durkin, P. (2014). Borrowed words: A history of loanwords in English. Oxford University Press.

Ehlert, C. (2013). Das Wandern ist des Wortes Lust: Germanismen im britischen Englisch: German Loanwords in British English. tredition.

Kronenberg, F. A. (2007). From trade cards to the internet: depiction of Germans and Germany in American advertising [Doctoral dissertation, Universität Regensburg]. https://epub.uni-regensburg.de/10696/1/dissertation_felix_kronenberg.pdf

Limbach, J. (Ed.). (2007). Ausgewanderte Wörter. Hueber Verlag.

The post “Fahrvergnügen” sounds echt German! … more German words that found their way into the English language first appeared on Peschel Communications GmbH.

Sure, English words are sneaking into German dictionaries at breakneck pace these days, but German has made its deutsche mark on the English language, too. For translators and interpreters who work between these two linguistic worlds, this commingling is important to be aware of. Loanwords (a word that is itself modeled after a German word – Lehnwort!) need to be handled with care by translators and interpreters.

If the meaning in the target language has retained essentially the same meaning it has in the source language – great! Maybe there’s no need to “translate” that word at all (bildungsroman, for example). But if the word has taken on new meanings or connotations in the target language, or sees much more limited usage than in the source language (e.g. gesundheit, which in German means “health”), then we may need to find a more appropriate term (we’ll get funny looks if we talk about public gesundheit officials, after all).

There are, of course, the classics: bratwurst, sauerkraut, lederhosen, autobahn, glockenspiel, kaput and kindergarten, to name just a few.

According to Pfeffer and Cannon, German contributions to English vocabulary picked up steam between the 1750s and the 1950s, with the peak rate – an average of 35 new German-sourced words per year – occurring between 1850 and 1900. So in other words, whether English native speakers have studied German or not, they’ve encountered at least some of the words and characteristic sounds of German, and a great deal of its etymological echoes.

Everyday words

Let’s look more closely at a few German stowaways in the English language, beginning with some words that might come up in everyday conversation or general interest writings. After each of the following words is a brief definition (describing the word’s most common use in today’s English) and possible translation(s) into contemporary German:[1]

You’ll notice that not all of these words can simply slip (back) into German and serve the same purpose they serve in English—an important point for translators and interpreters. This issue of meaning change is especially pronounced for ersatz, which in German does not generally carry the connotation of inferior replacement/substitute and primarily means just replacement. Translators and interpreters are well-advised to be careful with angst, wanderlust, and verboten, too, as they can have different meanings in English.

In the case of foosball, the word never really existed in German to begin with, but its formation drew on the German word Fußball (soccer in the U.S. and football everywhere else), according to Merriam Webster. In Germany, the game is called Tischfußball (‘table football’), the shortened and anglicized foosball didn’t show up in English until 1966.

For language nerds, this linguistic cross-pollination is especially fascinating to observe. But because a word can drift in surprising semantic directions once it lands in another language, good translators and interpreters must stay immersed in all of their working languages to keep an eye (and an ear) on these transplanted terms.

Sources and Further Reading

Online dictionaries and reference works

https://www.merriam-webster.com/

https://www.duden.de/

https://www.etymonline.com/

Books

Cannon, G. H., & Pfeffer, A. (1994). German loanwords in English: An historical dictionary. Cambridge University Press.

Durkin, P. (2014). Borrowed words: A history of loanwords in English. Oxford University Press.

Ehlert, C. (2013). Das Wandern ist des Wortes Lust: Germanismen im britischen Englisch: German Loanwords in British English. tredition.

Limbach, J. (Ed.). (2007). Ausgewanderte Wörter. Hueber Verlag.

[1] The definitions are mostly sourced from Merriam Webster (via merriam-webster.com), Oxford University Press (via lexico.com), the Random House Unabridged Dictionary (via dictionary.com), or Collins online Unabridged English Dictionary (via collinsdictionary.com).

The post Playing foosball in the hinterland – Why German is not as foreign to English speakers as you might think first appeared on Peschel Communications GmbH.

Have you ever wondered about the precise difference between consecutive and simultaneous interpreting? Or even what the proper term is? Is it simultaneous translation or synchronous interpreting? We frequently encounter all sorts of imaginative descriptions of our job, such as:

• real-time interpretation, real-time translation
• live translation, live interpretation
• liaison interpreting, negotiations interpreting, conversation interpreting
• oral translation, spoken translation, spoken language translation, speech-to-speech translation
• booth interpreting
• parallel interpreting, parallel translation
• concurrent interpreting, concurrent translation
• simultaneous translation
• extemporaneous translation
• synchronous interpreting, synchronous translation

While the multitude of terms can be cause for confusion, it’s actually quite simple: When professionals speak of translation, they are referring only to written language. In contrast, the verbal rendering of one language into another is properly called interpreting. And when the interpreter and the presenter speak at the same time, this is known as simultaneous interpreting.

What is simultaneous interpreting?

Simultaneous interpreting involves (nearly) synchronously verbally rendering one spoken language into another while the presenter is speaking. And how is it that the interpreter can speak at the same time as the presenter? Can interpreters read minds? No. Strictly speaking, interpretation occurs with a slight delay, known as décalage (French for delay), and interpreters are simply very well-practised at recognising sentence structures and predicting how a sentence will end.

But why is this called simultaneous rather than synchronous interpreting? Isn’t it the same thing? Not quite. Calling the practice simultaneous actually doesn’t refer to the temporal aspect of interpreting, but rather to the fact that interpreters perform multiple tasks at once: listening, understanding, translating and speaking. If you can remember back in your school days how difficult it was to listen and comprehend what your teacher was saying, while also holding a conversation with a classmate, you might have an inkling of what it’s like. But unlike pupils, simultaneous interpreters can’t afford to lose focus for even a fraction of a second. Intense concentration is needed, which is why simultaneous interpreters always work in teams and switch off every 20 to 30 minutes.

Simultaneous interpreters are in high demand for longer events that are held in more than two languages. They work in teams of two or three in soundproof booths, which allows them to hear the speaker without any distracting background noise. The interpretation is then spoken into a microphone and broadcast live to the listeners’ headphones.

If interpreting booths aren’t available – be it on account of a lack of space or because the interpreting is taking place at an outdoor event or a function such as a factory tour or company visit, where participants are often on the move – tour guide systems can be used.

The difference between simultaneous and consecutive interpreting

While the interpreter and speaker speak at nearly the same time in simultaneous interpreting, consecutive interpreting involves a time delay. In other words, the interpreter waits until the speaker reaches a logical stopping point before beginning the interpretation. This means that the speaker and interpreter take turns speaking. To ensure that nothing is lost during longer segments, interpreters rely on a special note-taking technique.

Consecutive interpreting is suitable for shorter events of up to 1½ hours, such as press conferences or short presentations. In contrast to simultaneous interpreting, technical equipment is not typically needed. But new technologies are also making it possible to provide consecutive interpreting services remotely. Remote interpreting utilises software such as Zoom or Microsoft Teams to provide consecutive interpretation of telephone conferences and video calls. Interpreting studios known as hubs even allow for simultaneous interpreting to be streamed over the internet.

For conversations, liaison interpreting is another option. In contrast to consecutive interpreting, liaison interpreting involves interpreting sentence-by-sentence into and out of each language (i.e. from French to English and then from English to French) and is also offered by language service providers who are not necessarily trained conference interpreters.

Whether consecutive or simultaneous – Peschel Communications would be happy to consult with you personally to determine which mode of interpreting is right for your location and event. We also welcome your questions on organising multilingual teams, arranging for interpreting equipment and identifying possible language combinations.

The post Synchronous interpretation, simultaneous translation or live interpretation – which is it? first appeared on Peschel Communications GmbH.