Multinational Benefits from Translating PR Content in Russian

Charity

A global translation agency engages Velior to translate the new content added by an international consumer product company to its website.

About the client

In 2011, Velior was selected by a large agency to provide translations for its client, a multinational consumer products company.

This multinational is a well-known company, with offices and production sites worldwide and stock performance consistently beating the market average.

Project background

The materials submitted for translation by the client were the recent additions to its website about charitable giving programs: improving living conditions in developing countries, fighting hunger and extreme poverty, introducing educational initiatives, and disaster relief.

One aspect particularly worth noting is that this company works on the ground instead of simply donating money to an international charity and letting it take care of the details. This approach means that the company selects and manages programs itself, working directly with local NGOs.

The great emphasis they place on managing philanthropy efforts effectively also applies to communicating these efforts through the website—the translated articles are expected to be both error-free and engaging.

Because the client attaches great importance to these materials, the agency was considering only translators meeting the following requirements:

  • Strong command of English essential to understanding and getting across the original meaning;
  • Excellent writing skills for creating appealing copy that does not leave an “aftertaste” of the original;
  • Technical skills critical to using translation memory, ensuring terminology consistency, and assuring quality.

Velior has been closely working with this agency as an English to Russian translation vendor since 2008, establishing a reputation for quality and reliability.

The agency trusts us with critical proofreading tasks and occasionally relies on us to resolve controversies between other vendors who lock horns.

With this kind of background, we were on the top of their list when they got down to selecting translators for this project.

Project challenges

Combining local realities and technical details, this project presented a unique challenge in terms of its subject matter. Not only had the translator to be well-versed in the area of philanthropy and international cooperation, but she also had to be committed to researching various subjects unknown to her.

The articles were written in a very creative and appealing style, with many buzzwords, making them a challenge to translate. Because it was important to keep the style and tone engaging, word-for-word translations were unacceptable.

Choosing a translator

Olga Yakushina, the translator we assigned to this project, did a great job researching words and phrases that were new to her. Through the combination of her skill and research, she was able to create a crystal-clear and engaging translation. It read easily and felt as though it had been originally written in Russian.

Project completion

The translation package included 42 articles (about 16,000 words) already converted to a CAT (computer-aided translation) tool’s bilingual format—quite a challenge to manage.

Editing

To ensure the first-rate quality this agency has come to expect from us, our translation workflow included not only translation, but also bilingual editing by a second linguist.

This four-eyes principle adds value to translations by making it possible to correct errors that the translator overlooked. To avoid any unnecessary or incorrect changes, the editor confirmed all proposed changes with the translator.

My No. 1 job as a Project Manager is to assign each translation to linguists that have the appropriate expertise. In this project, I felt strongly about my choice and it proved to be right.

Vladimir Rusakov
Project Manager, Velior

Following the TM

Employing industry proven translation memory (TM) technology was also instrumental in ensuring high quality. In fact, Velior took over this project from another vendor. It’s not uncommon in such cases for the new vendor to display arrogance towards the existing translations, e.g., to edit them freely to suit their personal preferences, including translations already approved by the client.

However, Velior respected the existing translations, making a conscious effort to reuse and build on them rather than discard or retranslate. We carefully reviewed all 100% matches and high-percentage fuzzy matches and left them untouched unless errors were obvious.

The client also provided a Russian glossary with notes, which we carefully studied and followed to the letter.

Automated QA

With this type of bilingual files, automatic translation quality assurance is essential to make sure all tags, numbers, or untranslatables are present in the target text. Otherwise, the agency may end up spending long hours on QA on their end or face complaints from end users.

The agency’s workload may increase even further if a target file can’t be saved because of the vendor’s failure to check the file for tag issues. None of these issues could have happened in this project, as we checked the files thoroughly before submitting them.

Our QA eliminated any risk of errors such as skipped translation, missing numbers, inconsistencies, or identical translation of different original sentences.

Feedback

Velior delivered all files on time and in full compliance with the client’s instructions, making further QA essentially redundant for the agency so that they could focus on finalization. The agency’s project manager complimented us on punctual and precise delivery. She was also happy about our quick help with the short additional translation requests that followed.

Benefits for the client

The client derived these main benefits from working with us:

  • Adding the Russian translation to their website helped the company communicate corporate social responsibility (CSR) activities to the Russian-speaking audience, including consumers, job candidates, government officials, and stockholders. It also serves a bigger goal of inspiring other readers to promote CSR in their own organizations.
  • With bilingual editing by a second linguist and a round of automated QA, the client received a high-quality translation. It was a good investment towards building a positive brand image.
  • Respecting the existing translations ensured that the new materials were consistent with the similar content previously published on the website. This made the site look more appealing and trustworthy because consistency projects a professional image.

More details

Request a work statement provided by this agency to learn more about our cooperation.

Or contact us for a free consultation about your Russian translation needs.

Category: Marketing translation

Country: Worldwide

Industry: Consumer products

Client: Name available upon request

Task: Translate PR content for the company’s website

Solution: Buying translation from English into Russian from Velior

Advantages:

  • Reaching various stakeholders in their native language
  • Building a positive brand image in the eyes of the Russian-speaking audience
  • Projecting a professional image, thanks to consistency across the website content