Foreword
It is believed that the methods of PR are the same everywhere. This is true, but only at the initial stage of cooperation between the client and the PR-agency say, within the framework of the subscriber PR-service. The general algorithm of action looks like this: define the target audience; make the base of the media with the potential to write about the client; make monitoring of the competitive environment, to develop a communication strategy, a plan PR-activities and to find out whether in the near future events that are similar in theme with the customer's business to take part in them.
The general algorithm of the fact and the general to play a leading and guiding role. But in each business has its own pitfalls, taboo or "hackneyed" methods. And most importantly, in every profession, which embodies a particular business, there is a bottom line - the "Golden Section", "Moonstone", "absolute idea", "point of reference" - in general, the origin. When comprehend the essence of the profession / activity / product, that is their particular philosophy - to plan their progress already much easier. We can say that the line of public relations is built itself by understanding the nature of things. I propose to consider the characteristics PR on a concrete example. I'll show you where, in my opinion, is the philosopher's stone of translators, what are the characteristics of its use, which is unused capacity, and where already expired, and offer a few ideas.
Metaphysics, eclectic and dialectic profession
PR-strategy and methods of promoting my first translation company emerged when it became clear the following: "By the birth of the translating profession had a hand in God himself." Remember the parable of the Tower of Babel. People built it, speaking a common language. They tried thus closer to Heaven. God was angry with them and mixed all the languages of people. And from that moment, and to use an interpreter. This is a guess - obvious at first glance, but for some reason many incomprehensible - confirmed at the first public celebration of the International Day for the interpreter when the word took the greatest interpreter of the XX century Victor M. Sukhodrev.
The First Book of Moses. Genesis. Chapter 11 verses 1-9:
"And the whole earth was of one language and of one speech. And they said ... let us build us a city and a tower, whose top may reach unto heaven, and let us make us a name, before we be scattered abroad upon the face of all the earth.
And the Lord came down to see the city and the tower, which the children of men builded. And the Lord said, Behold, the people is one, and they have all one language; and this they begin to do, and nothing will be restrained from them, which they have imagined to do; Let us go down, and there confound their language, that may not understand one another's speech. Therefore its name was called Babel, because there the Lord confused the language of all the earth, and from there the LORD scattered them over the whole earth. "
President of the Union of Translators of Russia Leonid Gurevich Ocherovitch at every opportunity does not get tired to remind you that at one time Peter said: "Separately, in the train, keep the interpreters and other scum! ..." And at the same time carefully explains that the baggage was stored the most valuable - wives, products and ... translators. Appreciated! More precisely began to appreciate. After all, as you know, at the time of the Golden Horde, - said the former head of the Soviet translators at the UN Vladimir Yakovlevich Fakov - interpreters take on all the negotiations with the Golden Horde, but, unfortunately, back to back without them: kill as unnecessary witnesses. "On the other hand, the education of young translators was delivered in Moscow on stream," - he joked bitterly.
And here is another famous movie translator Leonid Veniaminovich Volodarskij, believes that there is no interpreter of the mission. There is a craft, work hard teaching, and not less than a chore. And even the type of holidays Day interpreter, in his opinion, do not need to celebrate, (and indeed, most of the translators, at least in Russia, meets September 30 - International Translation Day - at work).
There is also an interesting contradiction within which work the translators themselves. The aforementioned Victor M. Sukhodrev believes that "you can translate everything." When a translator during translation has been found adequate word - (remember the famous political momentum "show gruel" of Khrushchev and "circumcised" by Vladimir Putin) - the problem is not the language, and the translator.
The interpreter Viktor Golishev believes that "translation in general can not be." There are only a transposition of meaning from one national culture to another - no more and no less. That's why he said in an interview: "Translation - secondary occupation, this reflected light. Lousy book well can not be translated, and on the evaluation of transfer always affects the original score. "
While there may be differences of opinion respected masters of translation based on the fact that Sukhodrev - interpreter and Golishev - Written? However, the translation agency "full cycle" (providing interpretation and translation), work in these fundamental limits. But one must not only work, but also to promote their services.
And by itself and formed a strategy for promoting a company engaged in linguistic translations. The overall mission - to promote the image of the profession of an interpreter; mood - feel the high destiny of the profession; The main task - to translate all: oral (endeavor to do so at the highest state level), untranslatable written; tactics and methods to truly eclectic and dialectical - do things paradoxical at first glance things for the profession of interpreter itself is paradoxical and, of course, work, work and work again.
Contradictions - the engine of progress
The main contradiction that is necessary to overcome those who promote translation services lies in the essence of the practice of translation. Translator by definition and even the job description - refers to the protocol policy measures - should be unobtrusive. But as to be invisible, if the main condition for promotion - the brightness and expressiveness of style?
There are two ways forward: to follow the rules - artificial or real, or stand, borrowing techniques from other fields, for example, from show business.
Abide by the rules - it means to be a classical company ("Alpha and Omega", "interpreter", "Translation Center them. Bauman", "Intent" and others.). It is necessary to turn out a story: an elementary work, work and work, till all be fulfilled "10 years in the translation." Comply with the rules can be artificially if will draw to the process of moving the legendary interpreters. Their graceful light will be shed on the new company too. Well, if you want to move bright, something catches show business stars. How? After all, the unit fees Russian stars are comparable to the monthly profit translation agencies. Very simple - it is necessary to translate the stars! ("Prima Vista", "TransLink" and others.)
And you can also combine classical and non-standard ("Exprimo"). In general, those who have managed to overcome, for the most part, the psychological barrier of "stealth translator", and those won in terms of image.
Some may argue: "The Barber also figure invisible". From here, then all the image problems. In this case, the translator put in the category of service, and the usual service (nothing derogatory in this word is not present). A translator - it is not a service. Specifically, not only the service. This is a real Business Support.
It should be noted that now the promotion of translation companies, and indeed new firms due to various reasons, one of which was the ordering of the advertising market.
Everyone knows that advertising - the most active motor trade. Otherwise she would not be so expensive! ... In the middle of the 90s in St. Petersburg incredibly loud just by advertising became known translation company "Ego Translating." It should be noted that this brand recognition, which has an "ego Transleynting" in St. Petersburg, there is neither a translation company in any one city.
half-empty glasses
Professional holidays - a good reason to declare itself. In fact, professional holidays in the translation profession is not so small as it may seem at first glance.
February 10 - Day of the Russian Diplomatic Service. Diplomat as anyone else associated with the foreign language. Especially that diplomacy - is the Foreign Ministry, and Ministry of Foreign Affairs - is the highest school of translation. That team of translators Linguistic Department of the Ministry of Foreign Affairs is a kind of translation agency for senior officials. By the way, there is a separate holiday Diplomatic Service in Ukraine, and probably in other countries ...
March 20 - International Day of the Francophonie, the day of all French-speaking. Surely, if you search, you can find all day speaking in English, Chinese or even some language.
May 21 - Day military interpreter. Are there any day medical interpreter and technical translator and legal?
September 26 - Day of European Languages. By the way, why not establish a "Day of Oriental Languages"?
September 30 - International Translation Day, established by FIT (the International Association of Translators). What established member of FIT - Union of Translators of Russia? Let's help him!
Thus, glasses for professional holidays should not just be half-filled, and full to the brim. Each holiday interpreter - a reason to declare the existence of the profession.
Search for a translator with a lantern under a microscope
Somehow clearly seen reluctant to contact commercial translation companies with translators of fiction. Well, what if the volume of orders in this area is not great. But how dear this spool! He's on everyone's mind, at least. Awards in the field of literary translation a lot, so the so-called co-branding of shares can be made inexhaustible number. "The main thing is to take, and take up the mind," - said the heroine Catherine Simonova in a famous Soviet film.
Why has not yet conducted a global study of the history of the translation? Attempt in this direction has taken an international translation company "Exprimo", which found in the history of the world with the name of the translator. Incidentally, the translators were people such as Aristotle, Cicero, a little closer to us - S. Marshak, N. Karamzin. And among still alive have translators TV presenters and even one translator billionaire!
And yet, still not organized any award in the field of commercial translation. A good step in this direction was the award-winning "For achievements in the development of translation services market", organized by the magazine "Who's Who in Translation." It is hoped that such a celebration of the best and will continue this year with the objective position and supported by authoritative experts in the field of applied linguistics.
Byword
"Lost in Translation" - this is the most hackneyed expression that is used and continue to use in their articles the journalists writing about this area. We can assume that the phrase "Lost in Translation" was screwed because by and large, the first Russian film about the translation work from the time of "Autumn Marathon". The second was "The Interpreter" with Nicole Kidman, and the third well-known, I hope, will be the "Russian translation."
Leonid Volodarsky - the most famous videoperevodchik, the translation has no relation with the exception of headings «How do you do English?» In the morning radio show "Silver Rain". Dmitry Tufts (Goblin), it must be said, has never been involved in advertising campaigns translation bureaus.
Victor Sukhodrev - the most famous statesman translator who worked with Khrushchev, Brezhnev, Andropov; author of the book "My language, my friend." The first question that arises from the journalists when referring to Victor, it's "Do you have translated" gruel "? I must say, in this conversation with the most respected interpreter can be completed. Victor Sukhodrev had nothing to do "kuz'kinu mother." Meanwhile, you can have a lot to ask of young interpreters working with top officials of the state now.
Translator in the arts and InfoSpace
Prior to 2005, films about translators shot is really small, that is, did not take off at all. And only in the last two years, there was at least two of the film "The Interpreter" by Sydney Pollack, and the series "Russian translation", based on the novel by Andrei Konstantinov "Journalist" from NTV-movie, which was supposed to come out in theaters in February.
And books about translators lately do not, except for the memories of Victor Sukhodrev "My language, my friend" (a long time, by the way, was not reprinted). And in early 2007 Ulitskaya released book "Interpreter." For the profession as the title of the book the author should express gratitude.
In the mass media programs about translators or on the radio, not counting headings «How do you do English» from Leonid Volodarsky, much less on television is not. In my opinion, a television program would have walked, on a format reminiscent of the "clever and clever," where they discussed issues of international communication. In today's globalized world, this niche is clearly a gaping void.
Perhaps the development of media-space radio and television translators seem too costly. And it's true, if we have in mind only the financial sponsorship. But you can try to get on TV with a ready script. Good ideas are needed by all!
It should be noted that the translators gradually matched to the development of media, production of corporate publications - newspapers and magazines - having to draw attention not only internal, professional, but also external audiences - potential customers, young professionals, government organizations. Among the publications of this kind can be called: "Who is who in the world of translation" (Guild), the newspaper "translate" (TransLink), the journal "Egoist" (EgoTransleyting) and "ProfPerevod" (Logrus), «Handmade» (Neotec). Worth noting that the first translation of the media appeared in the field of scientific and literary translation, perhaps because the industry in Russia is more developed than a business transfer (15 years turned the industry in 2006). The first translation of the journals can be called "Bridges" (published by "R.Valent"), the magazine "World Translation" (AB); there are younger - the magazine non-literal translation "Bench languages", scientific and art magazine "Translator".
Comments and interviews with translators media take reluctantly, if it is not "success story" for business publications, or the problem of training personnel for the translation of publications HR-topics. Although CEOs translation agency, often the former translators, could tell a lot about the back side of diplomacy, because they know the international relations literally inside. However, turnover and market transactions translation journalists interested enough, they are too small to overcome that at least the "threshold barrier of 1 million dollars."
Actually translation information resources are concentrated mainly on the Internet. They are pretty scarce - no more than 15 sites, but gradually began to develop corporate blogs and communities ("Professionals interpretation», Ru_Translate - part of the 50 most widely read).
Together cheerfully to walk
To promote the interests of themselves and their industry to be created various associations. On the translation market are practically no.
NACP (http://www.napcom.ru/) - from the "National Association of Translation Companies" website has become a reference portal, and the association itself drowned in corporate wars.
Thus, at the moment in the commercial translation industry no-active and professional associations in question the very idea of its creation. We directly translators such associations is:
Union of Translators of Russia - JWP (http://www.translators-union.ru/). Corporate or associate members of the IDB are some translation companies Neotec, Fonetix Translation, Mark Business Translations, Glagol Translation Group, Brain Depot.
National League of Translators (http://www.russian-translators.ru/). National League of Translators (NLP) - a professional association, founded and incorporated in 2004 in Moscow by experienced translators practitioners who feel the need to coordinate their efforts to be more successful in the Russian market transfers.
City Translators (www.trworkshop.ru) - an informal association of mainly freelance translators. Leaders of many translation companies see this resource as "crowd of idlers." Freelancers do not really give a miss. Their latest project, "Scrooge-beef", aimed at promoting the idea of "Translation - once the mediator refer directly to the translators!" Had great resonance in a professional environment. And representatives of the agencies continue to guide the basic PR-efforts to promote the need for corporate transfers is through translation companies, although they should be first to work with interpreters.
The quality of translation - in the first place!
In the translation industry problems with the quality of services are common. Affects a large influence of the human factor. Therefore, in this light, becomes an important debugging process with the Complaints, bad reviews and complaints to reassure the client, to convince him of the only such cases and non-proliferation of this information. Because the image is the image, but the company's reputation, making stable quality translations remain the decisive argument when choosing a provider of linguistic software.
I want to say that to promote, in particular, to PR-activity translation companies need to start only when clearly laid out and stops of a stable quality of translations. Otherwise, customers lured by classy PR-over, can remain very disappointed and spread the news on the unwholesome. If we consider that the interest from potential customers Translation occurs precisely at good recommendations to work with customers of translation services must be treated humanly possible.
Total
In summary, PR in the field of translation services, on the one hand - a thing quite complicated, since the active development in this area of the company has to overcome a number of significant contradictions, balancing and intelligently combining different aspects of the activity. On the other hand, it can be quite exciting and profitably as possible actually inexhaustible.
