Before employing translators to help communicate campaigns and important information, businesses must understand the audience they are catering to and must know their translators’ background and qualifications. Without this foundation, companies could suffer from an image problem and people may misinterpret their messages. Those were the key points made at the translation seminar named “Enhancing Communication through Translation: Putting the Pieces Together,” which was held May 17 at the Clark County Library. In conjunction with Language Sources, a local firm specializing in marketing, public relations, community outreach and language services, the Latin Chamber of Commerce invited panelists from a range of professions to discuss the growing need for translation services and the best approach to managing a translation project. The seminar was part of the business development segments offered by the chamber to enhance entrepreneurs professional knowledge on a variety of topics. More than 100 attendees participated in the one-day event.

The panelists included Maria Marinch, president of Language Sources; Angelica Quiroz-Maralason, public information coordinator for the Southern Nevada Water Authority; Iria Gonzalez Liano, visiting professor in the foreign languages department at UNLV; Dr. Giuseppe Natale, associate pro- Effective Communication \ by Afsha Bawany, Language Sources fessor in the foreign languages department at UNLV; Karen Bramwell-Thomas, public relations manager for the Las Vegas-Clark County Library District; Roberto Perez- Irausquin, multicultural marketing manager for Cox Communications; Gaby Jurica, advertising manager for the Las Vegas Review- Journal and El Tiempo Newspapers; and Lena Delgado, account services supervisor for Virgen Advertising Corporation.

There is great value in hiring bilingual employees, the panelists said, but they cautioned that employers should evaluate a translator’s familiarity with the culture they are translating to and if they are strict or liberal translators. Depending on the region and dialect translators are familiar with, a word or phrase can be misinterpreted, so translator project managers should carefully explain their purpose and objectives. What is an easy or catchy saying in English may not carry over very well into other languages. Because creative advertising can be a challenge, some companies are developing campaigns in several languages to ensure that the right messages are delivered. That’s why translators are advised to know the culture they are translating for and to ask many questions about the project.