TRANSLATION AND COMPANY IMAGE

What happens to a company’s image when its translated correspondence such as that absurd memo (see “Why We Are Still Decades Away From Quality Automated Translation Software”) is sent outside the organization? A company succeeds – or fails – according to the image it projects, and to a large extent, that image is projected through the company’s correspondence. Remember, to communicate means to share, to have in common. The memo writer and the Seattle translation services company he hired, obviously did not “share” information with his department heads; he seemed more concerned with trying to demonstrate his intelligence by using big words and jargon ridden phrases. (Or perhaps he has never taken a course in Business Communication.)

Whatever his reason, he failed miserably because he neglected an important rule in communicating: Use plain English – that is, English that avoids jargon, pompous or overblown language, confusing sentence structures, and other stylistic blunders that make writing unclear.

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