speaking of zika - ragan communications · zika virus: what you should know leer en español leia...
TRANSCRIPT
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Speaking of ZikaStrategies for multilingual media outreach
Alsy Acevedo
Senior Media Representative
Johns Hopkins Medicine International
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Goals
•Why is it important to have culturally appropriate translations
•How to leverage your native-speaker experts
•How to craft messaging with global resonance
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What?
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Where?
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When?
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Who?
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How?
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2 Zika press releases
Translated to 3 languages
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173English hits
40 Spanish and Portuguese hits
5Mandarin Chinese hits
26% increased media pickup
due to translations
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109English hits
11 Portuguese hits
10 Spanish hits
19% increased media pickup
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Strategize
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Considerations
Audience
Language
Certified Translation Time
Budget
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Know your audience
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Measure success
0
1
2
3
4
5
6
7
8
Spanish Portuguese Arabic Chinese
JHM Press Release TranslationsFY16 and FY17
FY16 FY17
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Reassess and Readjust
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Key Takeaways
•Proper translations pay off
•Diversify your point of view
•Act local, think global
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