Translation in a Time of Long-Term Change

Translation in a Time of Long-Term Change

Published in SEO translations, Translating - General Information, Translation Agency Vienna on 03/04/2020

The only constant in life is change. It’s an old truism that, due to Corona, is more relevant today than it has ever been. Things we used to take for granted now present major challenges. Income streams that were still flowing steadily yesterday have often completely disappeared. As entrepreneurs and as employees, we are currently fighting to protect jobs and maintain our relationships with clients. Now more so than ever, staying optimistic is part of our corporate responsibility. We know that the shock of a crisis, as terrible as its consequences may be, in the end often proves to foster positive developments. This can also hold true for the translation industry.

Possible effects of long-term behaviour changes

The rapid global spread of Corona will have a lasting impact on our behaviour. To some extent, companies will become accustomed to doing business at virtual trade fairs, using video conferencing to organise sales talks, and perhaps even flying less. We might realise that this necessary reduction of business trips could also have its benefits: both for our own health and for the environment.

Social distancing measures put greater emphasis on the written word

While visiting clients on site can mean taking a charismatic and personal approach, it is all but impossible to achieve the same effect using video conferencing tools. This is exactly why reducing the number of business trips significantly increases the importance of professional, culturally sensitive translations of documents and papers. Translations that respond optimally to intercultural challenges are not only needed to accurately convey information about your business, products and services. Even more so, they can build trust by serving as a permanent flagship of your company.

Translations done by people for people

Machine translation is here to stay. Yet, the future of the translation industry lies in an entirely different area. Professional translations provide added value by combining digital competency with human expertise. What we need are translations done by people for people to reach the heart and mind of international business partners and build the necessary level of trust among clients.

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