Preparing to Communicate with International Audiences—What You Should Know1
Principles
Other cultures think and act differently than we do. What works well in a U.S. business context may not work in another culture (it may even be offensive).
Most mishaps are based on inappropriate selection of words.
The message communicated involves more than just the spoken words.
Gestures and body language can send as strong a message as the spoken word. In the U.S., the comfortable talking distance is 20 inches to 3 feet apart. In most Latin American and Arab cultures, the comfortable distance is 6 to 18 inches—or "close enough to smell the breath," as some Arabs say.
One American laundry detergent company failed to consider differences when it initiated a promotional campaign overseas. Its advertisements pictured soiled clothes on the left, its box of detergent in the middle, and the clean clothes on the right. Because in some countries people read from right to left, many consumers in those cultures read the pictures as "if you take clean clothes and add this detergent, they become dirty."
Tips
Keep it simple. Avoid language, obscure words, when simple ones will do. Avoid lingo, slang, jargon, and plays on words. Avoid humor.
For example, the thumbs up sign means “Gig ’em” for Aggies, but in Australia, it means roughly the same thing as our raised middle finger!
Secure reputable interpreters and translators. Identify individuals who know the terminology of the business or industry that will be discussed. If possible, use a native of the culture.
Back translate. After one person has translated a document into a foreign language, have another person translate it back into English.
When listening, be attentive and paraphrase what you think you heard to check for accuracy.
Take the blame for any misunderstanding. Be diplomatic. Remember, saving face is very important in some cultures.
For example, in some countries it is inappropriate to say “no,” especially to someone you should respect. So, when a colleague says your request “will be very difficult,” she may in fact be declining your request.
Taken from the following:
[1]Texas A&M University System. News from System Human Resources Newsletter."Cross-Cultural Communication Creates Comedy and Confusion." October 1997.