Interpretation and Working with Interpreters

Reading

Common courtesies of an efficient use of an interpreter:
8. When staging international meeting, first step is to designate
    the official language for the congress, convention, meeting.

9. Simultaneous interpretation is often used for plenary sessions,
    and consecutive interpretation is for workshop or smaller groups.

10. Special care should be taken when producing name tags, titles,
     conference proceedings, program agendas, program book, handout
     material in languages.

11. When possible, provide simultaneous interpreter text of presentation in advance.

12. Find a way to thank interpreter and translator in public or privately, due it is not an
     easy job to make communication through interpretation.

Do not forget to include cost of equipment, technician, personnel required to coordinate
distribution and collection of headphones during session, when charging simultaneous
interpretation service, due we are responsible for any loss and damage caused.

You get what you pay for.
Always look for the best and the most professional experts. This is one area where lack of
experience and professionalism can destroy the most important meeting or trade show.

Letter of suggestions of how to work with interpreters:

Dear speakers/panelists,
In order to deliver your message accurately, with a quality translation to your non-English
speaking audience, the following suggestions may remind you on conditions which you might
not aware of:

Diversity audience,
Clear articulation and slower delivery (not too slow) would be beneficial to audience who would
like to listen in English and helpful for translation when speak through the microphone.
Tempo is critical for audience to understand.

Linguistic approach,
A complete Mandarin interpretation is almost double of length of English speech. (English 120/min, Mandarin 200-250/min), so, speak slowly.
Sometime are carried away speaking fast to audience with same professional background.

Technical issues,
Do not flip to next slide immediately after done with last bullet point of PowerPoint slide.
Leave a 3-5 seconds time gap between English and the translation and a few seconds before
going to the next slide.
Try not to give too much jargon. Jokes are also impossible to translate properly.

Help us to prepare your speech.
Provide speech draft, PowerPoint, outlines, etc. 3-5 days in advance for our preparation.

Q&A
Duty of moderator or the chairperson to manage the Q&A as follows:
1. Make sure the participant is given a wireless microphone before he/she speaks.
2. Ask audience if the question is in English or in Mandarin so that you have time to
    put on headset.
3. If you do not understand the question, ask the participant to rephrase or repeat
    the question.
4. Spontaneous translation does not give the interpreter spare time to explain, only
    to produce a sound translation of the question, so, sometime you will hear a
    strange translation.

As you are our valued customers and your attendants are your valued clients, the above
observations may help everyone in the team to render an outstanding performance bridged
by two languages, leading to win-win customer satisfaction for all parties.

Interpretation and Working with Interpreters

Terminology

Translation
通常指的是筆譯,是將使用某一種語言所書寫的文件,藉著翻譯人員
的專業能力翻譯成另一種語言.
We would like to hire a professional to work out this translation.

Conference Interpreter
大會口譯人員,各種國際型會議基本上只要有外國講員發表論述,
為體恤本地與會者語言能力,多半會安排當地母語與外語的口譯服務.

Simultaneous Interpretation (SI)
同步翻譯,指的是在極短時間內,同步時間指的是15~20秒內,將演講者所說
的某種語言或論述,藉著專業翻譯人員的能力及口譯設備立即用另一種語言
翻譯出演講者的本意.

Consecutive Interpretation (CI)
逐步口譯,指的是將演講者所說的語言翻譯成另一種語言,但是在演講者說完
一段後才會進行傳譯.

Official Language
指定語言,指的是在某個組織或社團指定某一種或數種語言作為會議議事所
使用的語言. 一般指定語言不會超過四種.

Relate Interpretation
連結式同步翻譯,指的是許多語言可能在大會舉辦當地並不完全具備,而必須採用
連結式同步翻譯來進行大會議程.譬如在台灣找到直接由阿拉伯翻譯成西班牙文的人才
是很困難的,因此我們可以找尋由阿拉伯語翻譯成中文的人才, 再由中文的接收轉換成西班牙文.

Interpreter's Booth
翻譯隔間,為了協助翻譯作業的順暢進行,基本上大型會議中心多半設有固定式翻譯,室內設有
翻譯主機及切換頻道設備,以及口譯員機,甚至有設置顯示螢幕以增加翻譯效率.

Reading
Interpreting: Spoken words.
Translation: Written words.
Using in a convention, trade show booth, meeting room, conference papers or proceedings.
Forms related of Interpreting and Translating
Simultaneous Interpretation
Consecutive Interpretation
Technical translation
Legal language translation 法務相關
Free-lancers or Full time corporate translator 個人接案 自由

Simultaneous Interpreting:
Conversion from one language to another as a person speaks, words marching along slightly
behind but apace with the speaker.
The most demanding of interpretation and more inclined to possible error.

Consecutive Interpreting:
Like a tennis match, converts words after speaker speech.
Doubles the time communicating
Gives speaker more time to think in pauses.

Common courtesies of an efficient use of an interpreter:
1. Brief interpreter dress code in advance.
2. Make certain that rank, title, position be translated slowly and
    thoroughly. Doctor/Professor/Lawyer/Engineer.
3. Avoid lingo, jargon, buzz words.
    Do not play on words or technical terminologies.
4. Humor is hard to translate. Guests get confused with cultural background,
    twisted meaning or current events they are not familiar with.
5. Pause between sentences.
    Speak short, in compact phrases allows interpreter time to convert.
    Agree in advance about the length of phrase to use between pauses.
6. If have charts or visual graphics on screen, give interpreter time to explain each one.
7. Body language and facial expressions and other signs of emotion should be properly
    used in presentation.

Interpretation and Working with Interpreters

Vocabulary
corporate 公司(股份) international corporate 跨國公司
imply 意味著
apace 急速的 = rapid
inclined 導向 偏向
undoubtedly 無疑地 doubt n.懷疑  undoubt n. 無疑 undoubted, doubted
asset 資產
courtesy 禮貌 好意 禮讓 客氣
dress code 穿著規定 business casual, smart casual, casual, jacket and tie, tuxedo
lingo 說話不得體 426, 957, BJ4
jargon 胡說八道 不得體
buzz 流言蜚語 = gossip
hinder 阻礙 = obstacle
twisted 曲解的 扭曲的
compact 緊湊的 麻雀雖小五臟俱全  compact: 1800 cc 小型車
plenary session 全體大會 plenary room 大會廳
proceeding 論文集
adage 俗語 諺語 一枝草一滴露  = proverb
panelist 座談 專題討論小組參加者 與談人
proficiency 熟練 有效率
articulation 清楚的發音 口齒清楚
impromtu 拉丁文  即興的 臨時的 即席的
fragmented 不完整的
flip 快速翻動  flipper 魚鰭(胸鰭)
absorb 吸取  absorber 海綿  shock absorber
relevant 相關的
significance 重要 significant
glossary 列表
suffice 足夠  sufficient sufficiency
moderator (小型) 會議主持人
logical 合邏輯的
manner 禮貌  table manner, sports manner 酒品 牌品 人品
etiquette 禮儀 禮節  international etiquette
attendant 參加者
bridge 橋梁 連結 橋牌
scapegoat 代罪羔羊

Successful Exhibit Marketing
Reading

Step 2: Setting Objectives
Objectives provide direction for every aspect of company's exhibition
participation, thus, marketing strategies, branding plans, budgets, exhibit
architecture, graphics, products, literature, IT support, and the necessary staff.

Objectives also stimulate sales performance on the stand if they are measured
in term of quantity and quality of contacts by the staff.

Typical objectives are any combination of the following:
1. Increase sales through new orders
2. Introduce new products or services
3. Enhance relationships with current customers
4. Conduct market research
5. Open new markets or territories
6. Gain media exposure
7. Check out competition
8. Enhance company image or brand

Step 3: Target Marketing
Target Marketing is an important step in the exhibition marketing process.
Quite simple:
Contact visitors yo want to see at an exhibition
Tell them where your stand is located
What you are exhibiting, branding, demonstrating, etc.
Be realistic about the number of visitors can expect to meet.
Research proves that only 15% of exhibition audience has a general interest in any
product or service category.

Step 4: Pre-Show Communications with First Time Visitors
Contacting this target audience is a matter of choosing between communications options.
Do bear in mind:
Visitors spend their own money and valuable time to be at the exhibition.
Do everything possible to make their investment worth the effort.
1. Advertise in pre-show publications - both print and electronic - special show issues of
    your industry's trade journals.
2. Offer "show specials" or other promotions in the stand to position your company and
    its products positively.
3. Take advantage of all the new promotion opportunities on the Internet. Most exhibition
    organizers provide direct links with your company's website, as well as excellent
    on-line advertising opportunities.

Step 5: Pre-Show Communications with Long Time Visitors
The exhibition organization can help effectively reach this visitor group by providing:
1. Direct Mail
    Personalized direct mail is a highly effective motivator,
    Try to send 3 mailings.
2. Specialty Items
    Giveaways, specialty items, creatively used in conjunction with direct mail are also quite effective.
3. Advertising
    Advertising reinforces show presence and enhances company's recognition.
4. Newsletters
    Either printed or electronic, newsletters are another effective way to promote participation in
    an exhibition.
    A newsletter permits to position company as an expert in industry sector.

Successful Exhibit Marketing

Reading

Step 5: Pre-Show Communications with Long Time Visitors
5. Sponsorships
Sponsorships are particularly effective in demonstrating your support
for increased exposure for company.

Step 6: Management Perspectives
75% of all visitors arrive at an exhibition with a predetermined agenda.
Have a plan of to whom they plan to see and very often what they plan to evaluate and buy.
A Pre-Show activity becomes crucial to show attending company.

Step 7: Staffing Your Exhibit
Visitors remember far more about an exhibit than just booth design and literature.
The appearance of staff is very important.
The staff represents an integral part of company image on the show floor, also, his
ability to converse in the appropriate language of the region is necessary.
Hire a translator to ensure a positive experience in the stand is necessary.

Step 8: Pre-Show Staff Seminar
Hold a pre-show seminar in exhibit stand, or, in a near by conference or hotel room
before every exhibition.
Everyone works in the stand ought to attend this meeting.


Step 9: Selling from the Stand
Brief all staff thoroughly about the show, its audience, proper selling techniques that would
help staff to achieve success mission.
46% of executives purchased products while attending an exhibition.
26% signed purchase orders at the last show they attended.

Step 10: Working with the Press
More than 50% of exhibition visitors want to see "what's new" in products and services.
Use bold graphics, demonstrations, and other effective methods to get visitors' eyeballs.
Prepare a press release on "what's new" for company:
1. Avoid using exaggerated sales terms
2. Be brief, yet factual
3. Prepare press kits include photos with descriptions
Schedule a press conference during the exhibition.
Successful media relations are highly important for a company's marketing efforts.

Step 11: Managing Expectations in the Stand
Important Concept:
1. Overall sales activity bases on the number of persons working in the stand.
2. As well as their ability to interact with the visitors.

Coordinate a Press Conference

The Press Release
When creating newsworthy press release about events,
consider writing about the following topics:

1. Government will officially proclaim your conference topics at your conference.
2. Feature story press releases.
3. Present an interesting story idea to the media.
    They are usually "feel good" press releases about people, events and/or success stories.

When develop ideas for press releases, consider:

1. Organization's greatest success stories.
2. Brainstorm with coworkers
3. Think of an interesting and compelling story that most
    people might pay attention.
4. If the stories get printed, they will inspire others.
5. Success stories are excellent promotion tools.

Convention Press Kit Content: 新聞稿的資料包

1. A press release announcing your conference.
2. Information of history of Organization.
3. A biographical sketch of organization/industry and/or lead professionals.
4. Social functions and other activities planned.
5. Organization's brochure/promotional materials.
6. Fact sheet of industry statistics.

When creating media list:

1. Make a list of newspaper reporters, trade journal reporters, television and radio
    personalities, internet communications.
2. Call the news desk of the newspaper or station to obtain the first and last name of the
    reporters who cover your beat and/or who make decisions about news content.
3. Tell the operator why you are calling.
4. As how the reporter prefers to receive press release and request information about
    his or her deadlines.
5. Take advantage of the initial phone call to introduce yourself when connected to
    the reporter.
6. Create a spreadsheet with the contact name of the reporter, medium name, and type
    of media, address, phone, fax and e-mail.

Evaluating and Reporting Success

Focus the final phase of campaign on evaluating successes to make better informed
marketing decisions in the future.

Define organization whether or not reached goal of increasing prospective interest on
the industry.

Record the success of each documents for evaluation:
1. The amount of press received
2. The number of attendees
3. Support of industry professionals and leaders
4. Speaking engagements fulfilled
5. Public attention and news clippings.公眾關注 新聞剪報

Situation Dialogue
Organizing a press conference:

Richard(R): Donna, is everything read for today's press conference?
Donna(D): Yes, Richard. Everything has been organized as planned.
R: Are there any changes to the presentation program?
D: Yeah, we do have a few, slight changes in the program; Minister Lin will make
    the announcement after the film presentation.
R: The changes will delay the press conference for almost 20 minutes. Can't we just
    keep to the original schedule?
D: Come on, Richard. Think positive.
R: How about the invitations for the reporters? Will the CNN and Fortune editors come
    to our press conference?
D: Let me see. We got 39 confirmed calls from international agencies and media.
    And there are another eight media groups who will inform me later.
R: By the way, is all the audiovisual equipment ready?
D: Yes, there are few bugs with computer presentation, but they've all been
    taken care of.
R: You'd better double check, just to make sure.
D: I'll get right on it. I will spend the rest of the hour checking all the procedures again.

Coordinate a Press Conference

Reading
Press conferences are designed to gather the media
for an important announcement.

To attract media attention, the announcement must be newsworthy.

A kick-off event, a press conference, will draw attention to the campaign
at the beginning of the convention.

Combine a press conference into one informative and festive affair.

In planning a press conference
Develop a press release about the campaign and related event.

Select a visually appealing venue for your press conference, such as the conference
venue or hotel where your convention is going to be held.

Schedule speakers or committee executive for the interview, provide talking points.

Rehearse questions with the speakers so they are prepared for media inquiries.

Provide light refreshments, if budget permits.

Decorate your press conference with posters, banners, podium signs and other
eye-catching displays.

Rent audiovisual equipment
For better sound quality, broadcast media will want to plug their microphones into
a Multi-Box, which is a box that attaches to the podium to accommodate microphones
from multiple members of the press.

Develop and distribute a media advisory.

Place follow-up calls to determine the media's interest in attending your press conference.

Conduct a rehearsal and a walk-through at the site.

Hire a photographer.

Promoting Campaign Events
Distribute a press release far enough in advance for reporters to run pre-stories.

Pre-coverage in the form of a new story or calendar listing to help spread awareness
and boost attendance.

Attract reporters to attend event in order to cover it on the news that day or to write
a post-story.

Update original press release so it presents a recap, including the number attendee
who join convention.

Enclose a photograph with the full names of the people pictured and cities or
countries they reside.

Direct a reporter who interested in, direct them to spokesperson and assist in obtaining
interesting footage.


The Press Release
Public relations (PR) offers a unique alternative to paid advertising, which may form a free
publicity to spread a message of promotion to general, targeted, or theme-specific audience.

Gaining media attention during conference is an effective way to increase awareness about
the need for international meeting's target.

Pay attention to the news media in city or country including print and broadcast, bulletin boards,
community events and every outlet fit for spreading and receiving new.

Steps are:
1. Set aside ample time to focus on marketing and public relations.
2. Make a media list of all newspapers, radio, TV, and cable stations in city.
3. Call the media on list to determine the correct reporter(s) to target.
4. Prepare a press release for distribution.
5. Call the news department at the newspaper or radio-stations and ask them to send their list
    of news, program and talk shows.
6. Once receive news agencies' packages, study their programming lists.

A press release is a written synopsis of a news story idea that is distributed to reporters to capture
their interest in writing about your organization and cause.

Press release detail: 新聞稿
Who, What, When, Where, How, Why. 400 words.

Coordinate a Press Conference

Vocabulary
1. newsworthy 具有新聞性
2. compelling 令人相信的 令矚目的
3. informative 具有資訊的 具有教育的
    interesting
    insight 洞見
    interactive 互動
A good speech is composed of four Is: informative, interesting, insight, interactive.
4. festive 歡樂氣息  festival
5. podium 講台
6. broadcast 廣播   BBC: British Broadcast Company
7. advisory 公告      指導人 (專業)  consultant 顧問
8. recap 重述
9. caption
10. footage 連續拍照
11. alternative 選項
12. verbatim  逐字翻譯
13. ample 巨量的
14. outlet 出口 通路
15. proclaim 宣告
16. biographical 傳記型的 autobiography 自傳
17. sketch 概略 素描
18. statistics 統計數字  Statistics 統計學
19. pitch 高音準  投球 pitcher 投手
20. prominent 顯著的
21. consent 同意的
22. column 柱子 棟樑 段文  專欄 columnist
23. entity 實體存在 economic entity 經濟實體
24. intern 實習生  internship 實習
25. initial 縮寫 起初  Richard Wu = R.W.
26. spreadsheet 空白表格 展開
27. comprehensive 可理解的
28. assess 評價 評鑑
29. tactic 策略  strategy
30. voice 表達  聲音
31. clipping 新聞剪報  clipper 迴紋針
32. inspire 啟發
33. folder 公文夾

Terminology
Press Office
媒體接待室,基本上主辦單位為爭取更多的新聞曝光率,會設置一個接待媒體的空間,
並準備咖啡,飲料,傳真,影印機及電話等提供媒體盟友來此發稿.

Press Conference
新聞記者招待會,指的是預備在會議舉辦前的特定日期及時間,邀請產業相關路線的媒體記者,
進行相關或重大新聞資訊或資料發布稱之.

Press Release
新聞稿, 指的是準備好發表的新聞資訊或資料, 可能是立即發布, 也可能是指定時間或日期再行發布.
撰寫新聞稿應能在至少包括會展活動舉辦的時間, 地點, 召開的新聞重點, 值得報導的議題及人物側寫等.

Trade Journal
專業雜誌, 指的是為某種特殊業界而發行的專業雜誌, 一般而言, 或許出版數量不特別大,
但卻有業界主要的客群支援及影響力.

 (ELLE 試風球)

Opening Ceremony
開幕典禮, 指的是正式會議, 會議或活動在舉辦的當天, 所辦理的開幕慶祝典禮,
通常國際會展的開幕典禮會請城市首長, 產業鉅子或重要社團領導及相關學研機構主管到場致詞.

Clipping
新聞剪報, 指的是各項會展活動在辦理前,中及辦理後, 經過電子及平面媒體的報導後,
所產生的新聞稿件, 專訪報導及影片專輯等, 都是大會新聞曝光的最佳見證.

Assembly
大會, 指的是各種社團所屬會員或大會代表都可以參與的正式會議, 這類大會通常是在決定大會
訂定法規, 策略方向, 重大決策或選舉等等.

Consequently, an assembly usually observes certain rules of procedure for its meetings; mostly prescribed in its Articles & By-laws.

Robert's Rules:
an Introduction

A Checklist for any Meeting
At the Meeting
1. Approach the meeting and your partners with a positive attitude.
2. Arrive early and make contact with players.
3. Find the control positions at the table.
4. Reflect a positive attitude toward the task and your meeting partners
    throughout the meeting.
5. Make sure someone will be taking note.
6. If you're leading, start on time and begin forcefully.
7. If you're leading, state the purpose and estimate the time for completion.
8. As leader, separate facts from belief, look out for emotional buildups, seek contributions
   from all, clarify agreement and disagreement, make people feel important, protect the
   integrity of the group and the individual members.
9. As a participant, contribute early, clearly, and often - but thoughtfully.
10. Divide big problems into sub-problems, and address them separately whenever possible.
11. Summarize periodically in the context of the purpose.
12. Make your own points clearly and concisely.
13. Don't waste bullets on issues not important to you. 別亂槍打鳥.
14. Whether you're winning or losing your point, know when to quit.急流勇退
15. Look for every opportunity for show courtesy and respect.
16. Listen attentively and demonstrate your attention to others.
17. Be there in mind as well as body - give 100 percent. 人到心也到
18. Summarize what was accomplished in a positive way, and make people feel good about
      their attendance.
19. Don't allow the meeting to go on when the work has been completed.

After the Meeting
1. Assess the meeting in terms of your original goal and your measurement of success.
    Keep moving toward the goal.
2. Share the results with people who need to know, including those who have helped you prepare.
3. Follow up assignment quickly.

Situational Dialogue
Committee meeting

Richard (named R here-in-after):
Welcome to the 9th committee meeting of 2014. I would like to start by introducing our new interpreter Miss Sue Williams.
Sue (named S here-in-after):
Hello there! It is a great pleasure to meet you and have the opportunity to work with everyone here.
R: Sue! Would you mind introduce the main purpose of the meeting?
S: Sure! With pleasure! As you can see from on the agenda, we will begin with the topic of
    the interpretation system.
R: So how we can use these infrared receivers?
S: According to my experience with audiovisual, one receiver can hold 6 channels for different
    languages in the same time; you just turn on the power and time to the channel you want,
    then you get whatever language you want to hear.
S: Well, the market is responding pretty well to this system; and we suggest that our company adopt
    this product for our annual sales meeting.
R: As a matter of fact, I made the suggestion to the Chairman of the Board last week. He hasn't given us
    his decision yet, though. But he is very interested in this system.
S: That's good. Shall we proceed to the next topic?

Robert's Rule:
an Introduction

We are all human
A Check List for Any Meeting
Before the meeting
At the meeting
會前, 會中, 會後

We are all human
No one is born with meeting conducting knowledge;
it is learned through experience and study.
If others make mistake, correct or instruct them gently.
Drawing attention to another's error is a discourtesy in itself.
If you make an error of custom, courtesy, or procedure, simply supplicating -
is the greatest courtesy of all.

A Checklist for Any Meeting
In considering whether to call or attend a meeting
1. Picture what you will have accomplished in meeting.
2. Justify the meeting as the best use of time. We prepared for the meeting.
3. Be sure you have the mandate to do what is required.
4. Be sure that you really need the meeting to accomplish what you want. Or, Consider to say no,
    consider one or more brief encounters as an alternative, or Consider handling only some of
    the proposed issues.
5. Willing to take full responsibility for participation.
    Judgement will be made, time and leverage are at risk.

Before the Meeting
1. Be sure you are clear on the stated goal.
2. Be sure your meeting partners are clear on the stated goal.
3. Establish a specific standard by which you will measure success or failure.
4. Determine what your personal goal is with the group as a whole and with each particular member.
5. Reduce the number of people to only those necessary to accomplish the goal.
6. Assess your basic relationship to your meeting partner/s: superior, peer or subordinate.
    Evaluate their likely personal interests and needs.
7. Reduce the number of issue and tasks to only those necessary to accomplish the goal.
8. Prepare more. Envision the meeting as you would like it to take place and as you expect it
    to take place, and determine what must be done in the way of further specific preparation
    to make your desired vision a reality.
9. Establish a clear and appropriately detailed agenda, and circulate it and other written materials
    in advance.
10. Do your homework, and go at least one step beyond the expectations of your meeting partners.
11. Form a tentative judgement on all issues.
12. Count the votes for issues critical to you.
13. Be aware of the particular customs, rules, and etiquette for the meeting.