International Communication Plan
An international communication plan is a series of measures which enables successful communication with foreign customers.
Successful communication is not limited to verbal expression. Body language is an important element of the way we communicate with others. This is particularly relevant when communicating with overseas customers given that body language varies from culture to culture.
A successful plan includes:
- mapping involvement in overseas markets to availability of relevant language and cultural skills in the workforce;
- developing cultural awareness of specific foreign markets;acquiring and making use of language skills at various levels, and developing these skills further;
- engaging professional translators to translate company marketing materials, important documentation, and to localise websites;
- engaging professional interpreters to interpret at business meetings.
Language and cultural barriers may manifest themselves differently, according to your target markets and sector of industry.
Examine your geographical market sectors carefully. Which of them are suitable for your products/services? Examine the business arrangements that you need to develop to do business with your target markets. What channels to market are you using and what are the language and cultural issues to be resolved in those channels? Identify staff who communicate with contacts from other countries - with what sort of issues will they be dealing?
The Solvit website offers advice and information on the challenges of international communications.
RLN NW has two free guides on international communications.
Click here to view or order publications
Your company's linguistic ability can be improved by training key staff or by employing people with relevant language skills.
Arranging tailor-made language training for key members of staff:
- Absolute beginners
- People with dormant or basic language skills
- People with a good general knowledge of the language but who need to develop skills specific to their job (e.g. jargon, business language, etc)
Employing staff with relevant language skills:
- Languages graduates and other graduates with language skills
- Native speakers of languages other than English
- Over individuals with some degree of language ability
Many graduates have skills in other subjects in addition to their language skills. The combination of these will be an asset to your company.
Many local universities are interested in developing solid relationships with industry and are often interested in placing graduates with a variety of skills in combination with languages.
Alternatively, taking on native speakers would bring the benefit of mother tongue fluency and cultural understanding. But they must have very good English however to operate in most UK office environments.
Many other people can offer relevant language skills. They may have an appropriate level, from basic to advanced. They may have acquired these skills while living abroad, while in high school, in their community, at college or in a previous job role.
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