Speaking of ZikaStrategies for multilingual media outreach

Alsy Acevedo

Senior Media Representative

Johns Hopkins Medicine International

Goals

•Why is it important to have culturally appropriate translations

•How to leverage your native-speaker experts

•How to craft messaging with global resonance

What?

Where?

When?

Who?

How?

2 Zika press releases

Translated to 3 languages

173English hits

40 Spanish and Portuguese hits

5Mandarin Chinese hits

26% increased media pickup

due to translations

109English hits

11 Portuguese hits

10 Spanish hits

19% increased media pickup

Strategize

Considerations

Audience

Language

Certified Translation Time

Budget

Know your audience

Measure success

0

1

2

3

4

5

6

7

8

Spanish Portuguese Arabic Chinese

JHM Press Release TranslationsFY16 and FY17

FY16 FY17

Reassess and Readjust

Key Takeaways

•Proper translations pay off

•Diversify your point of view

•Act local, think global