Word of the Week: “integration”

Some are calling it the largest refugee crisis since the civil war in Rwanda 20 years ago. Others are going so far as to compare it to the Second World War. The fact is, as the latest events in Paris also show, our world is in upheaval. Extremely large numbers of people are fleeing conflict and so the topic of integration is being raised over and over again. We asked four of our employees from other countries for their thoughts on the matter.

The dictionary is full of definitions, such as “the act of combining into an integral whole”, “consolidating two or more things” and “integrating a racial or other ethnic group”. But how do you as a stranger gain access to a larger existing group, and how do you learn the different cultural and social codes?

Verena, Floriane, Pascal und Julia (im Uhrzeigersinn)

Verena, Floriane, Pascal und Julia

Emigrating for love
Our employees Julia (Germany), Floriane (France), Verena (Germany) and our comic illustrator Pascal (France) all have something in common: They left their job, their circle of friends and their entire life in their native country, upped sticks and moved to Switzerland for love. All four of them chose a similar strategy for integrating in Switzerland.

Integration thanks to working and making friends
Meeting locals and finding a job sums up their recipe for success. Pascal commented: “I wanted to integrate no matter what it cost and so I took on any job, whether it was well paid or not.” Julia also believes that working is positive for integration. “The team at TRANSLATION-PROBST Ltd. makes it easy to feel you belong.” Thanks to her Swiss boyfriend, Verena was able to meet Swiss people quickly, and Floriane made friends during her studies and, thanks to her young son, met other parents, first in his day nursery and then at school. It all sounds easy in theory, but putting it into practice is what counts.

Polite and helpful but reserved
Often newcomers face not only language barriers but also cultural differences. Julia described a communication problem: “Swiss people in general are politer and less direct than Germans. I have to be very sensitive and tactful so that I also understand what is expressed indirectly and do not offend anyone with my directness.” In Floriane’s opinion, the Swiss are much more reserved than the French: “For example, it was difficult for us to find out how we should treat our neighbours without alienating them.” Verena finds that older people in particular are not very open: “I still have problems with older Swiss people because they are often very conservative and narrow-minded and not exactly open to foreigners.” Pascal addressed another topic: orderliness.

The Swiss and their fixation with order
Every single one of the employees agreed that Switzerland is very clean, neat and orderly. Pascal is fascinated by how all of the vehicles near Lake Zurich are parked precisely in their spots in a parking garage. “All of the vehicles are pointing in the same direction in the parking garage. That is crazy and unbelievable for a Parisian.” Verena marvels at the Swiss mania for cleanliness: “I find many Swiss a bit fussy and very clean as a rule.” Julia has the same impression: “The country appears idyllic, orderly and clean, and everything is very efficient here.” Floriane likes it that everything is so orderly in Switzerland: “At the beginning, I was surprised by how many rules there were and that everyone obeyed them. In the meantime, I have come to appreciate this aspect of Switzerland.”

The language, the orderliness, the Swiss mentality – these are all things that you have to get to know and understand before you can integrate fully. The same applies to translations. Only those who are very familiar with the culture of a target country or audience can deliver an accurate translation. For this reason, TRANSLATION-PROBST Ltd. employs only native-language translators who are acquainted with the cultural nuances of the target audience.

Finally, our interviewees offered a few more tips for successful integration:

Pascal: “You have to be punctual in Switzerland!”

Julia: “For me, integration is a feeling. You need to try to create a social network so that you gain a sense of belonging.”

Verena: “The key is language, no matter what. You don’t have to speak Swiss German but you have to be able to make yourself understood.”

Floriane: “Meet people from different social settings, don’t give up and be patient.”

Word of the Week: “copywriting”

Texts play a vital role in day-to-day business if you want to be successful in the professional world. Is writing more difficult for you than you would like? Prof. Dr. Daniel Perrin, head of the Institute of Applied Media Studies at the ZHAW in Winterthur, has some copywriting tips for you.

rof. Dr. Daniel Perrin, head of the Institute of Applied Media Studies at the ZHAW

rof. Dr. Daniel Perrin, head of the Institute of Applied Media Studies at the ZHAW

TRANSLATION-PROBST Ltd.: Why are accurate texts vital in the professional world?
Prof. Dr. Daniel Perrin: Because it is easier to reach your target if you can hit the bull’s-eye. In other words, if you want to reach your target group and stand out from the crowd, you must accurately match its specific tastes and language. This can only be achieved with accurate texts.

Writing is often done under pressure during a regular business day. What is the best way to deal with this?
The important thing is to concentrate exclusively on the writing assignment and not be distracted by the umpteen other tasks that are waiting. This merely causes additional stress and is not helpful. Create a window of time for yourself in which you can write without being interrupted. In short: Organise your time well – and keep calm.

How can you tell if your own text is well written?
A text is well written if it moves test readers from the target group in the desired direction. You can test this by giving your text to a person to read who represents the target group or is very closely connected to it. If this is not possible, give it to somebody who is capable of putting themselves in the shoes of the target group. In any case, the more people who read it and give you feedback, the better.

Are there any tricks that can help while copywriting?
Know what you want and read a short sample of excellent writing beforehand to get yourself in the mood. It’s contagious. And what is excellent writing? In my opinion, it is using common words to express unusual things.

What is the best way to overcome writer’s block?
Many people, when they have writer’s block, keep rereading what they have already written. This doesn’t help. A change of scene, on the other hand, can work wonders. You have to choose what works best for you. My own method, for example, is to eat an apple and then return to my computer, cover up what I have already written and keep writing just where I left off.

Would you like to add anything else?
Being able to write something clearly and simply means that you have already understood it. Thus, writing is a tool not just for communicating but also for thinking. This makes writing research and writing for purposes so exciting for me – and very significant for everyone who wants to write well and enjoy it.

As you can see, a clear focus and an apple could work wonders when writing. If you still do not feel completely confident, you can find many more helpful tips in Prof. Dr. Daniel Perrin’s book, “Schreiben im Beruf” (www.danielperrin.net).

What would Christmas be without apples?

Wrapped up warm in jackets, scarves, woollen hats and mittens, people stroll through the streets enjoying the Christmas lights that decorate the houses and shops. Back at home, they treat themselves to sweet mandarin oranges with Christmas punch, and the aroma of cinnamon, cloves and mulled wine fills many houses. It is not hard to tell that we are in the midst of the Yuletide season. Did you know that apples are also a symbol of Christmas?

Green, yellow or red and available all year round in Switzerland, apples represent love, beauty, fertility, temptation and sin. Even Adam and Eve could not resist the shiny red fruit and paid for it by losing their place in paradise. Snow White was also bewitched by an apple and dropped dead after the first bite.

Apples – the original Christmas tree ornamentCloseup on apple in chocolate glaze on plate

There is more to apples than just murder and death, however. They contain numerous vitamins, minerals, trace elements, fruit acids and easily digestible carbohydrates and are thus ideal for keeping you healthy during the cold winter. For this reason and because they can be stored for very long periods, apples were a very important food in northern Europe in the past and were hung on Christmas trees as ornaments. Later, apples were given silver and gold coatings, which is why they are considered the predecessor of the ball-shaped Christmas tree ornaments, manufactured in 1830 for the first time. Although the ornaments were only available to wealthy families initially, in time the tradition was adopted by ordinary people as well. Shiny, coloured ball ornaments still decorate Christmas trees around the world today.

Not just a Christmas treat

Apples have played a role throughout history, in fact. The story of William Tell, for example, includes the hero shooting an arrow from his crossbow into the heart of an apple sitting on his son’s head. Accuracy was vital for this task, since a miss would have had fatal consequences. TRANSLATION-PROBST Ltd. is also a great fan of accuracy. With our top-quality translations, we hit the bull’s-eye when it comes to your target group.

So, if you find yourself sitting beside a Christmas tree decorated with apples this year, you will now know how they got there. TRANSLATION-PROBST Ltd. wishes you a golden-delicious Christmas and an accurate New Year.

Website translated into 14 languages – just like the Canton of Zug’s communication

One canton, 14 languages The Canton of Zug is the first public authority to communicate with its residents and tourists in far more than just the official languages of Switzerland, offering Chinese, Arabic, Croatian and many more. The canton’s website thus makes a significant contribution to integration. With this campaign, the Canton of Zug has taken a pioneering step in Switzerland.

Dr. Marc Höchli, Kommunikationsbeauftragter des RegierungsratesNew residents, tourists and companies: Everyone enjoys easy and open communication in the Canton of Zug. The communication official for the cantonal government, Dr. Marc Höchli, received overwhelmingly positive feedback when the Zug website was put on-line in 14 languages. The associated staffing and financial costs have been kept within reasonable limits.

If you would like to learn more about this Swiss pilot project, you can read the complete article including the interview with Dr. Marc Höchli. You can also find out what it costs to create a website in 14 languages and which cultural issues need to be taken into consideration.

Das Altstadt, das Wahrzeichen von Zug

Improved customer evaluations. Two more awards. A 30% increase in turnover.

With a 30% increase in turnover, even better customer evaluations and two more awards, TRANSLATION-PROBST Ltd. was no stranger to success in 2013, either. The year in review.

Despite the difficult economic conditions of the past years, TRANSLATION-PROBST Ltd. managed to increase its turnover by a further 30% in 2013 – not least due to investments in the area of employee development and quality improvement.

Our customers gave us a grade of 5.65

Translation Probst Team

At TRANSLATION-PROBST Ltd., every customer can complete a systematic evaluation for each text they receive. In order to ensure that as many customers as possible fill out the evaluations, we hold regular draws for the participants in which we give away a gold bullion coin – very fitting for our motto “Accurate texts are worth their weight in gold”. Read what the lucky winners have to say about their unexpected golden bounty here.

In 2012, the average grade given in the customer evaluations was already a respectable 5.6 (6 = very good). In 2013, we were able to raise the grade average once again, to 5.65, due to a very high level of customer satisfaction. A total of over 500 customers graded the content, style, tone, terminology and target-group adaptation of our texts and translations.

More awards and honours

After we became the only translation company in Switzerland to be recognised by the Swiss Confederation’s Commission for Technology and Innovation in 2012, we were the happy recipients of additional awards and honours in 2013, and:

  • In April 2013, we won second place in the Stellenschafferpreis competition sponsored by Location Promotion Winterthur.
  • In November 2013, we achieved a top-ten placing at the prestigious PwC Accelerator’s “Local to Global” Expo in Luxembourg from a select field of 20 international, rapidly growing companies.

Next year, TRANSLATION-PROBST Ltd. will already be celebrating its tenth anniversary. Save the date now – Thursday 16th April 2015 – so you can look forward to what we have planned.

The outlook for 2014

We will do whatever it takes to ensure that our high grade average keeps rising. Our goal is to have a grade average of over 5.7 in 2014.
The first priority is the continued staff development of our valued, committed and expert employees, whom we must thank for our growth of over 30% in 2013.
Another top priority is investment in our technology, in particular in CRM, for which we have received multiple awards during the past years. Our company will have a high six-figure amount at its disposal as an investment budget in 2014.
In addition to increased investments in staffing and technology, which are the true drivers of customer satisfaction, our strategic corporate management will be expanded further: Dr. Rolf Specht, professor at ETH Zurich (Psychology and Theology), is adding his strengths to the company as of 1st January 2014 in the role of president of the board.

I would like to thank all of our customers, partners and members of the media for the tremendous cooperation we enjoyed in 2013 and wish everyone a successful start to 2014.

Roman Probst
MIT Degree in Communications FH
CEO and board member