International Communication Knowledge System
Regional Language Network Language and cultural skills support for European projects
Liz Littler www.rlnyh.com
International Communication Knowledge System
Funded by Yorkshire Forward Expert body for international communication skills support Office in Sheffield with 7 staff
www.rlnyh.com
International Communication Knowledge System
Overview of RLN services
Inward investment – LMI function International trade – 4215 businesses assisted Migrant workers’ employers Language learning for employability Communication with deaf communities International Student Placement Office Research
www.rlnyh.com
International Communication Knowledge System
Our services Language training Languo - specialist providers of translation and interpreting Cultural briefings Engage Worldwide Employing staff with language skills, ISPO placements etc Intercultural awareness Website translation / localisation / optimisation Project managers – regional and EU
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International Communication Knowledge System
Languages are important – some stats! Buying in their own language is an expectation of 8 out of 10 customers 98% of those with no knowledge of English want to buy in their own language as do 75% of those who speak fluent English as a foreign language More than 7 out of 10 (71%) respondents are more likely to purchase the same brand again if the after-sales care is in their mother tongue People are 3 times more likely to buy from the internet if addressed in their own language
www.rlnyh.com
International Communication Knowledge System
The Big Picture 75% of the world’s population don’t speak English Only 6% of the population of the world speak English as a first language – your European contact is likely to be one of the 94% Only 31% of Western Europeans speak English as a foreign language 60% of British Trade is with non-English speaking countries
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International Communication Knowledge System
Language in European projects  Use email not telephone (easier to understand and cheaper)  Communicate in jargon free English: - aims and objectives of your project - anticipated role of partner - type of organisation you are looking for
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International Communication Knowledge System
General tips for clear communication
Use short sentences Speak clearly and slowly and repeat phrases Check for understanding When using technical terms you may need to explain them – glossary Avoid complex sentence structures – use single verb forms Avoid irony and be careful with jokes – they often do NOT translate well! www.rlnyh.com
International Communication Knowledge System
Examples in everyday language I will come back to you Close of play Can you give me a ring Knocked for six, stumped
Answer (not specific enough) End of the working day Call/telephone Surprised
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International Communication Knowledge System
What happens when you get it wrong? • European restaurant – “Our wines leave you nothing to hope for” • Hotel, Vienna – “In case of fire, do your utmost to alarm the hotel porter” www.rlnyh.com
International Communication Knowledge System
Practical cultural considerations –
Working hours differ (e.g. French lunch from 12 to 2) Different time zones Many European countries take August off Public holidays differ from country to country A smile doesn’t signify agreement !
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International Communication Knowledge System
www.rlnyh.com
International Communication Knowledge System
Tips on how to avoid them Be prepared – learn a little about the culture ( www.rlnyh.com, www.uktradeinvest.gov.uk) Be open, polite Avoid discussion about politics and religion and all other sensitive subjects ALWAYS check for understanding and follow up in writing – some cultures avoid the word ‘no’
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International Communication Knowledge System
Be culturally aware – do your homework! • Don’t jump to conclusions • Bear hugs – reciprocate! • Handshaking is common when greeting & leaving • Kissing – how good’s your counting? • Language – courtesy language minimum; jargon! • Avoid offence – know their sensitivities
• Meals & food – go with the flow and prepare enough delays – be prepared • Dress – “when in Rome………” • Punctuality • Business cards • Titles • Smoking www.rlnyh.com
International Communication Knowledge System
What is culture? Cultural differences in international communication with project partners is about recognising two things: 1) Different ways of working 2) Different client/partner expectations “The way we do things and the way we view things round here� www.rlnyh.com
International Communication Knowledge System
Cross-cultural success in international projects depends on‌.. TRUST
RAPPORT
CREDIBILITY
Building good relations
Matching Communication styles www.rlnyh.com
International Communication Knowledge System
Rapport and credibility depend on understanding and using the 5 C’s. 1 Cultural Knowledge –minimum facts 2 Cultural Behaviour – core differences 3 Cultural Values and Attitudes – significant differences 4 Cultural sensitivity –cultural preferences 5 Cultural Adaptation – How do you adapt to another culture (and get them to adapt to you?) www.rlnyh.com
International Communication Knowledge System
RADAR R
Recognise you have a communications problem.
A
Analyse the causes in the cross-cultural continuum.
D
Decide what to do. Do more of something or less of something.
A
Action - Do it.
R
Review it. Did it work? Do more of it? Didn’t it work? Do less of it or try something else. www.rlnyh.com
International Communication Knowledge System
“If you experience something that surprises you, angers you or that you find completely ridiculous, you may be in the presence of a cultural characteristic�
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International Communication Knowledge System
Working on a European project will be a culturally enriching experience – Vive la diffÊrence !
www.rlnyh.com
International Communication Knowledge System
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Sources
CILT key facts: www.cilt.org.uk Culturesmart Guides (Kuperard Publishing) Cultureshock Guides (Times Publishing) DTI – UKTI briefings: www.tradeyorkshire.com Glossaries of EU jargon exist but date quickly as new terms and acronymns are added There is a reasonably up to date one on the CORDIS website (mainly of use for bids for R&D funding at: http://cordis.europa.eu/guidance/glossary_en.html There is also a glossary in relation to the structural funds at: http://europa.eu/scadplus/glossary/structural_cohesion_fund_en.htm And another one from the budgeting and finance perspective: http://ec.europa.eu/budget/other_main/glossary_en.htm IATE – InterActiveTerminology for Europe: http://iate.europa.eu/ International House, Barry Tomlinson Lonely Planet Guides Mind Your Manners, John Mole, NB Publications When Cultures Collide, Richard D Lewis, NB Publications RLN briefings: www.rlnyh.com The Cultural Gaffes Pocketbook, Angelena Boden, Management Pocketbooks www.rlnyh.com
International Communication Knowledge System
Contact details Liz Littler 07918 659 190 liz.littler@rlnyh.com
www.rlnyh.com
www.rlnyh.com