The Protocol School of Washington provides education on international protocol, business etiquette and communication skills training. Courtesy of Pamela Eyring

The virtual event space for today’s corporate gatherings are all-inclusive, dynamic options for attendees from across the globe. Whether they are logging in from Senegal or Seattle, the accessibility is virtually the same.

But, while virtually diverse audiences are much celebrated thanks to the unique dynamic they bring to virtual gatherings, meeting planners need to address the challenging aspect of virtual global attendance — namely, multilingual issues that can hamper the effectiveness of a corporate event.

As a full service corporate event company that produces events, in person, hybrid and virtually, the team at Ax3 Studios leaned in on their hybrid and virtual event production during the pandemic. By keeping the focus on the participant experience and the strategic goals of an event, Aryn Chapman, founder and CEO at Ax3 Studios, was able to support clients in creating meaningful and impactful experiences online.

“One of the key best practices that meeting planners can use to ensure multilingual virtual sessions go well is choosing the right platform,” Chapman says. “Like selecting the right venue, every feature and capability needs to be in alignment with the strategic goals of the event, including multilingual accessibility.”

For fully virtual events, selecting a virtual platform that offers robust closed captioning and translation features will be key. Platforms like Zoom, Microsoft Teams and Cisco Webex provide options for real-time transcription and translation, which are essential for accommodating diverse language needs for fully remote speakers and audiences. If you have some speakers who are in person in a studio and then broadcast out to an audience, there are in-ear translation services that are valuable.

“Finding a platform that offers geolocation is also important — not just for time zone correction, but also that can translate your event site to the native languages of your presenters and audiences,” Chapman says.

Like all aspects of event production, preparation also is key. Chapman says planners should encourage presenters to provide materials and presentations in advance to facilitate accurate translation. This allows translators to familiarize themselves with the content and ensure smooth interpretation during the session. Provide slide presentations and handouts translated and downloadable from the site.

“Knowing where to invest your budget for this is also important. Professional translators are not cheap but they know the subtle differences in language that make a huge impact,” Chapman says. “We did an event a few years ago and created a ‘Welcome’ sign in all the languages of the participants. It seems there are a few different kinds of ‘Welcome’ in Hebrew … and of course, we had the wrong one.”

Also make sure to hire professional translators who are fluent in the languages spoken by the audience. This ensures accuracy and clarity in communication, avoiding misunderstandings that can arise from automated translation tools.

Chapman advises planners rehearse and train moderators and speakers on how to effectively utilize closed captioning and translation features during the session. This includes instructing them on how to pace their speech for optimal transcription and translation accuracy.

“Digital space is cheap, so offer recordings of the sessions with translated subtitles for participants to review afterward,” Chapman says. “Have a resources page with translated downloads and other materials. This allows attendees to revisit key points and ensures that language is not a barrier to accessing valuable content.”

For the meeting and event planners at Ax3Studios, inclusion is paramount to their event planning philosophy. In the online event space this is especially true, because you have the potential for such a wider reach. That’s why Chapman believes that providing geolocation, translation and closed captioning plays a crucial role in fostering that inclusivity by breaking down language barriers.

“By offering real-time translation, whether it is AI or from a professional, attendees from diverse linguistic backgrounds can fully engage in discussions and presentations, regardless of their proficiency in the primary language,” Chapman says. “Similarly, closed captioning ensures accessibility for participants who are deaf or hard of hearing, enabling them to follow along with the content seamlessly.”

These features not only accommodate individuals with specific needs, but also demonstrate a commitment to creating an environment where everyone feels valued and included. In essence, incorporating translation and closed captioning functionalities is not just a matter of accessibility, Chapman says it’s a testament to the organization’s dedication to fostering a truly inclusive and equitable virtual space where all voices can be heard and understood.

She adds that one effective way to do this is by providing a “Know Before You Go” document that outlines important details about the event, including how translations and closed captioning will be delivered. In this document, a planner can specify the features offered to accommodate diverse linguistic needs and how they will be implemented. This includes clarifying whether translation and closed captioning will be provided by AI, professional translators, or a combination of both.

“By setting clear expectations beforehand, attendees can better understand how they will engage with the content and prepare accordingly,” Chapman says. Additionally, this document can serve as a resource for participants to troubleshoot any technical issues they may encounter during the event, ensuring a seamless virtual experience for all involved.

“Ultimately, transparent communication through a ‘Know Before You Go’ document demonstrates our commitment to inclusivity and ensures that attendees feel informed and empowered to fully participate in the event,” Chapman says.

Pamela Eyring is the president and owner of The Protocol School of Washington, an accredited school focusing on international protocol, business etiquette, and communication skills training. With more than three decades of public and private sector experience in operational protocol and educational development, Eyring has extensive knowledge of U.S. and international practices and is a global thought leader in the etiquette and protocol industry.

“This might seem like a simple best practice, but preparation and communication are key to a successful multilingual virtual session,” Eyring says. “As meeting and event planners, we finish one program, and we are already executing the next with time to prepare for it. If the date is scheduled, don’t hesitate to begin preparing your host, speakers and participants a week or at least three days prior to the virtual meeting.”

She also suggests planners brief the host and all speakers/presenters that the virtual meeting participants are multilingual where English might not be their first language. Remind them to speak slowly, use less complicated words, avoid jargon, idioms, acronyms or slang to be clearly understood. Let them know they do not have to speak louder, just more clearly.

“If possible, use pictures, slides and diagrams for better understanding. Adding subtitles to videos is always appreciated,” Eyring says. “Use of smaller group discussions, polls and Q&A can keep attention and comfort. Best strategy is adding more time than needed to the meeting. Culturally, being on time is nice but not adhered too often. Build in time for small talk prior to the meeting and allow extra time for questions and discussion.”

Proper Planning for Multilingual Audiences

Of course, selecting the appropriate translation services for an event involves careful consideration of various factors, including the nature of the conference or corporate event, the level of articulation needed, and the audience’s preferences. That’s why it’s crucial to assess the level of need for translation. Is the conference highly technical, with specialized terminology and jargon? Or is it politically sensitive, requiring nuanced translation to convey complex ideas accurately?

“Understanding the intricacies of the content will help determine the level of expertise required from translation services,” Chapman says.

Next, consider the format and purpose of the event. Is it a community gathering aimed at fostering inclusivity and engagement, or a team-building event focused on internal communication? As Chapman explains, the tone and objectives of the event will influence the style and tone of translation needed. For community events, a more informal and culturally sensitive approach to translation may be appropriate, whereas for team-building activities, clear and concise communication is essential.

Once the level of need and event format have been determined, sourcing the right translation services becomes crucial. For highly technical or politically sensitive conferences, Chapman suggests professional translators with expertise in the relevant field. These translators possess the linguistic skills and subject matter knowledge necessary to accurately convey complex concepts. Here you may want to include your clients in an interview process.

“In cases where the event requires a balance between accuracy and accessibility, a mix of AI and professional translation services may be beneficial,” Chapman says. “AI-powered translation tools can provide real-time translation for general content, while professional translators can review and refine translations for clarity and precision.”

Eyring advises meeting planners that they should understand the difference between translation and interpretation before interviewing for linguistic support. Translation is converting the meaning of the written language into another written language whereas interpretation is the conversion of the spoken language into another.

“Some planners have asked for the incorrect support and were embarrassed without the right support. Most virtual meeting companies offer multilingual support through features like interpretation services where participants can choose their preferred language channel,” Eyring says.  For instance, Zoom, Webex, Microsoft promote this offering at certain levels. A planner could also hire a company that can provide real-time interpretation services, but expect a high expense. Most virtual meeting companies also offer multilingual support through features like interpretation services where participants can choose their preferred language channel.

“I suggest recording the session and have AI translate it in the needed languages or give the recording to the participants for them to review, or have AI translate it for them,” Eyring says.

Speaking the language of a company’s customers, investors, partners or employees can greatly affect the success of a virtual meeting or event. As Michele Dobnikar, president of GlobalMeet, explains, research shows that when viewers can’t understand or hear a speaker, they quickly zone out and consider the information less credible.

“Key best practices that event planners can use, particularly for events where there is no margin of error, are live interpretations or human captioning,” Dobnikar says. “Live human interpretation allows people to hear and absorb information in their own language. For businesses looking to reach across new markets and diverse regions, human interpretation allows your audience to listen in their own language benefiting from a clearer understanding of the spoken content.”

Both human and automated captioning offers valuable accessibility for a virtual event or meeting where viewers speak different languages. However, when possible, human captioning provides significantly better accuracy over automated options to prevent technology from skewing the intended message of a speaker.

At a recent event for a client, Dobnikar had a diverse speaker lineup consisting of individuals from the UK, China, Australia and Singapore. The event in total had over 3,000 attendees from all over the world.

“Our team provided simultaneous live language translations throughout the event in multiple languages such as Chinese, Japanese, Korean and Spanish. GlobalMeet’s accessibility strategy helps to conserve resources and streamline the experience for guests as language options are easily selectable from within the same event,” Dobnikar says.

Embracing Challenges

Producing a multilingual event presents a unique set of challenges, particularly when clients and stakeholders involved in the event planning process are themselves multilingual. In such cases, Chapman says early implementation of strategies to accommodate diverse linguistic needs becomes essential. One of the primary challenges lies in effective communication and decision-making among stakeholders who speak different languages. Misunderstandings can arise if important information is not communicated clearly to all parties involved, leading to delays or misaligned expectations.

And where there are multiple languages, there are also often multiple time zones for presenters and attendees of an event. As Dobnikar points out, this can make engaging audiences especially difficult for event planners, particularly when there are time-sensitive announcements. Ensure that your webcasting provider can add multiple-language captioning to an event in English.

“You can then offer your event to a wider audience with translations in their specific language,” Dobnikar says.

“Employing strategies such as providing translation services and closed captioning options early in the planning process can mitigate these challenges,” Chapman says. “By establishing clear communication channels that cater to the linguistic preferences of clients and stakeholders, organizers can ensure that everyone is well-informed and engaged throughout the planning stages.”

Eyring highly recommends doing a feedback and evaluation survey using a QR code to rate the meeting and seek suggestions for improvement. Or planners can do a personal follow up with select participants who seemed unengaged or were having difficulty due to a language barrier.

Furthermore, involving multilingual stakeholders from the outset allows for more inclusive decision-making and brainstorming sessions. This not only promotes a sense of belonging and ownership among participants but also enriches the planning process with diverse perspectives and insights.

“It is so important, for us Americans especially, to remember that language transcends just words. It is not simply a collection of interchangeable Lego-like blocks but a reflection of the nuanced complexities of human experience,” Chapman says. “Every word carries with it layers of meaning, shaped by the historical context, social dynamics, and cultural heritage of its origin. From idiomatic expressions to subtle nuances in pronunciation, language embodies the essence of a people, revealing their values, beliefs and unique identity. You cannot provide a safe, inclusive space without honoring the lingual needs of the presenters and audiences.” C&IT