COMMUNICATING CULTURES ACROSS Can You Connect with a Global Audience on the Web? Reaching an international audience on the web involves more than simply offering translations of the English language. Suc- cessful global sites address the needs of international customers in five ways: 1. Consider the reader's perspective. Many communica- tion elements that you take for granted may be interpreted differently by audiences in different countries. Should you use the metric system, different notations for times or dates, or even different names for countries? For example, German citizens don't refer to their country by the En- glish word Germany; it's Deutschland to them. Review the entire online experience and look for ways to improve communication, including such helpful tools as interac- tive currency converters and translation dictionaries. 2. Take cultural differences into account. For instance, because humor is rooted in cultural norms, U.S. humor may not be so funny to readers from other countries. Avoid idioms and references that aren't universally rec- ognized, such as "putting all your eggs in one basket" or "jumping out of the frying pan into the fire." 3. Keep the message clear. Choose simple, unambiguous words; construct short, clear, sentences; and write in the active voice whenever possible. Define abbreviations, ac- ronyms, and words an international audience may not be familiar with. 4. Complement language with visuals. Use drawings, photos, videos, and other visual elements to support writ- ten messages. 5. Consult local experts. Seek the advice of local experts about phrases and references that may be expected. Even terms as simple as homepage differ from country to coun- try. Spanish readers refer to the "first page," or pagina ini- cial, whereas the French term is "welcome page," or page d'accueil. CAREER APPLICATIONS 1. Visit the U.S. website of HP at www.hp.com and find the links to country-specific HP websites by clicking on the world map next to the "United States" label. Choose any three countries and compare those sites to the U.S. site. How does HP localize its web presence for the countries you've chosen? Which textual or visual elements are consistent across all four countries? Write a two-paragraph summary of your analysis. 2. Repeat this comparison using the same three compa- nies on IBM's website (www.ibm.com). After analyz- ing IBM's localization efforts, compare its approach with HP's. Which company does a more effective job of local- ization? Why? Sources: Adapted from Laura Morelli, "Writing for a Global Audience on the Web," Marketing News, 17 August 1998, 16; Yuri and Anna Radzievsky, "Successful Global Web Sites Look Through Eyes of the Audience," Advertising Age's Business Marketing, January 1998, 17; Sari Kalin, "The Importance of Being Multiculturally Correct," Computerworld, 6 October 1997, G16-G17; B. G. Yovovich, "Making Sense of All the Web's Numbers," Editor & Publisher, November 1998, 30-31; David Wilford, "Are We All Speaking the Same Language?" The Times, (London), 20 April 2000, 4. SHARPENING CAREER SKILLS YOUR Proofread Like a Pro to Create Perfect Documents Before you click on "Send" or tote that stack of reports off to the shipping department, make sure your document represents the best possible work you can do. Your colleagues will usually overlook errors in everyday emails, but higher-profile mistakes in messages to outside audiences can damage your company and hinder your career. Use these techniques from professional proofreaders to help ensure high-quality output: Make multiple passes. Go through the document sev- eral times, focusing on a different aspect each time. The first pass may be to look for omissions and errors in con- tent; the second pass may be to check for typographical, grammatical, and spelling errors; and a final pass could be for layout, spacing, alignment, colors, page numbers, margins, and other design features. Use perceptual tricks. You've probably experienced the frustration of reading over something a dozen times and still missing an obvious error that was staring you right in the face. This happens because your brain has developed a wonderful skill of subconsciously supplying missing pieces and correcting mistakes when it "knows" what is supposed to be on the page. To keep your brain from tricking you, you need to trick it by changing the way you process the visual information. Try (1) reading each page backward, from the bottom to the top; (2) placing your finger under each word and reading it silently; (3) making a slit in a sheet of paper that reveals only one line of type at a time; (4) reading the document aloud and pronouncing each word carefully; and (5) temporarily reformatting the document so that it looks fresh to your eyes. Double-check high-priority items. Double-check the spelling of names and the accuracy of dates, addresses, and any number that could cause grief if incorrect (such as telling a potential employer that you'd be happy to work for $5,000 a year when you meant to say $50,000). Give yourself some distance. If possible, don't proof- read immediately after finishing a document; let your brain wander off to new topics and then come back fresh later on. Be vigilant. Avoid reading large amounts of material in one sitting and try not to proofread when you're tired. Stay focused. Concentrate on what you're doing. Try to block out distractions and focus as completely as possible on your proofreading task. Review complex electronic documents on paper. Some people have trouble proofreading webpages, online reports, and other electronic documents on-screen. If you have trouble, try to print the materials so you can review them on paper. Take your time. Quick proofreading is not careful proofreading. CAREER APPLICATIONS 1. Why is it so valuable to have other people proofread your documents? 2. Proofread and correct the following sentence: aplication of the methods in stores in San Deigo nd Cinncinati have resultted in a 30 drop in roberies an a 50 precent decling in violnce there, acording of thedevelpers if the securty sytem, Hanover brothrs, Inc.