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Customize Across Cultures
As so many companies are global, many presenters will find themselves presenting in another culture. This is not a time to learn by trial and error. You really do need to prepare or else you and your company’s credibility will suffer.
Ask for Advice. Ask for advice from at least two people in that culture. Ask what colors, images, pictures, gestures, acronyms, phrases, words, or competitive references are offensive or not understandable. Find out what type of presenter will be acceptable—man, woman, age, and level in the organization. Ask what the audience is used to seeing in the way of visual content and presentation style. Ask about how people express their agreement or disagreement, both verbally and nonverbally. One survey respondent said, "Present three or four times a year outside North America. I’ve learned that, in some areas of the world (for example, Dubai, the Middle East), when people shake their heads side to side (what Americans know as ‘no’), that means ‘yes’ to them. And when they nod up and down (what Americans know as' yes’), that means ‘no.’ If I didn’t know this before going there, I would have been surprised and confused by their head nods."
Acknowledge Them and Their Country. Be sure to open with something that shows you know where you are and your appreciation for the person or audience you are speaking to. Personalize slides to that country in some manner. Put a flag on the slides. Use the country’s colors. Find local or regional examples to enliven a concept. Go on-line and look at how that company’s presentations "look" and "feel." Downplay the "Americanization" of a presentation. "Slick" may work in New York City, but not in Tokyo or London. Learn to say hello, thanks, and good-bye in their language. Make sure you really know the market dynamics and regulations of your business in that country before you offer advice. Read the local paper. A survey respondent said, "I read three papers every day (The Wall Street Journal, USA Today, and the local paper) wherever I am. This allows me to reference local events in the presentation and remove things that might be offensive."
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Choose Your Slide Language. When deciding which language to make your slides in, consider which language most of the audience can first read and then speak. Another person responded, "I often have to make presentations in Spanish-speaking countries, but I use my English slides, as a small minority in the audience does not speak Spanish. Almost everyone in the audience understands English so they can read my slides. Then only a minority has to listen to interpreters through their earphones." Also, one respondent recommended, "When traveling to Europe, change to some of the British spelling of common words like ‘colour’ and ‘theatre.’ This shows you took a little extra time to speak in their words."
Rehearse with a Native. Give the presentation to someone in that country who isn’t that familiar with your language. Ask him or her to raise a hand every time you use slang, jargon, offensive words, or colloquialisms. Certain words can have different, very embarrassing meanings in other countries. At the same time, ask to be told if any of your voice tones, gestures, or slides are offensive and whether you are speaking at the right speed and clearly enough. If you used humor, ask whether it is appropriate in that country. Ask whether you spoke about a topic that is taboo in that country. Usually, you will want to speak slower and clearer than you do in your own country. If you can’t find a native, try this idea. Run an ad in a local college newspaper and hire a student from the country where your presentation will be given. Have the student sit through your speech and also review your slides.
Ask About an Interpreter. Before you leave, find out the language proficiency of your audience and arrange for an interpreter. Here are some more comments from the survey: "We had a wholesaler fly to Japan to give a presentation to a number of different investment firms. He forgot an interpreter. It didn’t take much to summon an interpreter in this case, but imagine the potential chaos attached to such a scenario." "We have had some funny translations occur when the words were translated but not the concept. For example, blended cup yogurt became ‘yogurt mashed in a teacup.’ Somehow you need to find a way to trust the interpreter and find out whether your humor works, and test it ahead of time. Practice with an interpreter before you give the presentation. Tell the interpreter to please tell you what you should or should not say to the audience in order to establish rapport." "One presenter told a joke that did not translate well into Russian. The interpreter knew this and said something like, ‘Okay, he’s telling a joke now that isn’t very funny in Russian. When I tell you, everybody laugh with me.’ On cue, the Russians laughed and the presenter laughed too. The presenter went to a different city with a different interpreter. The new interpreter simply translated the joke as it was told. Nobody laughed. The presenter concluded that the residents in the first city had a better sense of humor."
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