Over the past few years, we’ve been translating six-language newsletters for Euractiv on a regular basis, giving us valuable insight into how multilingual communication works in practice. A newsletter is a particularly delicate format: it must be accurate, fluent and natural in every single language, while preserving the tone and intent of the original.
Years of hands-on experience have shown us that truly effective multilingual newsletters are always tailored to the target audience. Instead of literal translation, the key to success lies in conveying the message authentically in the target language. Every linguistic context has its own mindset and way of responding to language, so true multilingual communication is, in essence, a form of cultural retuning. Rather than saying the same thing in six languages, we’re expressing the same idea in six different ways.
Stylistic expectations by language – examples from a six-language campaign
Dutch
- Tone: informal, positive and youthful
- Avoid the past tense; aim for active constructions
e.g. “Volgend jaar planten we bomen…” (correct) vs. “Volgend jaar zullen wij bomen gaan planten…” - Use “jij/je” instead of “u”
- Avoid outdated words: “Hoe bomen stiekem met elkaar praten” feels more natural than “heimelijk communiceren”
German
- Use informal address: “du”, “dich”, “deine” etc.
- Prefer gender-neutral phrasing: e.g. “die Studierenden” instead of “Studenten/Studentinnen”
- Pay attention to correct case usage
- Translate idiomatic expressions; avoid leaving them in English
Portuguese (European)
- Tone: professional, but not overly formal
- Avoid Brazilian Portuguese terms: use neutral alternatives to “Você”
- Give preference to structures like “A ler” over gerunds like “Lendo”
- Recommended: “Leia a nossa cobertura…” sounds more natural than “Observe…”
Italian
- Text can be informal and fluid
- Headlines should be translated as well; don’t leave them in English
- Avoid overly complex though grammatically correct structures – readability comes first
Greek
- Use as few foreign expressions as possible
- City names, conferences and event names may also be translated
- Aim for simple, clear and accessible vocabulary
Spanish
- Choose the correct language variety (European or Latin American)
- Tone and word choice must be consistent
What can we learn from this?
Multilingual translation is not just a linguistic task – it’s a cultural, stylistic and strategic challenge. To ensure a brand’s voice evokes the same emotion and meaning across all languages, it’s essential to have:
- knowledge of local language usage
- conscious tone management
- active communication with the translation team
Final thought
A well-crafted language brief – with clear style guidelines and sample sentences – not only simplifies the translators’ work but also ensures that a global brand communicates with the same impact in every language.
