Global market keyword adaptation

In the PR industry, FOMO (Fear of Missing Out) is a very real issue, especially when monitoring global and multilingual media coverage. In an age where news cycles are measured in minutes rather than hours or days, missing out on a critical news item or viral social media post can have serious repercussions for a business’s international brand building.

By partnering with Arrow Translation, PR professionals can get rid of FOMO by developing best practice strategies for keyword adaptation and global monitoring. Clients can rest easy knowing their global brands are adequately covered in every market. Here’s how we do it:

Keyword Adaptation

Arrow Translation works closely with your team to identify relevant keywords and determine target markets outside the U.S., ensuring coverage of key sources in those markets. In addition to setting up monitoring logic for English keywords, we also take an adaptive approach to localizing these keywords into different languages.

We do not translate literally, but adapt keywords to actual usage in each target language to ensure that the meaning of the English source keyword is accurately conveyed. This way, we are able to effectively track all the different variations used outside the United States.

Localization of brand names

Many people think that just monitoring brand names will automatically give you global coverage, but this is not the case. While this may be true for some company names, it is not true for most global brands. Some of the world’s largest brands, such as KFC, Abercrombie & Fitch, Vaseline and L’Oréal, use different names in different markets. Therefore, it is crucial to ensure that your brand name is adapted and transliterated in different languages so that you can capture media coverage on a global scale.

Effective Cases

As a typical case of keyword adaptation, Arrow Translation adjusted and transliterated the brand name of one of the world's largest ice cream and frozen dessert restaurant chains in the Japanese market. We used language experts with extensive experience in the food and beverage industry to adjust the company's English keywords and successfully identified more than 500 missed search results within 100 days compared to searches using only English keywords. This result clearly shows that tracking English keywords alone cannot accurately and comprehensively obtain global media coverage and quality.

Arrow Translations continues to provide clients with customized global brand coverage strategies, ensuring that keywords and brand names in each market are effectively localized and adapted to the local language to maximize media exposure and impact.

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