NEW YORK: Business Wire announced that its website, www.businesswire.com, is now available in German, French, Spanish (European), Dutch, and Swedish languages.
The change, which was more than a year in the making, was spurred by recent growth in the wire service's international operations, according to Gregg Castano, senior VP of global sales.
"We don't assume that everyone speaks English," Castano said. "We feel we have to serve those [people] as well."
Business Wire used professional translators for the initial steps, and then forwarded the content on to its local offices for the final approval.
"They picked it apart pretty good and rearranged it in a PR context," Castano said.
Users can specify which language they would like as the default for businesswire.com. While the press releases on the site will remain in whatever language they were given to Business Wire, all the content around the releases will be translated into the preferred local language.
"The goal was to increase the comfort level of clients and prospects by dealing in their own languages," said Neil Hershberg, VP of global media.
Castano said the five new language additions were the first phase of the wire service's globalization movement.
"European languages are a little less difficult to deal with because of regular characters," Castano said.
The company hopes to rollout new languages that use different characters like Finnish and Asian dialects in the future.
Read this week's market focus on global wire trends here.