All Graduates
All Graduates | 5 Apr 2019

Digital communication has made engagement simpler, but understanding the needs and preferences of your non-English speaking background (NESB) or culturally and linguistically diverse (CALD) clients can make a big difference. Here are four key aspects to consider. 

 

1. Diversified Communication Platforms for Non-English Speaking Background (NESB) Clients

 

Non-English speakers access information from various sources. While some may require telephone interpreter service, others are comfortable with digital communication platforms. It’s essential to accommodate these different preferences to effectively reach out to your non-English speaking or CALD clients.

 

In 1975, the Australian Government established the forerunner of what we know today as SBS. They created this radio service to help migrants and refugees understand important changes in society. You can read more about this in our article about SBS and the evolution of multilingual media.

Companies need to consider the digital skills of their audience. What is effective for one person may not be for another. For instance, highly skilled migrants might prefer to receive information through messaging apps, social media, and podcasts. On the other hand, older migrants and refugees might find it easier to use more traditional methods, like phone messages.

 

Different Communication Platforms for NESB Clients

 

2. Understanding Literacy Levels in Non-English Speaking Clients

 

Verbal proficiency does not equate to literacy ability. With an average worldwide illiteracy rate of 18.9%, it’s crucial to develop strategies that consider literacy levels. For example, using audio-messaging through a system like LiME Multilingual Messaging can be an effective solution. When messages turn into discussions, it’s necessary to bring in phone, video, and on-site interpreters. Given that up to 6 million Australians may have very limited English reading and understanding skills, it’s a smart move to put these systems in place.

 

3. Consideration of Accents When Communicating with Non-English Speakers

 

Accents can sometimes add complexity to verbal communication. By using a variety of voice talents with different accents for different audiences, and providing video remote interpreting, it’s possible to enhance understanding and ease any uneasiness in non-English speakers.

 

It seems quite simple to mimic an Australian accent. However, how often have you winced at an American trying to copy it? Or been puzzled when someone asks you abroad if you’re from London. Every accent has its unique traits, influenced by the people you’ve lived with and the culture you’ve been raised in. The Australian accent can vary from region to region. This doesn’t make it any easier for a foreigner to imitate, much less comprehend.

People who don’t speak English may already feel uncomfortable, struggling to understand cultural and language differences when using services. Your organization can make this easier by using messaging services, interpreters and similar tools to enhance communication. We also suggest using voice actors with different accents for various audiences.

 

Importance of Accents in Communication with Non-English Speakers

 

4. Boosting Engagement for Better Loyalty with Non-English Speaking Background (NESB) Clients

 

Creating content in your clients’ native language and engaging with them via social media can greatly improve their engagement. This authentic approach to digital communication fosters a sense of belonging among your non-English speaking or CALD clients, resulting in better loyalty.

In simple terms, it’s important to create a bond with your customers to keep them interested and devoted to your business. This should be the same for your clients who don’t speak English. In fact, with today’s ever-present technology, it’s more important than ever. Clients look forward to receiving messages that are personal, easy to understand, and meet their specific needs. If your organization can deliver this, the end result will be satisfied clients who feel important and valued.

Don’t hesitate to interact with your clients on social media, and urge them to view your website, forums, and social media platforms as safe spaces to initiate discussions and ask questions. The more conversation you can generate, and the more engaged they are, the more control and influence they will feel. Ideally, they will not just be your fans or supporters, but also your advocates and representatives. This gives non-English speakers and individuals from different cultures a chance to feel a sense of belonging.

 

Conclusion

Non-English speaking background customers have the same needs as any other client. They require clear, accessible, and targeted content. With thoughtful communication strategies, you can meet their unique needs, foster deeper engagement, and build long-term loyalty.

All Graduates
All Graduates | 5 Apr 2019

In today’s globally connected society, building bridges with culturally and linguistically diverse (CALD) communities is crucial. Now more than ever, customers expect their experiences to be personal, accessible and catered to their specific needs. This is especially true for individuals from a non-English speaking background. 

So, let’s explore three effective strategies to engage your non-English speaking customers and clients.

 

Customer engagement through digital communication platforms

 

1 – Harness Communication Platforms Understood by Your Non-English Speaking Audience

 

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Efficient communication isn’t about adding or reducing channels; it’s about ensuring your messages resonate with your audience, especially those from non-English speaking backgrounds or those with low literacy skills. Solutions like telephone interpreter services and video remote interpreting can bridge gaps where physical interpreting isn’t viable. 

Harness the power of digital communication platforms to connect with your clients more effectively. Whether through Instant Messaging, Social Media, emails, apps, or your website, view these platforms as dynamic tools for engagement. It’s important to remember that just because your text is translated doesn’t necessarily make it accessible – the barrier may be one of literacy or familiarity with certain digital platforms.

Consider utilizing text, audio, and video communications to ensure that your non-English speaking audience can access your content, regardless of their literacy levels or English comprehension. 

 

2 – Make Your Content a Conversation

 

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The internet has revolutionized customer engagement by transforming one-way customer interactions into persistent dialogues. It’s crucial that your content speaks to your clients’ needs, in a language and format they understand. 

 

Telephone interpreter service for non-English speakers

 

Tools such as social media, personalised communications via email or chat, and audio messaging can help you develop new relationships and nurture existing ones. The goal is to encourage a two-way dialogue where non-English speakers can engage in meaningful ways.

You can easily adapt and repurpose your existing communications. For instance, you could transform a brochure into a shareable audiogram or record your FAQs in another language accessible via a telephone message service.

 

3 – Establish a Connection with Your Non-English Speaking Customers

 

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Engagement is about establishing an emotional connection. This is especially important when dealing with clients from culturally and linguistically diverse backgrounds. By creating content in their native language, you demonstrate authenticity and a genuine desire to meet their needs.

Digital communications provide an opportunity for dialogue and input from your audience. While it may seem daunting, this direct connection allows you to understand their needs better and continuously improve your products or services. This participatory dynamic turns your audience into not just consumers, but stakeholders and advocates.

Video remote interpreting facilitating communication

 

When your clients from non-English speaking backgrounds feel valued and connected to your service, they are more likely to invest in it. Language shouldn’t be a barrier to connecting with your audience. By leveraging digital communication platforms and adapting your approach, you can ensure your services resonate with all customers, regardless of their English background.

When your child asks for sushi in their lunchbox instead of a white bread vegemite sandwich, you know times have changed.

Elise Hearst
Elise Hearst | 25 Mar 2019

A stroll to your local shopping strip, or a scroll down your preferred food delivery app, reveals a lot about the culinary tastes and trends of our nation. Fish and chips, charcoal chicken, burger and a beer – once synonymous with Aussie culture, no longer dominate the restaurant and take-away market. They have been superseded by souvlakis, pizzas, and sushi; and more recently by curries, banh mi, and of course, the burrito (extra sour cream, extra guac – thanks). According to the data, Australians’ taste in food has evolved beyond meat pies to something far more representative of our status as a prosperous, food-loving multicultural nation. Market research analysts NPD declared in 2018 that ethnic fast food is the most popular cuisine among Australian millennials. It begs the question:

“In 2019, what is Australian food?”

 

You may as well ask “What does an Australian look like?” There’s no straightforward answer to either. Our palate is as diverse as the attendants at an Australian citizenship ceremony, or an AFL match (sorry, Rugby League if you’re from up north). As the song goes: “We are one, but we are many, and from all the lands on earth we come.” Since colonial times our interest in food has been largely shaped by global trends and waves of migration. An Australian summer staple, the pavlova was named after a visiting Russian dancer in the 1920s (apologies New Zealand, we know you claim its origin, but we’ll still claim it for dessert). Australian pub classic the chicken parma was inspired by an Italian eggplant dish. The well-loved Dim Sim (or “dimmie” as it’s often nicknamed), was in fact an Australian creation by a Chinese restaurateur in Melbourne in the 1940s, and has since become as ubiquitous as Smiths Chips. The Chiko Roll was born from the mind of a Bendigo boilermaker and made its debut in Wagga Wagga, a far cry from the land of the spring roll. But surely, Australian food has to be more complex than a bit of meringue or a deep-fried dumpling?! What does seem to be clear, is that since Australia began welcoming migrants from all backgrounds – regardless of race or religion – so too, have Australians embraced ethnic cuisines, and adapted them in our own unique ways.

“I’ve always said that I think Australian food is defined by the many ethnic communities that have migrated to Australia and the way we have as a collective, embraced their cooking techniques, ingredients and style”

Australian chef Dan Hong

 

This is evident not only in the changing face of the local takeaway, but in our rabid appetite for cooking shows with their casts of culturally diverse chefs and “reality” players. We can’t get enough of celebrity chefs – from Chinese-Australian Kylie Kwong to Greek-Australian George Calombaris, Malaysian-born Poh Ling Yeow to Vietnamese-Australian Luke Nguyen – and we are certainly happy to patronise their restaurants too. Calombaris, of Masterchef fame, is now the owner of 20 restaurants offering his signature Greek cuisine. In fact, over the last four years, ethnic cuisines such as Mexican, Turkish, Indian, Greek and Italian, have been the fastest growing foodservice categories, with sales increasing by 63%. NPD attributes the rise in popularity to the active participation of millennials in food and restaurant culture. Which perhaps is also code for millennials being very comfortable in the multicultural landscape, perhaps even more so than previous generations.

 

“Ethnic foods are fast becoming as Aussie as lamingtons and snags wrapped in sliced white bread.”

 

If we look at cosmopolitan Melbourne as a microcosm of multicultural Australia, you can see how different geographical areas are defined by their cultural specificity. Where the Victorian capital city used to have just Chinatown, there are now many distinct areas that are known for their migrant communities and the cuisines they are famous for. Locals and tourists alike are willing to travel far and wide in search of the next taste sensation. They’ll venture to Richmond just for a Vietnamese Pho, Footscray for Ethiopian injera, Oakleigh for a Greek Moussaka, Balaclava for a bagel, and Box Hill for Yum Cha. As we embrace these immigrant foods we are inadvertently reshaping our use of language, and evolving our national identity, creating pathways to not only appreciating those cultures, but understanding them. This results in immigrant languages and foods appearing in our day to day discourse and slang. Think how quickly Australians can turn a food phrase into a colloquialism: sanger, barbie, smashed avo, barra, snag. And think again about more recent incarnations of popular items on menus: sliders (mini burgers), bowls (rice, noodles), and wraps of any and every kind (falafel, burrito, souvlaki, – wrap it in gluten and we’ll eat it). No need to take an expensive trip to Southeast Asia. Restaurants flagrantly use the terms “hawker food” or “street food” to intimate the authenticity of their offerings.

“Food is the ultimate tool in fostering conversation and understanding between cultures.”

 

If anything, Australians’ relationship with food signals a shift in attitudes towards diverse cultures, races and religions. Food encourages conversation and understanding. Nick Temple, from Indigenous restaurant Charcoal Lane in Melbourne says, “People talk about Australia not having a cuisine… But when you’re in a space where you don’t recognise half of the ingredients on your plate, you’re not scared to ask questions. And that opens it up to more questions. It makes people recognise how much they don’t know about the country they live in.”What and how we eat changes the way we think about food, how we speak about food, and ultimately how we speak to each other. The feel-good takeaway (excuse the pun) from all this? Our rapid embrace of immigrant foods over the last ten years reflects our country’s capacity for tolerance and integration of an increasingly broad multicultural landscape.

“What’s next on the menu?”

 

We could hypothesise about the next food trend till the cows (or vegan friendly beef substitutes) come home. But there is no doubt that ethnic foods, just like ethnic culture is now intertwined with our personal identity. And more than ever, it is reflecting the core idea of Australia as a nation of battlers, each of us seeking a chance to flourish and succeed in a sometimes harsh and unforgiving physical and political climate. So, with the latest waves of new migrants coming from countries like South Sudan, Somalia,Iran, the Democratic Republic of Congo, Afghanistan, Eritrea, Ethiopia, Myanmar, Bhutan, Syria and Iraq, we can definitely expect new food trends. Before long you’ll probably be wrapping your mouth around some new taste sensations, and then, the Australianisation of those new tastes, with accompanying slang drifting into common parlance. So, pass the dead horse, and let’s go get some lunch.

“How have ethnic immigration trends impacted your business? Are you struggling to connect with culturally diverse communities?”

 

References
  • https://qsrmedia.com.au/research/news/aussies-spending-more-ethnic-restaurants-study-says
  • https://www.sbs.com.au/food/article/2017/11/12/are-we-any-closer-knowing-what-australian-f ood
  • https://mattersjournal.com/stories/swallowingourhistory
  • https://www.theguardian.com/australia-news/2018/apr/05/south-sudan-somalia-and-iran-excluded-from-one-of-australias-refugee-programs

Life is peppered with unexpected events...

Elise Hearst
Elise Hearst | 18 Mar 2019

As an immigrant in Australia, encountering language barriers is often an unavoidable part of life. However, for many businesses and organizations, overcoming these barriers is crucial to providing fair and equitable services. Professional interpreting services are essential tools that facilitate clear communication and ensure people from all backgrounds have equal access.

Studies show that qualified interpreters significantly improve comprehension for non-native speakers during complex or sensitive conversations. For skilled immigrants, interpreters can be the key to unlocking opportunities that would otherwise be inaccessible due to language alone. 

With nearly half of Australians either born overseas or with at least one parent born overseas, the impact of professional interpreting services on individuals and communities is huge.

For any organisation, making qualified interpreting services available is one of the most impactful ways to practice inclusion. It allows customers and clients from culturally and linguistically diverse backgrounds to fully participate, feel heard, and receive the same standard of care as native English speakers. 

In short, it is one of the most vital keys to equitable service delivery in our multicultural society.

 

The Growing Diversity in Australia Calls for Equitable Services

As Australia’s cultural diversity grows, the demand for professional interpreting services is essential for equitable access to services.

The Growing Need for Interpreters

With over 300 languages spoken across Australia, including Indigenous languages, communication barriers are increasingly common. Nearly 1 in 4 Australians were born overseas, and international students make up a large portion of tertiary education. Judicial, medical, and government services all require interpreters to properly serve diverse populations.

  • In 2015, over 11,000 court hearings involved interpreters to ensure justice and understanding.
  • Studies show the quality and availability of medical interpreters vary widely, despite the critical nature of accurate communication in healthcare settings.
  • Alarmingly, 20% of GPs don’t see the need for professional interpreters to gain informed consent from patients with limited English.

When legal or medical terminology needs to be interpreted, unqualified interpreters may lack the ability to properly translate, risking miscommunication and inequitable outcomes.

Why Professional Interpreters Matter

Professional interpreters have the necessary certifications and training to handle the nuances of legal, medical, and social services communication. They are:

  • Less likely to make errors that compromise care or legal rights.
  • Best-equipped to interpret complex ideas and terminology.
  • Most impartial, avoiding selective interpretation based on personal beliefs.
  • Bound by industry standards of privacy, confidentiality, and accuracy.

With the stakes so high, professional interpreting services are crucial for an equitable, just, and inclusive society. Government, businesses, and organizations must make them readily available to properly serve Australia’s diverse communities. 

By fostering understanding across languages and cultures, professional interpreters help create a society in which people from all backgrounds can achieve equal outcomes and access to opportunity.

Mind the Language Gap –
lack of access to, and understanding of the importance of professional interpreter services

The word “Mind the Gap” written on the floor of a railway. A word “language” inserted between the words “the” and “gap”.

The Risks of Language Barriers in Critical Situations

As an organisation, it’s critical to understand the risks of language barriers in high-stakes situations. Without professional interpreting services, your linguistically diverse clients can face anxiety, confusion, and potentially dangerous outcomes.

  • Comprehension is key. Just because someone can decode words doesn’t mean they fully understand the meaning or implications. Legal contracts, medical consent forms, and important notices often contain complex language and unfamiliar terms. For low-literacy or non-English speakers, this creates a significant barrier to comprehension.
  • Using family members or friends as interpreters is unethical and can be illegal. They often lack proper training and may interpret selectively based on their own beliefs. In medical settings, this can lead to misdiagnosis, improper treatment, and adverse health events.
  • Anxiety and distress frequently result from communication difficulties. Speaking with native English speakers alone can provoke anxiety in non-English speakers. Add in confusing procedures or legal matters and their distress escalates. It is an organization’s duty to avoid unintentionally causing harm by ensuring clear communication through professional interpreting services.
  • Equitable service delivery requires professional interpreters. They have the skills and training to properly interpret medical, legal, and social services terminology. Studies show professional interpreters improve care, reduce errors, and are vital for just outcomes. With Australia’s growing linguistically diverse population, professional interpreting is crucial to equitable access for all.

By understanding these risks and providing professional language services, you can gain your clients’ trust, improve outcomes, and ensure fair access regardless of language or cultural background. 

In today’s global community, that is the hallmark of an equitable, inclusive organization.

Professional Interpreters Enable Accurate Communication

Professional interpreters are essential for providing equitable services to clients from culturally and linguistically diverse backgrounds. 

Studies show that “Professional interpreters are the most skilled in medical interpretation, the least likely to make errors, and the only type of interpreter associated with overall improvement of care for patients with limited English proficiency.”

Using unqualified interpreters like family members can lead to “higher rates of clinically significant errors … and may interpret selectively to fit their own beliefs.”

 

Relying on children or relatives to interpret can be extremely traumatic for all involved. 

Professional interpreters have the necessary training, skills, and certification to accurately convey complex ideas between languages. They understand industry terminology and procedures, enabling clear communication and comprehension.

For many immigrants and refugees in Australia, English is not their first language. Professional interpreters help close the language gap and provide equitable access to services by facilitating understanding between clients and organisations. 

They play an important role in establishing consent, delivering justice, and supporting positive outcomes for linguistically diverse communities.

Using qualified interpreters is vital for any firm committed to accessible, equitable service delivery and caring for clients from non-English speaking backgrounds.

Professional interpreters enable accurate communication and comprehension, which is key to closing the language gap and providing culturally appropriate care.

 

 

Take a situation where the non-English speaker is a patient in a hospital where rapid decisions need to be made – an extremely confronting and stressful experience for both patient and family. Research from Sweden and America tells us that the quality, availability of, and access to interpreters varies widely amongst institutions (Schenker, Lo, Ettinger & Fernandez, 2017) (Jungner, 2018). Within the medical field, there is a concerning belief that using family members or untrained bilingual staff is an adequate means of communication. Alarming estimates suggest that 20% of Australian GPs do not consider it necessary to use a qualified interpreter to gain informed consent (Promoting the Engagement, 2013).

In the federal court system where there is a necessity for a high professional standard, there is a preference for NAATI-accredited interpreters. Unfortunately, they are not always available, resulting in the use of interpreters who may not have the adequate skills to interpret and reconstitute legal jargon (Perry & Zornada, 2015).

The risk of miscommunication, the risk of a lack of parity of meaning, is significant in both of these scenarios and certainly applies to other fields including welfare, aged care, and government service delivery. When the non-qualified interpreter does not have adequate certifications and lacks the ability to convey terminology or procedure, or where a cultural barrier exists that inhibits them from discussing certain topics, there is a worrying potential for severe ethical issues and inequity of outcome.

 

“In one documented case, a child of 10 years, suffered a severe post-traumatic stress reaction that saw her hospitalised for eight months; ​one of the triggers was being used as an interpreter between her family and medical staff​ for her younger sibling, who died of renal failure at the age of 13 months.”

Promoting the Engagement of Interpreters in Victorian Health Services, 2013.

Qualified Interpreters Improve Outcomes and Reduce Costs

Using properly trained interpreters is vital for businesses and organisations to provide equal services to customers from non-English speaking backgrounds.

Equity means giving people what they need to have equal opportunities and outcomes. For those with communication difficulties, equity requires enabling them to achieve the same level of positive results as others.

Professional interpreters have the proper training, certification, and ability to interpret complex ideas accurately. They are familiar with industry terminology and procedures. 

In healthcare, the quality and availability of interpreters vary widely between institutions. 

Alarmingly, some studies show that a fifth of doctors do not think it necessary to use a qualified interpreter for informed consent. In courts, while accredited interpreters are preferred, they are not always available, risking misunderstandings and unequal justice.

A professional interpreting services helps a Japanese client understand the meeting

Failure to provide professional interpreters in healthcare, welfare, aged care, education, and government can have dire consequences. There is a significant risk of miscommunication, lack of shared meaning, and inability to discuss sensitive topics. This threatens privacy, ethics, and equal outcomes, especially for migrants, refugees, and indigenous groups.

Using qualified interpreters improves communication, health literacy, and outcomes. It reduces costs from medical errors, unnecessary tests, and longer hospital stays. Most importantly, it upholds the human right to understand and be understood. 

For equitable service in our diverse, multicultural society, professional interpreting is not an optional extra but an essential investment.

Strategies to Improved Comprehension for Skilled Immigrants

As an immigrant in Australia, navigating unfamiliar systems and achieving your goals can be challenging when there are language barriers. And while professional interpreting services are critical for equitable access and outcomes, here are some strategies to help improve your comprehension on your own: 

Ask questions

Don’t be afraid to ask the speaker to clarify or rephrase to help you understand better. Say something like, “Could you please explain that in another way?” or “I’m not sure I fully understood. Can you give an example?” Asking follow-up questions shows you are engaged and interested in comprehending the information.

Paraphrase and summarise

Repeat back parts of what the speaker said in your own words to confirm your understanding. For example, say “So to summarise, you’re saying…?” or “To paraphrase, the main points are…?” This ensures accurate message delivery and allows the speaker to address any misunderstandings.

Take notes

Write down key terms, main ideas, dates, numbers, names, etc. as the speaker talks. Review your notes afterward to cement your learning and see if anything needs clarification. Notes provide a reference for later review.

Request written information

Don’t rely solely on verbal communication. Ask for any handouts, documents, website links, or other written materials to complement what was said. The combination of listening and reading boosts comprehension.

Review and reflect

Set aside time after the communication to think about what was discussed and how it impacts you. Try to connect new information to what you already know. Look up any unfamiliar words or concepts. The more you actively engage with the content, the more you will retain and understand.

Following these strategies will empower you to have more constructive conversations, make well-informed decisions, and access various services. Don’t hesitate to let organisations know if you need an interpreter or have any other needs to facilitate clear communication. 

Your participation and initiative are equally important.

Creating Accessibility for CALD Groups Requires a Holistic Approach

Creating accessibility for culturally and linguistically diverse (CALD) groups calls for a comprehensive and coordinated approach

Experts say that Australia needs to change its communication practices to make complex systems more accessible and achieve positive outcomes for everyone.

A Combination of Solutions

A combination of solutions, like professional interpreters, pre-recorded audio, and new technologies can help bridge the gap. While artificial intelligence and machine translation have a role to play, human interpreters are still needed for nuanced, complex conversations.

Pre-recorded audio in multiple languages can effectively convey routine information and procedures, especially for those with low literacy or vision impairment. Multilingual messaging services are helping make services more accessible and equitable. Research shows that inadequate translation is linked to higher healthcare costs.

A Shared Responsibility

Providing equitable service to CALD groups is a shared responsibility. Companies and organizations must ensure clients fully comprehend their rights and responsibilities. This means communicating in clear, easy-to-understand language, and engaging professional interpreters whenever needed to prevent harm. 

“Equity is the absence of preventable differences among groups of people”

(World Health Organization, 1948).

 
Equity, in relation to language services, refers to enabling those with communication deficits to achieve the same level of favourable outcomes as those without deficits.
 
An illustration showing the difference between equality and equity
 

Life’s challenges are hard enough to navigate without the added burden of a language barrier. By addressing this barrier through a combination of human and technological solutions, we can work towards equity for all.

Pre-Recorded Audio Can Bridge Gaps When Interpreters Are Unavailable

Professional interpreter services should be an essential part of any organization’s communication strategy, especially when servicing clients from culturally and linguistically diverse backgrounds. While technology like AI and machine translation have come a long way, human interpreters are still necessary to convey meaning accurately and build trust.

There are times when live interpreters simply can’t be engaged, often due to availability, cost, or the nature of the communication. In these cases, pre-recorded audio messaging in the client’s native language can help bridge the gap.

Audio recordings have several benefits over written translations:

  • They are more accessible for people with low literacy or vision impairment.
  • The tone and pacing can be tailored to the audience and subject matter.
  • Messages can be delivered across multiple channels like phone, SMS and mobile apps.
  • They prevent the over-reliance on family members, especially children, to interpret in sensitive situations.

What You Can Do

 

As an organisation or business, make equitable access to information and services for your linguistically diverse clients a priority. Some suggestions:

  • Engage accredited interpreters whenever possible for two-way communication.
  • Use multilingual audio messaging services to provide key information in the client’s language.
  • Train staff in cultural competency and how to work with interpreters.
  • Offer documents and forms in the most common languages of your client base.
  • Build strong relationships with local cultural groups and community leaders.

Life is full of challenges, and navigating complex systems in an unfamiliar language only adds to the difficulty. By making communication accessible through human and technological means, organizations can truly achieve equitable outcomes for all.

Organisations Have an Ethical Duty to Reduce Inequity

As Australia’s population becomes increasingly diverse, organizations must provide equitable services for all. For immigrant communities and those with limited English proficiency, language barriers can prevent full understanding and access. Using professional interpreters is key to overcoming these obstacles and reducing inequity.

However, many factors block the use of professional interpreters, including cost, lack of awareness about their importance, and the belief that bilingual staff or families can interpret. This creates risky situations for those with limited English.

To achieve equity, organisations must make professional interpreters available whenever communicating complex or sensitive information. They owe this duty of care to immigrant communities to enable full understanding and participation. 

Reducing language barriers also helps diminish systemic discrimination that can negatively impact health, education, employment, and legal outcomes.

Overall, professional interpreters play a vital role in an equitable, just, and inclusive society. Organizations should work to provide and promote these critical services. By doing so, they take an important step towards closing the gap for linguistically diverse groups.

Multilingual messaging services such as LiME are paving the way for equitable service delivery, by delivering pre-recorded audio across multiple communication channels.

 

Partnering With Language Service Providers for Culturally Sensitive Support

Partnering with professional language service providers is key to delivering culturally sensitive support for your diverse client base.

Qualified Interpreters Improve Outcomes

Engaging accredited interpreters helps minimize communication barriers for your non-English speaking clients while also reducing risks. 

For example, without a professional interpreter, a doctor explaining a treatment plan or seeking informed consent could be misinterpreted, and a patient may misunderstand post-operative care instructions or medication side effects. 

Similarly, legal counsel should ensure clients fully comprehend their rights and obligations before signing official documents.

professional interpreting services: a male and a female interpreter in action

Technology Supports Equitable Service

While technology like AI and machine translation has made progress, human interpreters remain necessary for nuanced, empathetic communication in sensitive contexts. However, technology does have a role to play in supporting interpreter services and equitable access.

For example, providing information in audio format, in addition to written communications, helps address issues of low literacy or vision impairment. Multilingual messaging services that deliver pre-recorded audio across multiple channels can convey key information to non-English speakers efficiently while freeing up interpreters for interactive dialog.

A combination of human and technological solutions allows organizations to prevent repetition, reduce costs, and improve outcomes. According to research, inadequate language services correlate with higher healthcare costs, so a holistic approach makes practical sense.

With a growing immigrant population and over 300 languages spoken in Australia, including Indigenous languages, professional language services are vital for fair and just service delivery across sectors. 

By partnering with accredited providers and leveraging supportive technologies, your organization can truly achieve equity and culturally sensitive support for all clients.

Conclusion:

Everyone deserves to be understood and respected when accessing any service or participating fully in your community. Professional interpreting services are a must to achieve this and uphold basic human rights. 

Now that you’ve learned about the many benefits of professional interpreters, don’t settle for less. Insist that any organisation you interact with provides skilled interpreters to facilitate clear communication and meaningful engagement. Your voice and experience matter. 

With the help of interpreters, language barriers can be overcome and equitable access achieved so you receive the same high-quality service as any other resident. You have the power to advocate for your needs and the needs of others in your community. 

Professional interpreting services should be the norm, not the exception so that we can work towards a truly inclusive society.

 

What can you do to create equity for your customers from non-English speaking backgrounds?

 

References

  • Schenker, Y., Wang, F., Selig, S.J. et al. J GEN INTERN MED (2007) 22(Suppl 2): 294. https://doi.org/10.1007/s11606-007-0359-1
  • How can I support a culturally and linguistically diverse person with a mental health condition?  From NSW Health
  • Engaging with culturally and linguistically diverse communities to reduce the impact of depression and anxiety: a narrative review by Amy E. Z. Baker PhD BHlthSc(Hons)(OccTh) BAppSc(OccTh), et.al, 2015

From humble beginnings as Radio Ethnic Australia in 1975, to a multiplatform, internationally-renowned broadcaster and the world's most linguistically diverse radio network.

Elise Hearst
Elise Hearst | 11 Mar 2019

Multilingual media is a vital part of Australian society, and SBS Radio has played a leading role in its development.

Have you ever wondered how it became mainstream in Australia? 

It all started in the 1970s thanks to a quixotic politician named Al Grassby. SBS Radio has been instrumental in promoting social unity and inclusiveness. It’s how one person’s vision helped create a more harmonious and connected society. 

This article explores the important facts about how Al Grassby and SBS Radio pioneered multilingual media in Australia.

SBS Radio aims to inform, educate, and entertain multilingual communities and promote social cohesion and inclusiveness.

 

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What Is SBS Radio and What Does SBS Stand For?

SBS stands for Special Broadcasting Service, Australia’s multicultural and multilingual public broadcaster. SBS reflects the cultural expansion and continuing success of the “melting pot” that is Australia – a linguistically diverse, vibrant, multicultural society. Its popularity is driven by a mission to provide access to high-quality media content to all “regardless of geography, age, cultural background or language skills”.

SBS has firmly planted itself as an ethnically diverse, inclusive, multilingual media pioneer on the world stage. Our increasingly diverse and interconnected world demands non-English, multi-platform communication.

The range of languages reflects Australia’s cultural diversity. SBS Radio aims to inform, educate, and entertain multilingual communities and promote social cohesion and inclusiveness.

SBS Radio has come a long way since it was launched in 1975. It now produces over 74 radio programs in 68 languages, reaching diverse communities across Australia. It has become an integral service for many new and emerging migrant communities. SBS Radio, along with SBS TV, reflects how Australia has embraced multiculturalism.

It aims to promote understanding between Australia’s many ethnic groups and foster inclusiveness. Al Grassby and Gough Whitlam’s vision of a multilingual broadcaster has enriched Australia’s media landscape.

The Visionary Behind It: Al Grassby and Multiculturalism

Al Grassby wearing a Mexican hatAfter the Second World War, Australia’s population boomed due to changes in immigration policy, with the government (at last) accepting new migrants from non-Anglo backgrounds. Radio and television, however, were slow to reflect the fast-changing identity of Australian society.

In 1973, the Immigration Minister Al Grassby, who would later play a fundamental role in the formation of SBS, remarked:

 

 

“How often do our television screens reflect anything like the variety of migrant groups encountered in a real-life stroll through our city streets?”

 

Albert Jaime Grassby was the visionary behind the creation of SBS Radio. As the Minister for Immigration in the Whitlam Government during the 1970s, Grassby was a champion for multiculturalism and improving government services for migrants. 

He believed Australia’s cultural diversity was a strength, not a weakness, and that promoting inclusiveness and harmony between ethnic groups should be a key goal.

Grassby advocated for more foreign language programs on the ABC and additional funding for ethnic community media. However, ABC was reluctant to increase multilingual content, claiming that its charter focused on English-language programming.

Grassby realized that a new public broadcaster dedicated to multicultural and multilingual programming was needed. His lobbying and vision were instrumental in the establishment of the Special Broadcasting Service (SBS) in 1975.

The Launch of SBS Radio in 1975

On June 9, 1975, a groundbreaking initiative known as Radio Ethnic Australia laid the foundation for what would become one of Australia’s most respected and influential media organizations. 

A portrait of Al Grassby, the visionary behind SBS radio and multilingual media

Al Grassby, the Commissioner of Community Relations at the time when it started, advocated for the addition of ethnic radio programs. In 1975, SBS began trialing five-minute radio programs in Italian, Greek, and Arabic. Their target audiences very well received these short segments. SBS Radio then started expanding its range of languages and program lengths. 

The new radio stations would broadcast 7 languages in Sydney on 2EA and 8 languages in Melbourne on 3EA, explaining the new Medibank scheme. Whilst only intended to be a vehicle for disseminating important messages about federal healthcare, the stations proved to be hugely popular. 

Australia’s new migrants were longing to hear familiar stories and news from their homelands and to be communicated within the languages they best understood.

What began as a 3-month trial would lead to the government’s establishment of the Special Broadcasting Service (SBS) for radio in 1978.

What started on the radio, extends to the TV

 

In 1980, SBS television first aired in Sydney and Melbourne and SBS broadcast radio programs in 15 languages for over 30 hours a week. The audience had spoken. Their enthusiasm for the station was undeniable.

By 1985, SBS was available in every Australian Capital City, cementing it as one of the five channels available on free-to-air television and radio. In the years following, the network established its reputation for outstanding international journalism, current affairs, as well as Indigenous content, and international cinema. 

It would acquire the rights to cover key international sporting events such as the FIFA World Cup, cementing its position as the go-to place for global sports including soccer, cycling, and the Olympics.

World News presenters such as Mary Kostakidis, Helen Kapalos, Lee Lin Chin, and Anton Enus would become household names, whilst reflecting the diversity of an ever-changing nation. Finally, the faces on our screens were beginning to mirror the “real life” that Immigration Minister Al Grassby had poignantly observed as missing from our televised media.

Today, the Special Broadcasting Service (SBS) continues to shape the landscape of multicultural media, captivate audiences with its diverse programming, and offer a platform for underrepresented voices to be heard.

For the first time in the Australian media landscape, people from non-English speaking backgrounds were not only being heard, they were the recipients of content that was created specifically for them.

 

A Lifeline for Migrant Communities

For newly arrived migrants in the 1970s, SBS Radio was a lifeline. It allowed them to stay connected with news and current affairs in their native languages. They could also share information relevant to their local communities in Australia. SBS Radio gave many migrants a sense of familiarity in an otherwise foreign environment.

Over the decades, SBS Radio has become an integral platform for cultural exchange and community building.

By reflecting Australia’s cultural diversity, SBS Radio helps migrants maintain their language and traditions, as well as develop their identity as Australians.

SBS Radio’s Multilingual Programming

SBS Radio started with programs in eight languages – Italian, Greek, Arabic, Turkish, Spanish, German, Croatian, and Serbian. Today, SBS Radio broadcasts in over 60 languages, making it one of the most linguistically diverse radio networks in the world. Some of the major language groups include:

  • Chinese (Mandarin, Cantonese, Hokkien)
  • Arabic
  • Vietnamese
  • Hindi
  • Korean
  • Somali
  • Punjabi
  • Dari and Hazaragi

 

Request a Quote Now

 

SBS Radio aims to celebrate Australia’s cultural diversity and connect communities through sharing information, stories, and music. Programs cover news and current affairs, music, culture, religion, and entertainment. Over two-thirds of content is locally produced, with programs made both in-house and in partnership with community organizations.

SBS Radio has over one million listeners each week, predominantly from non-English speaking backgrounds. Surveys show the majority of listeners tune in daily to access news, information, and entertainment in their native language and connect to their cultural heritage. 

For many older Australians from migrant backgrounds, SBS radio is their primary source of news and information.

SBS Radio’s multilingual and multicultural programming has been crucial for social connection in Australia. It has given a voice to marginalized communities, helped new migrants adapt to life in Australia, and enabled connections between diverse cultural groups.

 

The Growth of SBS Radio Over the Years

SBS Radio has grown tremendously since its inception in 1975. What began as a few hours of programming each week in a handful of languages has expanded to a 24-hour service broadcasting in over 60 languages.

an old radio used in the 1970s

Expanding Language Offerings

In the early days, SBS Radio only broadcast in a few major languages like Greek, Italian, Spanish, and Turkish. Today, SBS Radio aims to serve diverse multicultural communities across Australia by providing content in many languages from Europe, the Middle East, Asia, Africa, and Latin America.

Some of the more recently added languages include Dinka, Kirundi, Rohingya, and Hakha Chin.

Reaching More Listeners

Originally, SBS Radio could only be accessed on AM/FM radio in a few major cities. Now, SBS Radio is available across Australia on DAB+ digital radio, online at sbs.com.au/radio, via the SBS Radio app, and on DTV channels. 

SBS Radio also live streams all channels, so people can listen anytime on their connected devices. These expanded distribution channels have allowed SBS Radio to reach many more listeners.

Valuing Input from Communities

SBS Radio has been committed to community consultation from the beginning. It aims to understand the needs of multicultural communities and deliver content that is relevant and meaningful. SBS Radio actively seeks input from community members and leaders to help shape programming in different languages. 

Community advisory groups provide feedback on issues like content, presentation, and scheduling.

SBS Radio has achieved remarkable growth over four decades, overcoming many challenges along the way. 

 By staying true to its mission of inclusiveness and diversity, SBS Radio continues to serve new generations of Australians from non-English speaking backgrounds.

 

Other SBS Radio Channels and Services

SBS Radio broadcasts a variety of multilingual and multicultural radio channels in addition to their mainstream stations.

SBS Hindi

This channel provides news, current affairs, culture, music, and entertainment to Hindi speakers across Australia. It features programs on politics, business, social issues, arts, culture, and community news.

SBS Arabic24

SBS Arabic24 radio delivers news, information, culture, and entertainment for Arabic speakers in Australia 24 hours a day, 7 days a week. It features live news coverage, analysis of current events, cultural programs, sports news, documentaries, music, and community information.

SBS Chinese

This channel serves Chinese communities across Australia with programs on news, current affairs, culture, music, and community information in Mandarin and Cantonese. It aims to inform, educate, and entertain Chinese-speaking Australians with content relevant to them.

SBS PopAsia

SBS PopAsia radio plays the latest Asian pop music from artists across Asia and promotes contemporary Asian pop culture. It features Korean pop (K-pop), Japanese pop (J-pop), Chinese pop (C-pop), Taiwanese pop (T-pop), and more from China, Taiwan, Hong Kong, Macau, Japan, Korea, Malaysia, Indonesia, Thailand, and Singapore.

In addition to radio channels in various languages, SBS also offers podcasts, online streaming, and digital radio to provide greater accessibility and choice to listeners. By offering news, information, and entertainment in many languages, SBS Radio helps new migrants maintain connections to their culture and homelands as they settle into life in Australia.

 

The Importance of Multilingual Media Representation

Multilingual media plays an important role in promoting inclusion and diversity. When radio stations, TV channels, and other media outlets provide content in multiple languages, it gives more people the opportunity to access information and feel represented.

Accessibility and Representation

For linguistically diverse communities, multilingual media is crucial for accessibility. When content is only available in a primary language like English, it excludes those who aren’t proficient or prefer to engage in their native tongue. Offering media in a variety of languages allows more individuals to stay informed and connected.

Multilingual media also helps promote cultural diversity by spotlighting stories from different ethnic groups. Hearing languages and accents from around the world on the airwaves reminds us that Australia is a vibrant, multicultural society. Giving airtime to multicultural voices and content boosts visibility and inclusion.

Multilingual media encourages understanding between all groups, which is vital for a harmonious, multi-cultural nation like Australia.

The Strength of Language Diversity

Another key importance of multilingual media representation lies in the power of language variety.

When different languages are celebrated and promoted through media platforms, it fosters a sense of appreciation and respect for various cultures and languages.

Language is an essential part of one’s identity and heritage. By providing content in multiple languages, it allows individuals to connect with their roots, maintain cultural ties, and preserve their linguistic traditions.

It creates a space where people feel seen, heard, and validated in their language preferences.

Moreover, embracing language diversity through media representation encourages linguistic inclusivity and breaks down barriers. It promotes a society where people from different language backgrounds can communicate and understand each other better. 

By showcasing stories, news, and entertainment in various languages, multilingual media bridges the gap between communities, fostering a sense of unity and understanding.

Promotes Language Learning And Cultural Exchange

In addition, multilingual media representation encourages the acquisition of language skills and fosters cultural interchange. It serves as a valuable resource for individuals who are interested in exploring new languages and cultures. 

Through exposure to different languages, listeners and viewers are encouraged to broaden their horizons, develop empathy, and gain a deeper understanding of the world around them.

Creates Pathways for Economic Prospects

Another importance of multilingual media representation opens doors for economic opportunities. As globalization continues to connect different regions and markets, businesses recognize the importance of reaching diverse audiences.

By utilizing multilingual media platforms, companies can effectively communicate their messages to a wider range of potential customers, ultimately driving economic growth and fostering international collaborations.

The Future of SBS Radio and Multilingual Broadcasting 

The future of SBS Radio and multilingual broadcasting in Australia looks bright. As the population becomes more culturally and linguistically diverse, the demand for media in languages other than English will likely increase.

Growth of migrant communities

With steady immigration from non-English speaking backgrounds, Australia’s cultural diversity continues to grow. Migrant communities prefer to engage with media in their native languages, allowing them to stay connected to their cultural heritage. SBS Radio, as a public broadcaster, aims to serve these communities and give them a voice.

Funding and support

Government funding for SBS ensures it can provide radio services for minority groups that commercial stations may overlook. However, funding cuts threaten these services. Support from listeners and advocacy groups helps demonstrate their importance.

New platforms

SBS Radio already live streams all its stations and many podcasts are available on demand. As new platforms emerge, SBS can reach more listeners through smart speakers, mobile apps, and other devices. 

However, some older listeners still prefer traditional radio. SBS needs to utilize both new technologies and existing broadcast infrastructure. 

Not all migrants from non-English speaking backgrounds are as technologically proficient as one another. In a paper delivered by Pino Migliorino, a leading commentator and expert around cultural diversity, he found that there may be a high discrepancy between the digital capabilities of people from non-English speaking backgrounds, depending on their life experience.

For example, refugees and older migrants (23% of the Australian population aged over 65 years come from a migrant background) are typically not as digitally literate as skilled migrants.

A study conducted by Migliorino of skilled migrants of Indian descent revealed that an astonishing 94% of those interviewed use social media, whereas older CALD migrants are “generally unlikely to have received training in the use of many new technologies”  (Migliorino, 2016).

“Communication and the ability to access information are key components of any democracy – key factors in the process of allowing all citizens and residents to understand their rights and fulfil their responsibilities.”

(Migliorino, 2016)

 

Addressing isolation

For some elderly or housebound listeners, SBS Radio provides a vital source of news, information, and companionship in their language. Regular call-in shows also combat isolation by allowing listeners to connect with others in their community.

Promoting social cohesion

By giving a voice to diverse communities, SBS Radio helps promote inclusiveness and strengthens social bonds. When people can share experiences and engage in dialog, it fosters understanding and harmony between groups. Multilingual media plays an important role in shaping a cohesive multicultural society.

For CALD (culturally and linguistically diverse) people and communities, access to digital content is really important. It allows them to resource content for themselves, represent themselves to voice their concerns, and to share their experiences with each other by communicating amongst themselves

(Migliorino, 2016).

 

Conclusion: 

And so we see how Al Grassby’s vision and passion, combined with the lobbying efforts of ethnic communities, led to the creation of SBS Radio. Providing news and entertainment in over 60 languages, SBS Radio has been instrumental in helping new migrants maintain connections to their cultures and in fostering social bonds in Australia’s culturally diverse society. 

While the early years were a struggle, today SBS Radio continues to adapt to the changing face of Australia. It remains an essential service for hundreds of thousands of listeners from all walks of life who tune in each week to hear the familiar sounds of home. 

SBS stands as a shining example of the power of media to bring people together, promote inclusivity, and amplify diverse voices.

Through its commitment to multilingualism, professional development, and authentic storytelling, SBS continues to shape Australia’s media landscape, leaving an indelible mark on the nation’s cultural identity. 

What stories or messages do you have to deliver? Who is your audience? Can your audience listen to your messages in a language they can understand?

 

Here at All Graduates, we are committed to working with our clients and the wider community to promote multilingual representation in media in all of its forms. We exist to help build bridges between cultures and to create a more inclusive society. 

Lastly, we believe that everyone has a story to tell, and we want to help everyone tell their story in their own language.

Find out how you can use multiple digital platforms and audio to connect with your customers and clients.

 

References:
  • The Connection Between Multilingualism and Business Success
  • The Importance of Representation in Film and Media by Lauren Washington
  • The importance of children’s representation in literature and media by Arianna Braga
  • 40 years of history, broadcast to you on SBS Radio
  • A Brief History of SBS

 

 

Have you ever had a misunderstanding with someone from a different culture? 

Ellias Appel
Ellias Appel | 4 Mar 2019

In our interconnected global landscape, businesses are no longer confined by borders. This makes navigating the intricate web of cross-cultural communication challenging, that’s why we came up with these key principles of cross-cultural communication in business. 

Australia, being a vibrant multicultural nation, understands the significance of effective cross-cultural communication in the world of business. Entrepreneurs are expanding their horizons and engaging with partners, clients, and customers from diverse cultural backgrounds.

Let us ask you a question: Have you ever had a misunderstanding with someone from a different culture? 

Chances are, you have. 

In this article, we delve into the heart of effective communication across cultures. We’ll explore the fundamental principles that bridge gaps, foster understanding, and create fruitful collaborations. From decoding non-verbal cues to embracing diversity, each principle is a stepping stone toward building strong international partnerships.

This comprehensive guide will unravel the complexities of cross-cultural communications tailored to meet the needs of businesses and entrepreneurs in Australia. 

What makes this guide valuable for Australians? – You might ask. 

The answer lies in the unique cultural tapestry of Australia itself—a nation that prides itself on its multicultural heritage. Australians, with their friendly and open-minded attitude, are well-placed to excel in global business ventures. By grasping these key principles, Australian entrepreneurs can not only expand their businesses overseas but also create inclusive environments right at home.

So are you ready to become a cross-cultural communication pro? 

Let’s dive in.

1 – Be Aware of Your Own Communication Style

The first among the key principles of cross-cultural communication in business is being aware. The way you communicate says a lot about you and your cultural values. As an Australian business owner, your style is likely casual, straightforward, and egalitarian. But for someone from a different culture, your communication habits could come across differently.

It’s important to recognize how your own beliefs and expectations shape the way you interact with others.

One of the key principles in cross-cultural communication is being aware of other people’s communication styles

Humans naturally tend to see people from different groups as outsiders. This tendency leads to forming stereotypes or generalizations, according to Gestalt theory.

Things you consider polite or efficient may be offensive or confusing to someone else. For example, gesturing for someone to hurry up or waving them off may seem rude to other cultures where non-verbal communication is more nuanced.

Do some self-reflection on your communication style and habits. Try to identify any assumptions you make about others and be open to different perspectives. This awareness and flexibility will help you better serve culturally diverse clients.

When interacting with non-English speakers especially, adjust your style to be more attentive, patient, and inclusive.

“It is important to be aware of your own values, beliefs, expectations and cultural practices, and consider how these impact on your responses, interactions and service provision to people from cultures different from your own.”

Queensland Department of Health.

 

2 –  Do Not Assume English Proficiency

When communicating with culturally diverse clients, never assume a high level of English proficiency. Many non-native English speakers experience anxiety when interacting in English, which can hamper their ability to communicate effectively.

If your client is smiling and nodding, it doesn’t always mean they fully understand. They might be doing it nervously to seem competent, not because they’re sure about what’s being said. 

To figure out if they need an interpreter, ask open-ended questions that need more than a yes or no answer. You can also ask them to explain what you’ve said in their own words. This isn’t meant to embarrass them but to see if they’re having trouble understanding.

Some signs that a client may have limited English proficiency include:

  • Avoiding eye contact. This could be a mark of respect in their culture rather than shyness.
  • Relying on a family member to interpret. While convenient, family members are not professional interpreters and may fail to fully convey critical information.
  • Difficulty understanding complex terms or following fast speech. Slow down your speaking pace and avoid jargon.
  • Expressing confusion or a lack of comprehension. Don’t hesitate to clarify and check for understanding.

a cartoon illustration of two guys talking to each other

To ensure your communications are received and understood, consider offering information in the client’s native language through channels like:

  • Bilingual staff members. If available, bilingual staff can help put clients at ease by communicating in their native tongue.
  • Professional interpreters. Don’t underestimate the value of a qualified interpreter, especially for sensitive or complex discussions.
  • Translated documents. Provide key information like intake forms, educational materials, or terms of service in the client’s native language.
  • Audio messages. For low-literacy clients or those without written language, recorded audio messages are an effective way to share details. Look for services that offer translation and distribution.

Failure to address language barriers and offer adequate language support can lead to anxiety, confusion, and lack of comprehension for non-English speaking clients. By making inclusiveness a priority and providing a variety of communication options, you’ll ensure all your clients receive the level of service they need.

3 – Don’t Equate English Skill with Intelligence

Just because your client struggles with English does not mean they lack intelligence or competence. Many highly educated professionals face challenges in learning a new language, especially one as complex as English. Do not make assumptions about someone’s mental abilities based solely on their English proficiency.

Rather than judging a client’s intelligence, focus on finding ways to effectively communicate. Using an interpreter or translation services allows you to have a meaningful dialogue and gain valuable insights. With patience and the right resources, you can have a productive working relationship regardless of language barriers.

The meaning and nuance of phrases often get lost in translation. Concepts common in English may be unfamiliar in other cultures and languages. For example, medical terms like “low-fat diet” or “high blood pressure” could confuse those without a healthcare background.

For instance, in Melbourne, we have something called ‘hook-turns,’ a unique maneuver for trams. When you translate this term into Arabic using Google Translate, it becomes ‘link turn.’ This highlights a scenario where not using the right language services could lead to more problems.

A client’s poor English skills often stem from a lack of opportunity or exposure, not a lack of intelligence. For many, learning English as a second language can be an immense challenge requiring time, dedication, and access to resources that are not always available.

Sandals, pluggers, flip flops, thongs

Sandals, pluggers, flip flops, thongs?

 

4 – Expecting Competent Literacy in their Native Language is a Mistake

Expecting your culturally diverse clients to have a high level of literacy in their native language is a mistake that can lead to confusion and anxiety. Many Australians struggle with literacy for a variety of reasons, and non-English speakers are no exception.

There is a reason why this is one of the key principles of cross-cultural communication because according to studies, over 30% of Australians from non-English speaking backgrounds might find it challenging to read and write in English. Just because someone speaks another language does not mean they can read or write in that language.

Do not assume that translating your communications into another language will be effective.

So what can you do?

Provide information in Multiple Formats

To reach all of your clients, provide information in various formats beyond the written word. Explaining things verbally, offering telephone messaging services, using graphics and illustrations, and sharing audio recordings can help get your message across.

For example, you might turn an info brochure into an audio message that can be accessed over the phone or shared on social media. Services like LiME allow you to record messages in multiple languages to reach non-English speaking clients across various channels.

Reduce anxiety by avoiding assumptions 


Non-English speakers often feel anxious when trying to communicate in English, especially in high-pressure situations like medical appointments or job interviews. Surrounding someone with complex language they struggle to understand can be intimidating and complicate their ability to communicate.

Take time to determine your client’s level of English proficiency and their preferred method of communication. Speaking slowly, avoiding jargon and complex terminology, and offering interpreter services or telephone messaging in their native language can help reduce anxiety and ensure your message is received.

Making assumptions about your clients’ abilities often leads to confusion, isolation, and failed communication. By providing information in multiple formats and taking steps to reduce anxiety, you can engage your culturally diverse and non-English speaking clients more effectively. Evaluate your current practices and make adjustments to accommodate people from all backgrounds.

 

“Multilingual messaging services such as LiME give you the flexibility to deliver pre-recorded audio to low literacy and non-English speaking clients across multiple communication channels”

 

5 – Failing to Involve an Interpreter

Failing to involve an interpreter when interacting with clients from non-English speaking backgrounds can be detrimental to effective communication and negatively impact their experience. This is why it is part of the key principles of cross-cultural communication in business. 

As a business, it is important to recognize that a client’s English proficiency should not be assumed, even if they appear reasonably fluent in conversational English.

Complex or technical discussions may prove challenging without the aid of a professional interpreter. An interpreter can help to clarify meaning, relay cultural nuances, and ensure full understanding between both parties. While relying on a bilingual staff member or family member can be an option, a qualified interpreter should be engaged in important interactions to avoid misunderstandings.

Remember, even with a shared language, cultural differences in communication styles can lead to confusion. Interpreters can explain subtle meanings that may otherwise be missed.

Consider your client’s needs

Put yourself in your client’s shoes. How would you feel surrounded by a group of professionals discussing a serious medical diagnosis or legal issue in a language you struggle with? Anxiety and confusion would likely ensue. Provide your clients with the means to fully comprehend discussions that impact them by offering interpreter services.

Enable Complete Involvement

With an interpreter on hand for important meetings and phone calls, you enable full participation from non-English speakers. They can ask questions, understand responses, and feel heard. Meanwhile, you gain insights that may have been lost without skilled interpretation.

Build trust through understanding

Taking steps to facilitate clear communication and address literacy needs helps to build trust in the client-business relationship. Your clients will appreciate your consideration of their circumstances and your willingness to go the extra mile to ensure they feel heard and understood. In turn, addressing communication barriers in this way can lead to greater client satisfaction, loyalty, and improved outcomes.

Making assumptions about a client’s communication needs based on their English proficiency or literacy levels risks misunderstandings, confusion, and a poor client experience. Failing to provide interpreter services or alternative formats denies clients full access and participation.

 For culturally and linguistically diverse clients, overcoming communication barriers is key to an empowering and impactful relationship with your business. With some forethought, these barriers can be addressed through professional interpreting services and multilingual messaging.

 

“We can help you best serve your non-English speaking and low literacy clients.”

 

6 – Engage in Meaningful Conversations

One of the key principles of cross-cultural communication is to immerse yourself in deep talks. 

To effectively communicate across cultures, engage in genuine conversations. Ask open-ended questions to start a dialog and show interest in learning about the other person.

A good way to start is by asking about family, work, hobbies, or home country. People will usually open up when you express interest in them. Listen without judgment and share information about yourself too, to build rapport and trust.

Be patient if there are language barriers. Speak clearly and avoid complicated words and idioms that may confuse the other person. Repeat or rephrase if needed. Don’t hesitate to politely ask for clarification if you’re unsure.

Discuss cultural similarities and differences respectfully. Share information about holidays, traditions, or values in your own culture and ask questions to learn about theirs. Find common ground and show appreciation for diversity.

Most of all, approach each conversation with an open and curious mind. Set aside stereotypes and preconceived notions. Treat each person as an individual and seek to understand them. Building connections through genuine, cross-cultural conversations is the key to successful communication and relationships.

7- Be Attentive to Non-Verbal Cues

When communicating across cultures, pay close attention to non-verbal signals. Things like eye contact, gestures, and body language can have different meanings in different cultures. For Australians, eye contact is usually seen as a sign of active listening and honesty. However, for some cultures, avoiding eye contact is a sign of respect.

Before assuming someone is being rude or disengaged, consider their cultural background. If they seem uncomfortable making eye contact, try to put them at ease by also averting your gaze at times. Look for other signs that they are listening, such as nodding or leaning in. Mirroring their body language and speaking in a calm, friendly tone can help build rapport.

key principles of cross-cultural communication: a thumbs-up gesture can mean differently across cultures

Similarly, be aware that gestures, facial expressions, and proximity to others can differ across cultures. A “thumbs up” sign, for example, is positive in some cultures but offensive in others. Do some research on the cultural groups you interact with often to understand appropriate behavior. When in doubt, a smile, a polite greeting, and an open-minded attitude can go a long way.

Give people time to respond, as it may take longer to translate in their head or formulate a response. Extend the normal pause time in a conversation by a few seconds. This can reduce the chance of misunderstandings and prevent cutting someone off before they’ve had a chance to contribute.

With empathy, patience, and a willingness to understand other perspectives, you’ll find connecting across cultures rewarding. Make the effort to pick up on non-verbal cues, adapt your communication style, and clarify misunderstandings. Your cross-cultural interactions will be richer and more meaningful as a result.

8- Respect Cultural Differences

When communicating across cultures, respecting differences is key. Assume that people from other cultures view the world differently than you. Their values, beliefs, and communication styles have been shaped by their cultural upbringing, just as yours have.

Rather than judging these differences as right or wrong, seek to understand them. Ask open-ended questions to learn about cultural traditions and norms. Be curious and willing to see from multiple perspectives. Some things that seem strange or illogical to you may make perfect sense within that cultural context.

For example, avoid direct eye contact or a firm handshake in some Asian cultures where it can be seen as disrespectful. In some Aboriginal or Torres Strait Islander communities, avoid using someone’s name after they have passed away out of respect. Learn about cultural taboos and sensitivities that could offend.

Making assumptions based on stereotypes is dangerous and can damage relationships and trust. Treat each person as an individual. While trends may exist within cultures, there is diversity among individuals. Someone’s cultural background alone does not define them.

When miscommunications or misunderstandings occur, remain patient and respectful. Apologize sincerely and work to find common ground again. Compromise when possible, as forcing your way of doing things onto others is unethical.

With an open and willing attitude, you can build strong cross-cultural relationships based on mutual understanding and respect. Focus on listening, empathy, and finding shared values. Respect differences rather than trying to eliminate them. Communicate with care, compassion, and cultural sensitivity. This inclusive approach will lead to more meaningful exchanges and cooperation.

9- Utilise Professional Translators

The last of the key principles of cross-cultural communication in the business arena is utilising the services of professional translators. 

When conducting business across cultures, professional language services are invaluable. Utilising interpreters and translators help ensure your message is received accurately by those from diverse linguistic backgrounds.

As a business, it’s important to recognize that not all of your clients and customers will speak English fluently or at all. Assuming otherwise risks miscommunication and damaged relationships. 

Instead of relying on staff members with some language proficiency or expecting clients to “make do,” invest in professional interpreters and translators. They have the expertise to navigate cultural nuances and properly convey information in both directions.

For written communications, professional translators transform your content into the target languages of your audience. 

They go beyond word-for-word translation to craft messaging that resonates culturally. Your organization appears more accessible and inclusive, which fosters goodwill and loyalty.

Some additional benefits of utilizing language services such as translators include:

  • Avoiding confusion and offense by ensuring messages are culturally and linguistically appropriate.
  • Gaining access to wider markets by reaching non-English speaking clients and customers.
  • Improving client satisfaction through ease of access and understanding.
  • Mitigating legal risks associated with miscommunication.
  • Enhancing workplace inclusiveness by empowering employees from diverse language backgrounds.

With many options for remote and on-site interpreting and document translation, professional language services have never been more convenient or vital for cross-cultural business communication. 

Make the investment in your organization’s multilingual capacity—and in showing respect for the diversity of your clients and customers. The rewards of clear, meaningful exchange are well worth it.

Conclusion: 

You’ve just learned some key ways to connect across cultural divides and thrive in our global economy.

As we reach the conclusion, it’s clear that understanding these key principles of cross-cultural communication in business is not just a choice, but a necessity in today’s globalized world. Now that you understand how to adapt your communication style, build trust, avoid stereotyping, encourage feedback, and foster inclusion, you’re well on your way to becoming an effective cross-cultural communicator.

Mastering these key principles of cross-cultural communication opens doors to endless opportunities in the international business arena. Apply these principles in your workplace and beyond, continue learning from every interaction, and make the effort to understand different perspectives. 

With an open and curious mindset, you’ll be collaborating, innovating, and achieving at a whole new level.

Moreover, we’ve learned that effective cross-cultural communication begins with embracing diversity. Australia’s rich multicultural fabric provides a strong foundation for this understanding. By acknowledging and celebrating our differences, we create an environment where collaboration and innovation flourish.

Armed with knowledge, empathy, and a commitment to understanding others, people here at All Graduates are well-equipped to navigate the intricate pathways of cross-cultural communication. We embrace these principles, celebrate diversity, and venture forth into helping the global marketplace with confidence, knowing that our services will not only drive business success but also foster a world where mutual respect and understanding prevail.

Let us be your partner as we wish you safe travels on your cross-cultural business journey and endeavour. 

References

  • Australia. Queensland Health. Queensland Health Language Services Policy [online] 2000 [cited July 2007]
  • When Culture Doesn’t Translate by Erin Meyer. Published in Harvard Business Review, 2015
  • Working on Common Cross-Cultural Communication Challenges by Marcelle E. DuPraw and Marya Axner
  • The 5 Keys to Cross-Cultural Communication Success by Bianca Modo, 2023