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French to English: Corporate Communication Detailed field: Advertising / Public Relations
Source text - French
Quand une entreprise décide de communiquer sur la RSE, le plus souvent sur une partie de la RSE, elle peut le faire par pur opportunisme et parce que le sujet est à la mode (note pour ces entreprises : ce n’est pas une mode, la façon dont la RSE sera abordée changera, mais elle sera là tant que l’évolution du climat ira dans le même sens – autrement dit, pour un bon bout de temps), mais dans ce cas le bénéfice est maigre, et il ne dure jamais bien longtemps. Tôt ou tard cette entreprise sera démasquée et son image en pâtira, ce qui pour moi constitue une faute professionnelle de la part des responsables communication : notre métier est de construire une image sur la durée, pas de faire des coups qui, à l’inverse de l’objectif premier, fragilisent l’entreprise.
[…]
Com RSE réussie = pas de greenwashing = communication responsable
Le principal risque de la communication sur la RSE est l’accusation de greenwashing. À de rares exceptions près, elle scelle de manière quasi-irréversible le sort de l’entreprise sur le sujet. Elle perd toute crédibilité, ce qui affecte son business, et il doit se passer un certain temps avant qu’elle ne puisse aborder de nouveau ce champ. Et d’où viennent la grande majorité des cas de greenwashing ? D’une incohérence entre la communication RSE et la communication de l’entreprise sur tout autre sujet (communication commerciale, financière, corporate). Quand la com RSE vient tenir un discours à l’inverse de celui que l’entreprise a toujours tenu, il y a anguille sous roche (ou baleine sous gravillons, c’est selon). Exemple typique, que je répète souvent tant il est bon ( !), Carrefour a sorti en 2004 une campagne sur la modération de la consommation, avec le slogan « mieux consommer, c’est urgent », alors qu’à peu près au même moment sa communication produit disait exactement l’inverse : « rendre moins cher ce que vous consommez souvent ». Tollé, et finalement abandon du discours RSE sous cette forme. Je ne suis pas certain que la marque s’en soit encore relevée.
Autrement dit, si l’on veut réussir sa communication RSE, les autres domaines choisis comme thèmes de communication doivent être à l’unisson. Le choix d’aborder la RSE doit donc logiquement se traduire par un changement au seul niveau où l’on peut contrôler la cohérence des messages : celui de la stratégie de communication.
A company may decide to promote its corporate social responsibility (CSR) — or, more usually, some aspect of its CSR — out of simple opportunism and because it is trendy. (Such companies should note that this is not a fad. How CSR is handled may change, but it will be around as long as it is part of the Zeitgeist: that is, for a good, long time.) This approach is of limited benefit and it never lasts very long. Sooner or later, these companies will be found out, to the detriment of their reputations. I view this as a form of professional misconduct on the part of the company’s public relations (PR) team. Our job is to build up a company’s image over the long term, not to engage in publicity stunts that just end up weakening it.
[…]
Successful CSR PR = No Greenwashing = Responsible Communication
Accusations of greenwashing are the main risk to which CSR PR is exposed. With very few exceptions, being accused of greenwashing will seal a company's fate in this area, in a way that is practically irreversible. There is loss of credibility, which has repercussions on business, and then some time must pass before these issues can be brought up again. And where do the vast majority of greenwashing cases come from? From a mismatch between CSR communication and the rest of the company’s marketing, investor relations and corporate communication. There is always something fishy going on (sometimes so much so that it “stinks on ice”) when CSR PR tries to take positions that contradict a company’s usual messaging. One case in point, which I bring up a lot because it’s so good (!), involves a 2004 ad campaign for the Carrefour superstore chain. The slogan “Consume better: it’s urgent!” (in other words, “less-is-more” ethical consumerism is what is important) was used at the same time as product advertising with precisely the opposite message: “Making what you use most cost less” (or, keep on consuming: lower prices are what matters). There was an outcry and the company had to withdraw this version of its CSR PR effort. The brand still seems to be trying to recover.
For CSR communication to succeed, all other areas of the company’s communication must speak in unison with it. Choosing to get into CSR should therefore lead to changes in the communication strategy itself: this is the only way to ensure consistency in messaging.
My career as a translator began in 1994, when I worked for two years as a language assistant (lecteur) in English at the École Normale Supérieure de Fontenay/St Cloud. My job was to translate journal articles and book chapters written by professors. Over the following years, while I pursued training in psychoanalysis and taught English in the French university and in private-sector adult continuing education, psychoanalysts and university professors continued to ask me to translate their writing (see a list of my published translations). I enjoyed this, so much so that I decided to become a full-time freelance translator in 2011.
I am a native speaker of American English who has published scholarly works in French and English (see a list of my publications). With my background in theory and literary criticism, my strong research skills, and my years of teaching English as a second language to professionals and university students, I am able to understand complexities of meaning and expression in a wide variety of texts, from academic research to business letters and medical reports.
Clinical Psychoanalysis - Psychology - Mental Health - Health Care - General Medical
Background
Psychoanalytic training, including attending case presentations in French mental hospitals and other clinical settings and participating in study groups with practicing clinicians. In addition, I taught English for a year in a Master's program in health administration at Paris Dauphine University.
Projects
I have translated a wide variety of psychoanalytic and medical texts, from case histories written for academic journals to product brochures, as well as as medical reports, letters, progress notes and forms related to the French national health care system.
Theoretical Psychoanalysis - Critical Theory - Humanities - Social Sciences - General Academic
Background
I come from a literary background and have experience with texts on literature, philosophy, art and film theory, sociology, heterodox economics and economic history, and other social sciences, especially those using qualitative methodologies. I also have extensive experience with the French and American higher education systems.
Projects
I have translated scholarly books, articles and conference papers, along with magazine articles, course descriptions, thesis reports, research proposals, websites, abstracts, transcripts, and other related documents and forms.
Examples: A selection of examples of my work on the Internet and more sample translations.
Translations: A bibliography of published books and articles I have translated.
Writing: Information about my own research and publications.
Education
Ph.D. in English Language and Literature, Princeton University.
DEA (Master’s-level degree) in Psychoanalysis, University of Paris 8.
Thank you for viewing my profile. Please visit my website at https://jhollandtranslations.com/ or contact me directly if you need any additional information. I would be delighted to put my experience and savoir-faire to work for you and for your clients.
