PR in Quebec is about adaptation, not translation
PR in Quebec is about adaptation, not translation https://northstrategic.com/wp-content/uploads/North-MLS-X-AnnieClaudePhotographie-39-Copy-1024x934.jpg 1024 934 Jonathan Forani https://secure.gravatar.com/avatar/0224c5ae9357da0ca0dcbe96be87c430?s=96&d=mm&r=gBy Simon Langlois, Senior Account Manager, Montreal
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If there is one sentence that I have repeated over and over during my years at North, it’s this: PR for the Quebec market is not about translation, it’s about adaptation.
When presented with the added challenge of the French language in Quebec (and communities in other provinces), some believe there is one solution – translate everything.
But what this “solution” fails to acknowledge is that Quebec is not simply the “French Canadian market,” it is a wholly singular market all its own. Quebec comes with its own distinct values, convictions and cultural attachments. We know that brands that acknowledge and apply this reality have better success with Quebecers.
At North Strategic, this has been part of our strategy since Day 1. Quebec is not simply an execution market for us. It is a sizable, unique market that we give the attention it deserves. Our Montreal-based team of bilingual PR specialists ensures there is a Quebec perspective on all accounts, so that every campaign can be adapted – not just translated – for the market.
What makes Quebec different
By now, most Canadians know that many Quebecers do not celebrate Canada Day on July 1. Instead, the holiday is overshadowed by Moving Day, when many leases expire and hundreds of thousands of Quebecers move to a new rental home. While some programs might work for all of Canada, Moving Day is a good example of when a brand may want to make adaptations – not just translations – for the Quebec audience.
Our on-the-ground research and own experiences have shown that Quebecers differ in other ways, too. We are big villageois people at heart and prefer a regional approach. Some studies have shown that we value entrepreneurship more than anywhere else in Canada, and that we prefer to “live in the moment” and savour life, preferring to invest in fun now rather than plan for later.
North understands Quebec
With a dedicated Francophone team on the ground in Montreal, North Strategic can keep a finger on the Quebec pulse. We know what is making news in the province, from cultural events to politics, and can support clients as they develop unique relationships with reporters and creators in Quebec, and navigate local laws like Bill 96, which limits the use of English in some settings.
Developing relationships in Quebec is especially important for media relations. Brands should have native French speakers to communicate with Quebec reporters. I have lost count of how many times I have seen journalists post about bad translations, non-personalized pitches and mass emails on social media. Not only does it hurt the relationship with the PR agency, but it hurts the brand, as it becomes clear to the media that the brand may not value its Quebec audience.
To learn more about our Quebec team, contact us today: