Increasingly, companies big and small have to pay attention to cross-border business. Trade is rising, and competitors -- as well as potential clients and partners -- are coming from all shores.

Putting on events to build a community around your industry is a great way to get some of that business, but getting everyone in the room is just part of the battle. Conference attendees will expect to be able to listen to keynotes no matter who is speaking.

Here are some of the key steps in making your next event language neutral.

Action Steps
The best contacts and resources to help you get it done

Go with a big translation service provider

There's really no way to scrimp here. Translators who can turn live speech into real-time, understandable translation charge plenty and get booked if there are several conferences at once in town.

I recommend: Start your search early by checking with vendors like VerbatimSolutions, MultiLingual Solutions, Lionbridge or ALS International.

Small event? Prices too high? Go direct

There are also many hundreds of local service providers. If you have trouble getting the attention of a large-scale provider, consider hiring a conference interpreter individually.

I recommend: It's best to make some calls to other events held in your area to find out which local provider is the best choice, although a database of individual interpreters is maintained by the International Association of Conference Translators.

You will need, of course, a lot of equipment to do this right

Interpreters talk loudly and move around a lot while keeping up with a live speaker. You'll need soundproof booths for them to sit in if the theater has no sound booth, and plenty of specialized audio equipment, like wireless listening devices for conference-goers.

I recommend: Lexicon Global sells and rents equipment, as well as providing conference interpretation, as do ProLingo, ProLexisUSA, International Conference Systems, and A Bridge Between Nations, which also provides this useful page on how to set up for a conference. The translators' assocation mentioned above offer this checklist on equipment, and who should know better, right?

Learn the industry before you hire

Need an interpreter in a medical setting? A legal setting? The skills are different and can change your choices.

I recommend: Read about the differences in this well-written FAQ by pro Gardenia Hung.

Consider investing in gear

If your company does roadshows or small roundtables, it could be cheaper to buy the equipment you'll need and just hire translators at each location.

I recommend: Some providers of high-end conference audio include Williams Sound, Yamaha, and Bose.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Before you reinvent the wheel, talk with the hotel or event center manager where you will be staging the event. Chances are good they are already experts and have a shortlist of reputable providers.
• •  Get references. The difference between a pro and someone who is doing on-the-job training on your dime will be confused attendees and empty auditoriums.
• •  Be aware of your audience. You might suspect that a quarter of your attendees speak Spanish and a quarter French, but if even a dozen speak Mandarin, you will shut them out without knowing it. Ask in registration materials for native languages of confirmed attendees.