A Report On The Translation Of The Handbook Of Crisis Communication (Chapter 17)

This is a translation project report on the translation of The Handbook of Crisis Communication edited by W. Timothy Coombs and Sherry J. Holladay. The translation project is an excerpt of chapter 17 that mainly introduces how to deal with public relations crisis and the reputation management of a corporation. Denny's restaurant's crisis history of racist discrimination is employed as the research object to analyze how a corporation reinvigorates the firm's corporate identity after the crisis. The source text systematically introduces four main crisis types and summarizes some strategies response to crises. Therefore, translation of this category of papers will provide guidance for Chinese corporations and organizations.The source text belongs to academic papers with complex syntactic structure and professional knowledge. Problems in the translation mainly consist of frequent appearance of long and compound sentences, translation of terminologies and extensive uses of nominalization. Therefore, the translator strives to have a good grasp of original semantic meaning and syntactic structure and convey the accuracy and faithfulness.Based on the text-category theory and communicative translation and semantic translation strategies of Peter Newmark, the paper mainly discusses the English-Chinese translation of chapter 17 of the Handbook of Crisis Communication. The source text belongs to academic paper which has the informative function. Therefore, texts of this category should adopt the semantic translation theory. When facing different difficulties of translation, specific translation strategies and methods are employed such as literal translation, oblique translation, sequencing, inversion and division. To illustrate these methods, analyses of examples are also provided.The practice report is of considerable significance in the application of Newmark's translation theory. It also provides guidance for translator's future translation practice. In the meanwhile, the author also realizes that a good translator should both acquire solid bilingual ability and abundant knowledge base as well as the spirit of perseverance.