Some time ago, at the end of an interpreting assignment, I found myself reflecting on the experience with a colleague.

We had worked at an event in the luxury watchmaking sector. The client had invested heavily in every single detail:
business-class flights for participants arriving from all over the world, five-star hotels, impeccable catering with exquisite food, and a prestigious venue in the very heart of an elegant European city.

Everything spoke the language of excellence.
Everything — except the interpreting service.

Despite our repeated efforts to explain to the client what conditions are truly necessary to deliver high-quality interpreting and ensure flawless communication, they were unwilling to adjust their choices. In the end, they simply said something along the lines of:

“We know you are extremely skilled professionals, and we trust that you will do the best you can with what is available.”

Of course, we did exactly that: we did what we could.
But what we could do was not the best that could have been achieved under proper working conditions.

And this is where I would like to pause and invite you to reflect.

When you — companies, public institutions, conference organizers, communication managers — plan an event, you usually do so because you have something important to communicate.
You want to sell.
You want to persuade.
You want to build trust and loyalty.
You want to tell a story about who you are and what you stand for.

And we all know that to grow — or even just to remain relevant — stories must be told well.

This is what we call marketing.

Marketing is not only about logos, lighting, or luxury venues.
It is about meaning.
It is about coherence.
It is about ensuring that your message arrives intact, powerful, and emotionally resonant — in every language you use.

If everything in your event speaks of quality except the way your words are conveyed, what story are you really telling?

A skilled interpreter — a truly experienced one — is not a decorative presence on stage, nor a mechanical device that converts words from one language into another.

A good interpreter listens beyond words.
They choose terminology carefully.
They fully grasp the speaker’s intention, not just the literal meaning of sentences.
They know when to soften a tone and when to sharpen it.
They modulate their voice, their rhythm, their pauses, their emphasis, and even their pitch according to the message that needs to be conveyed.

In other words, they do not merely translate content — they transmit impact.

For this reason, an interpreter is a key professional figure in any multilingual event.
One who must be selected with care.
And, above all, one who must be placed in the right working conditions to perform at their best.

Let me be clear: refined food, elegant décor, and even luxury details such as hand cream in gold-plated restrooms are certainly pleasant. No one is questioning their value.

But if you truly need to cut costs, dear large corporations, perhaps you could consider skipping a coffee break.
What you should never cut is the quality of your communication.

Because that is the very reason your event exists in the first place.

You do not organize an international conference to serve excellent pastries.
You organize it to be understood.
To convince.
To inspire.
To sell.
To build relationships.

And when communication is what matters most, the professionals who carry your message across languages are not an accessory.

They are part of your brand voice. Cutting corners on interpretation means cutting corners on your reputation.

Interpreters are not a cost item.
They are the sharp edge of your international market.

Choose them poorly — or place them in poor conditions — and your message will suffer.
Your image will suffer with it.