Language class: Efforts by Murphy, Choose New Jersey to communicate in French go long way

Midway through a speech discussing the Memorandum of Understanding that BioNJ was about to sign with BIOQuébec — one of a few dozen talks Gov. Phil Murphy had given since arriving in Canada last Saturday for a four-day economic mission — he stopped and asked a question of the BIOQuébec CEO Benoit Larose.

“Ben-wah,” Murphy said with a perfect French accent. “Is it ‘Bye-Oh’ or ‘Bee-Oh’?”

The answer wasn’t as important as the question.

The fact that Murphy wanted to speak the language properly had a huge impact on the local business leaders, who appreciated the fact the governor was working to communicate properly in their native tongue.

“It’s incredibly important,” Larose said. “It’s a show of respect and acknowledgment that you know you’re not at home.”

Larose, like all of the other leaders in the room, speaks English. They have to — it’s the global language of business, he said.

But, Larose said, it’s nice when a visiting leader makes the effort to speak their language.

“Even if it’s just a few words, it matters,” he said. “Most people don’t do that.”

Murphy did. And, at each speaking engagement, he offered more than just a “bonjour.” He made sure the names of all local businesses, organizations and leaders were spoken as they would speak it.

Murphy, who served as an ambassador to Germany, said he wouldn’t have dreamed of doing anything less.

“You have to show respect for your hosts as a general matter,” he said. “But, in a bilingual country, in Quebec overall and Montreal in particular, it’s even more important.”

Choose New Jersey CEO Wes Mathews, who also has foreign service background, agreed wholeheartedly.

That’s why Choose not only had all of its marketing material in English and French, but it added French subtitles to the Choose marketing video.

“It’s very important to meet people where they are,” Mathews said. “That’s why our marketing material is translated into nearly two dozen languages. There’s a cost to do that, but it’s one we feel is a very worthy investment — particularly in Quebec, where there is such pride in their language.”

Michel Belval, the president of the Quebec Chapter of AmCham Canada (think of a statewide chamber of commerce), said having a large delegation visit meant a lot, too.

“The fact that New Jersey brought such a big delegation was important,” he said. “Quebec is always mentioned as being a big village. People like to meet directly, face to face.”

If they speak even a little French while doing so, it’s an added touch, Belval said.

“It’s an honor for Quebecers,” he said. “It makes them feel respected.”

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