Internal relationships stand at the core of marcomms teams executing a cohesive message to the masses, agreed panellists at FP Live!.
During the session, panellists raised the importance of perspective on gaining internal buy in from key stakeholders.
Charlotte Banks, head of communications at Schroders Personal Wealth, said one of the most important actions is to show internal stakeholders that you’re an expert.
“Allow yourself to have a level of self-confidence through effective education,” she said.
Marketing and communications divisions need to be understanding of each other’s perspectives to foster collaboration and deliver effective campaigns.
Mark McFee, editorial and insight director at Research in Finance, explained to delegates that impressions are crucial to internal relationships and mutual trust between each department.
“It is important to stay at the crest of the wave that is current topics. For example, discussions about private markets are popular in conversation at the moment, enable yourself to get involved,” said McFee.
Another aspect that comes with in-house collaboration is the risk of things going wrong. Internal relationships will be at their most strained, yet most important, during a crisis.
James Redgrave, vice president of global thought leadership and editorial at State Street, shared his approach.
“You cannot plan for every eventuality, sometimes things go wrong for idiosyncratic reasons.
“However, these situations can be prevented beforehand by each member of each team having a clearly defined role and being exactly aware of their boundaries,” said Redgrave.