Trailblazers and Leaders: Veronica Patton-Cemm

Veronica Patton-Cemm | Associate Director | Teneo

How did you get into comms?

I took a slightly indirect path to comms. My background was in consulting with a focus on due diligence and research. Around three years ago I was looking to move into a role that allowed me to work closely with clients using evidence and insight to inform strategic development and execution. Comms wasn’t specifically on my radar but Teneo came up through a recruiter. I found the focus on reputation management through strategy and communications very compelling and here I am!

What does an average day look like?

Over the course of the pandemic and through various lockdowns, my schedule has shifted significantly. My daughter tends to wake me up around 7am and we start the day with a chat about her dreams. My husband and I will sit down to watch the morning news and I usually read through a few papers online from the US and Europe including the FT, Washington Post and various trade publications. I also have alerts set up for news on diversity, equity and inclusion as I lead our work out of London and want to stay informed about what practitioners and diversity leaders are discussing. 

What advice would you give your 21 year old self?

At the age of 21 I had just graduated from university and moved from Texas (Houston specifically) to London. I marvel at my past bravery! I suppose the best advice is to remember who you are and that you know more than you think you do. I remember coming out of meetings berating myself for not speaking up. I still struggle with it sometimes so it’s always useful to give yourself a reality check to share the knowledge you possess and be confident in your expertise.

What is the one thing you wish you’d known when you started working?

Many of the people you look up to and admire are no more knowledgeable than you sometimes. They simply speak with confidence. Do the same and watch the reactions. 

What’s your greatest achievement to date?

I have a few achievements I’m particularly proud of including winning the fellowship that allowed me to study here, earning both of my degrees while working full-time and being a mother to my incredibly creative daughter. I’m also proud of founding and leading our London diversity, equity and inclusion team and the mental health and well-being initiative at Teneo, and now leading our client-facing diversity, equity and inclusion work.

What do you think is one of the biggest challenges facing the comms industry today?

How to successfully pilot clients through the challenges inherent in embedding DE&I holistically in the business – from the purpose and positioning through to how you communicate with key stakeholders – while ensuring your business is doing the same. 

Is there a particular comms campaign that you’ve seen in your career that you didn’t work on but wish you had?

I love experiencing a well-thought out and executed campaign focused on inclusion or mental well-being. In the last year, there have been many effective campaigns in this space from Starbucks ‘Every Name a Story’ to Proctor & Gamble’s powerful ‘The Talk’. 

What’s the key skill you think a successful comms person/comms business owner requires?

There are so many but I think passion and a thirst for knowledge are absolutely critical. You want to ask ‘why’ – why is this a business imperative? Why should this audience listen to this campaign? Being able to navigate that core ‘why’ is a capability I’m always refining and working to perfect.

Veronica is on our ‘Reputation & Responsibility Panel. Members get the link here. Non-members, tickets are £9.99 and available here