The Five People Who Shouldn't Lead Your Marketing & Communications Strategy:

The Intern

Your intern can help support execution, but they should not lead your corporate marketing strategy or communications plans.

It’s tempting: you’ve got a sharp intern who is eager to contribute, and you need help getting the word out about your business. So, you hand them the keys to your marketing and communications — marketing strategy, content development, social media management, graphic design, business development support – you name it. Problem solved, right? Not quite.

Putting an intern in charge of your marketing and communications needs may save money in the short term, but it can cost you credibility, consistency, and growth. Threshold Marketing & Communications shares some insights on why:

1. Marketing Is Strategy, Not Just Execution

Marketing isn't just about making posts or sending emails. It’s about understanding the marketplace, positioning your brand, and communicating purposefully. That requires strategic thinking — knowing who your audience is, what they care about, and how to reach them in a way that aligns with your business goals.

An intern, by nature, is still learning. Think of them as little baby birds that just hatched but don’t know how to take flight. They might be able to execute a plan, but expecting them to build one from scratch is unrealistic. They’re not equipped (yet) to handle market research, brand positioning, campaign planning, or crisis communication. And giving them full ownership of your messaging means you’re gambling with how your business is perceived.

It takes battle-tested experience to know what will fly with your desired audience, and what won’t.

2. Your Brand Voice Isn’t a Test Drive

Your brand voice is one of the most valuable — and fragile — assets you have. It may be hard to set a dollar value on that asset, but say the wrong thing, and you’ll immediately have a sense of your brand’s worth. Brand voice sets the tone for how people see your business and builds trust over time. That voice has to be consistent across platforms and adaptable to the context.

An intern does not have the experience to maintain that voice across different channels, or the judgment to know when to break from the usual tone for strategic reasons. A misstep in tone or messaging can confuse your audience or make you look unprofessional. And in the worst-case scenario, an intern’s grave error can open you up to a litigious situation.

Messaging is one of the most important elements of Threshold Marketing & Communications' philosophy on marketing strategy. We develop each custom marketing strategy based on who your company wants to target, what you want your prospects to know, and what questions they have about your product or service. Our 25+ years of experience give us the lens we need to hone your brand voice while communicating with intention.

3. Experience Matters in Fast-Moving Situations

Speaking of legal situations, marketing and communications often require real-time decisions. A poorly worded tweet, an off-brand post, or a misjudged response to a public comment can turn into a PR headache or worse. You need someone who understands the nuances, can see potential risks before they become problems, and has the authority to take action and escalate scenarios to the C Suite and legal counsel.

In a real-time situation where split seconds count and finesse is paramount, your company needs a pro who can think on their feet and with nerves of steel. Expecting an intern, who’s likely working part-time and may not have any industry experience, to handle these challenges isn’t fair to them or smart for your business. Frankly, it’s the definition of being ‘penny-wise, pound-foolish.’

4. Internships Are for Learning, Not Leading

An internship should be a safe space for learning and growth. That means giving interns opportunities to contribute meaningfully under guidance. When you flip that and place the burden of leadership on them, you’re setting them up for failure — and possibly undermining their confidence.

Mentorship, structure, and feedback make internships valuable. Leadership, particularly in critical areas like marketing, should stay with someone who’s done the work.

Bringing interns into your marketing team is a great idea, as long as they’re part of a system, not running it. Invest in experienced talent or a trusted partner like Threshold Marketing & Communications to set the strategy. Then let your interns support, learn, and grow. That’s how you protect your brand and build the next generation of communicators.

Stay tuned to learn about the four other team members who shouldn't be leading your marketing and communications strategy!