Internal communications is just as important as external communications. After all, it is employees, board members, and others on the front lines that have the most contact with your customers and other key members of your business' community - on and offline. Because of this, it is important, as a business owner, to find out if your employees know who you are. And in "knowing," not just knowing the name of your spouse, kids, etc., but what makes you tick from a business perspective.



Think about it.



Can your employees clearly articulate and act upon the mission and vision you have for your business, and how this is being realized? Do they know what market forces are keeping you up at night? Do they know the long-term plans of your business and how they fit into the equation? If the answer to these questions is no, there are multiple cost-effective tools that you can use to reverse the tide. Here are some suggestions:



* Start an internal blog to open up a line of communication with employees. Be transparent with your thoughts and welcome feedback and comments. A blog is an ongoing commitment so once you start, keep going and evolving.



* Use an old-fashioned comment box and invite employees to submit to you comments, suggestions, and questions - then follow up with your response.



* If you have an internal newsletter, pen a special column that allows you to share your thoughts on various issues.



* Start revolving coffee breaks with employees. During this time, let them know that you are a real person and that you value their insights.



* If your company is tech savvy, use short video clips to share your thoughts on critical developments and post them on your intranet site.



* Make a commitment to hold regular staff meetings. Remember to talk and listen.



I know that it can be tempting to focus all your efforts on external communications and marketing. After all, it is important to continually engage current and potential customers. But your internal staff is critical to retaining long-term, satisfied customers. After all, having employees that know who you are and their role in your business is the best way to accomplish this goal.