In large companies, the CEO has professional writers, a PR office,
and lots of other skilled people on hand to help relay important
messages to the right constituents. As a CEO of a start-up, you don't
have this luxury. You are always the company's #1 Communicator.
Most important is to never underestimate this role. Silence isn't
golden; it's dangerous. Even if there's no good news to share, say something!
At first, employees and investors will fill your silence with their
fondest hopes. But once you've missed a single deadline, or something
hasn't gone according to plan, everyone will project their worst fears
into the void.
Communication is even trickier now with social media. For example,
one CEO stopped sending updates to investors, but chronicled his
weeklong camping trips and conference excursions on Facebook, all while
the company's cash reserves (paying his five-figure-a-month salary)
dwindled. As you can imagine, his investors followed his adventures
with, how shall I say it, avid interest.