Guest column

Houston entrepreneur shares communication tips for today's coronavirus environment

When faced with a crisis, it's essential to deliver clear, authentic messages to your target audiences. Getty Images

The reality for business owners is that everything you say matters; your words are reverberated and felt throughout the company and all of your stakeholders.

During times of crisis, your voice is amplified to the max, and people listen to every word you have to say, which is why — if not completely thought-through — your voice can breed misinformation, confusion and stress. As we face the increasing uncertainty in our community due to the spread of COVID-19, it's critical for business owners to say the right things, to the right people, that will inform and motivate, and use their presence and organization to be leaders within the community.

Practicing what we preach, we understand that as communication experts, it is our mission and responsibility during this time to help our local business community. We are putting our money where our mouth is and for the last week have been offering free communication and marketing consultation to any business in need.

So, what is top of mind to our team right now, as we work with these businesses? Besides following recommendations from the U.S. Center for Disease Control and Prevention to curb the virus's spread, companies should actively be communicating to all stakeholders about the impact COVID-19 is having or could have on operations. Here are a few dos and don'ts to get you started.

Offer valuable tips to prevent the spread of respiratory diseases, but we all know to wash our hands by now.

You have to make sure that you are communicating valuable information with internal and external stakeholders — but through your own authentic voice. Offer suggestions on how to "social distance" or use your service/product remotely.

Internal stakeholders need to understand what's hard facts, what's soft facts (opinions and feelings) and what's just hearsay. They need to understand clear expectations when working from home and employees need to feel safe, accommodated and heard. Externally, be sensitive to what your customers and the community at large are going through and update your business practices and communications accordingly.

Communication with customers can be in an email, but you can also connect through text, through an online chat, via infographics or memes on social media, or an "on-brand" (and possibly witty!) reminder on what social distance may mean.

Don't stay silent — even if you don't know everything.

Don't let others control your company's narrative. As humans, we naturally fill in gaps in communication to understand what's going on around us. Rather than letting people assume information about your business, get in front of the conversation and share real-time updates as you adjust business-as-usual.

Consider alternative ways to reach external audiences and vice versa.

What happens if the majority of your customer acquisition model is door-to-door and no one wants to open the door to a stranger, or you have a centralized call center to handle customer service complaints, but these employees are now all working from home? Now is the time to reconsider how you'll engage with your audiences and win customers.

We recommend a significant shift to digital acquisition as people are going to be spending more and more time online in the coming weeks from home and there is a ripe opportunity to stay top of mind through targeted display campaigns and send interested customers to your website.

Create a proactive plan for shut downs.

Coronavirus is still an emerging, rapidly evolving situation and we have no idea what could happen but create contingency plans and have a crisis comms plan ready to deploy. Think through possible scenarios (closures, supply limitations, employee diagnosis, etc.) and have social media posts, email blasts and internal messaging ready to deploy should worst case scenario occur.

What your business says is just as important as who says it.

A spokesperson is your organization's mouthpiece. Choosing the right person is just as important as saying the right thing. Without the right person to speak on behalf of your organization, your message could be lost — or worse, they choke.

Your spokesperson should be credible, empathetic and authoritative.


Bottom line: When faced with a crisis, it's essential to deliver clear, authentic messages to your target audiences, stay true to your brand voice and position yourself as a leader – both internally and externally. Your company will thank you later.

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Allie Danziger is the founder and president of Houston-based Integrate Agency, which focuses on digital marketing and public relations.

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Building Houston

 
 

This health tech company has made some significant changes in order to keep up with its growth. Photo via Getty Images

With a new CEO and chief operating officer aboard, Houston-based DataJoint is thinking small in order to go big.

Looking ahead to 2022, DataJoint aims to enable hundreds of smaller projects rather than a handful of mega-projects, CEO Dimitri Yatsenko says. DataJoint develops data management software that empowers collaboration in the neuroscience and artificial intelligence sectors.

"Our strategy is to take the lessons that we have learned over the past four years working with major projects with multi-institutional consortia," Yatsenko says, "and translate them into a platform that thousands of labs can use efficiently to accelerate their research and make it more open and rigorous."

Ahead of that shift, the startup has undergone some significant changes, including two moves in the C-suite.

Yatsenko became CEO in February after stints as vice president of R&D and as president. He co-founded the company as Vathes LLC in 2016. Yatsenko succeeded co-founder Edgar Walker, who had been CEO since May 2020 and was vice president of engineering before that.

In tandem with Yatsenko's ascent to CEO, the company brought aboard Jason Kirkpatrick as COO. Kirkpatrick previously was chief financial officer of Houston-based Darcy Partners, an energy industry advisory firm; chief operating officer and chief financial officer of Houston-based Solid Systems CAD Services (SSCS), an IT services company; and senior vice president of finance and general manager of operations at Houston-based SmartVault Corp., a cloud-based document management company.

"Most of our team are scientists and engineers. Recruiting an experienced business leader was a timely step for us, and Jason's vast leadership experience in the software industry and recurring revenue models added a new dimension to our team," Yatsenko says.

Other recent changes include:

  • Converting from an LLC structure to a C corporation structure to enable founders, employees, and future investors to be granted shares of the company's stock.
  • Shortening the business' name to DataJoint from DataJoint Neuro and recently launching its rebranded website.
  • Moving the company's office from the Texas Medical Center Innovation Institute (TMCx) to the Galleria area. The new space will make room for more employees. Yatsenko says the 12-employee startup plans to increase its headcount to 15 to 20 by the end of this year.

Over the past five years, the company's customer base has expanded to include neuroscience institutions such as Princeton University's Princeton Neuroscience Institute and Columbia University's Zuckerman Institute for Brain Science, as well as University College London and the Norwegian University of Science and Technology. DataJoint's growth has been fueled in large part by grants from the U.S. Defense Advanced Research Projects Agency (DARPA) and the Brain Research Through Advancing Innovative Neurotechnologies (BRAIN) Initiative at the National Institutes of Health (NIH).

"The work we are tackling has our team truly excited about the future, particularly the capabilities being offered to the neuroscience community to understand how the brain forms perceptions and generates behavior," Yatsenko says.

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