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Houston expert shares 5 tips for brand messaging during a pandemic

It's important to rethink your startup's messaging during the time of the coronavirus. Getty Images

Brand messaging in a world cowed by a worldwide pandemic poses a set of challenges none of us has ever faced.

The aftermath of Hurricane Harvey provides few guideposts to professional communicators as that tragedy unfolded over several terrible days in August 2017 mostly affecting Southeast Texas. While Harvey was unprecedented in the sheer volume of its onslaught, the COVID-19 pandemic is unprecedented in its global scale and seeming endlessness.

In times of crisis, our natural impulse is to lend a helping hand. With the highly contagious coronavirus spreading and social distancing guidelines in place, lending a literal helping hand is dangerous. In the days and weeks following Hurricane Harvey, Houston's civic leaders, its citizens, and its business community rallied to meet the challenge with positivity, hard work, and good humor. The circumstances today are fundamentally different, and the path forward is uncertain and uncharted.

Attempts to develop a messaging strategy in the face of COVID-19 can be paralyzing.

How do we maintain meaningful connections with our customers and communities when we're being forced apart? How do we keep our businesses vital and active when economic and public health interests are in direct conflict? How do we create normalcy and positivity in the middle of so much suffering? How do we keep our sense of humor and humanity when we need it most?

We're in this for the long haul. Here are a few tips to guide your messaging strategies so your content can do some good.

Fine tune your tone

Tone is everything in a crisis. People are frightened for their personal and economic wellbeing. Messaging under these circumstances is risky, but with a thoughtful approach, you can make a positive impact. Unless you work for a news, civic, or healthcare organization, it's unlikely anyone is looking to you to guide them through the pandemic. If that's your messaging, it'll be jarring and confusing.

Focus on providing distraction, comfort, support, and some sense of normalcy. That doesn't mean your messaging should ignore the realities of the situation, which runs the risk of appearing tone-deaf, opportunistic, or ignorant. We're all affected. Keep that top of mind, acknowledge what's happening in the world, and your messaging tone shouldn't cause you too many problems.

Feed the beast

You may have seen that clip of Welsh seniors playing a life-size version of Hungry, Hungry Hippos on NBC's Today Show. If you haven't, the smile is worth the minute and thirteen seconds of your life. Now, think of social media as the game board, your content as the marbles, and everyone else is a hungry, hungry hippo, except the hippos are hungry day and night and the game will never end.

People are lonely and bored, and instead of counting the dimples in their ceiling plaster, they're on the Internet sharing Tiger King memes. They're looking for connection and a sense of shared community. You have the opportunity to brighten their day. You alone cannot generate enough engaging content to keep the hippos full for long, but that doesn't mean you shouldn't try. Isolation is unhealthy.

Help people keep their marbles by giving them something fun, inspiring or educational to share and experience with others while staying on brand.

Deliver the goods

Thanks to social media, home delivery has taken on new meaning. Bring your brand directly into peoples' homes and create an interactive experience that disrupts the monotony of the "stay at home" order. Miss fajitas? Of course you do. Original Ninfa's on Navigation recently launched a series of YouTube videos called "Ninfa's with your Niños," and they're delightful. The content is on brand, encourages activity, and implicitly acknowledges folks are trapped at home with their kids (note: these were clearly produced before social distancing started). Watching Chef Alex Padilla demonstrate how to make queso flameado in your own kitchen will be the best single minute of your month. That's how to home deliver a brand.

Know your role

If your organization is in a position to help your community, do it in a way that makes sense for your brand, creates a meaningful impact for those suffering, and is simple to communicate. Flattening the curve is a team effort. Big or small, national or local, organizations can do their part to help the effort. If it's a logical extension of what you do normally, it will not look opportunistic because it's not opportunistic. It's a reasonable and human thing to do in the face of tragedy.

For example, local fashion designer Chloe Dao is making washable face masks for healthcare workers and their families. The Ford Motor Company is converting a plant in Michigan to build ventilators. And Houston Astros ace Justin Verlander is donating his paychecks to COVID-19 relief organizations because he's rich and having a filthy curveball isn't helpful right now. Take what you already do and use it to help people.

Your specific contribution is needed. Figure out what that is and encourage everyone else to get on board.

Don't stick out your neck (or anyone else's)

This should go without saying: safety is the starting point for every single messaging decision you make. Whether implicit or explicit, all of your messaging, all of your community investment, and all of your community initiatives must put the safety of your employees, your customers, and your neighbors first.

No one will question why the video message you created in selfie mode is a little rough and wobbly. No reasonable person will question you for wearing a mask or gloves or waving at them from a distance. Being involved carries an unusual amount of personal risk. All of your activities and content creation should factor in the hard realities of a viral pandemic.

Project safety in your words and your actions. Slickly produced content can take a back seat for now. Be safe out there.

In the face of this crisis, every effort to create connection helps. Be careful with your words, thoughtful with your generosity, and positive with your message. And if all else fails, share that video of old people playing Hungry, Hungry Hippos.

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Jeremy C. Little is the head of account services for CKP, a Houston-based marketing and public relations group.

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Building Houston

 
 

The promotion of drones helps the city of Houston transition to becoming the energy 2.0 capital of the world, says this expert. Photo courtesy

The state of Texas, as well as the rest of the nation, has been intensely impacted by the effects of climate change as well as aging utility infrastructure. Innovative drone technologies help address the pressing inspection and mapping needs of utilities and other critical infrastructure across the country, primarily bridges and roads, railways, pipelines, and powerplants.

There is a significant need for high-precision inspection services in today's market. Additional work will result if the proposed infrastructure bill passes. The bill has $73 billion earmarked toward modernizing the nation's electricity grid. Drone —or UAS (unmanned aerial systems)— technological advances, including thermal imaging, LiDAR (light detection and ranging), IRR (infrared radiation and remote sensing), and AI/ML (artificial intelligence/machine learning) are applied toward determining and predicting trends and are instrumental toward making our country safer.

"The newest advances in drone technology are not so much in the drones themselves, but rather, in the sensors and cameras, such as thermal cameras. Technologies such as LiDAR are now more cost-effective. The newer sensors permit the drones to operate in tighter spaces and cover more acreage in less time, with higher accuracy and fidelity", according to Will Paden, president of Soaring Eagle Technologies, a Houston-based tech-enabled imaging company servicing utility and energy companies.

Paden anticipates growth in the use of the technology for critical infrastructure including utilities, pipelines, power plants, bridges, buildings, railways, and more, for routine and post-storm inspections

"[Soaring Eagle's] ability to harness UAS technology to efficiently retrieve field data across our 8,000+ square mile area is unprecedented. Coupling this data with post-processing methods such as asset digitization unlocked a plethora of opportunities to visualize system resources and further analyze the surrounding terrain and environment," says Paige Richardson, GIS specialist with Navopache Electric Cooperative. "Our engineering and operations departments now have the ability to view 3D substation models, abstract high-resolution digital evaluation models, and apply these newfound resources as they work on future construction projects."

The promotion of drones helps the city of Houston transition to becoming the energy 2.0 capital of the world. The UAS (unmanned aerial systems) technology offers an environmentally cleaner option for routine and post-storm inspections, replacing the use of fossil fuels consumed by helicopters. The use of drones versus traditional inspection systems is significantly safer, more efficient and accurate than traditional alternatives such as scaffolding or bucket trucks. Mapping and inspection work can be done at much lower costs than with manned aircraft operations. These are highly technical flights, where the focus on safety and experience flying both manned and unmanned aircraft, is paramount.

There is much work ahead in high-tech drone technology services, especially for companies vetted by the FAA with high safety standards. According to one study, the overall drone inspection & monitoring market is projected to grow from USD 9.1 billion in 2021 to USD 33.6 billion by 2030, at a CAGR of 15.7 percent from 2021 to 2030. North America is estimated to account for the largest share of the drone inspection & monitoring market from 2021 to 2030.

Paden predicts the use of machine learning/artificial intelligence (ML/AI) and data automation will continue to improve over the next 3-5 years, as more data is collected and analyzed and the technology is a applied to "teach it" to detect patterns and anomalies. He anticipates ML/AI will filter out the amount of data the end users will need to view to make decisions saving time and money for the end users.

Learn more at the Energy Drone & Robotics Summit taking place in The Woodlands on October 25 through October 27.

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Alex Danielides is head of business development for Houston-based Iapetus Holdings, a privately held, minority and veteran-owned portfolio of energy and utility services businesses. One of the companies is Soaring Eagle Technologies.

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