guest column

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.

------

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

Trending News

Building Houston

 
 

Houston-based Adapt2 Solutions has created AI-backed technology to help energy companies make strategic predictions in these unprecedented times. Getty Images

Among the many complications presented by the coronavirus pandemic is coping with power needs. Movie theaters, malls, schools, and stadiums are among the places where energy use has been uneven at best. And the unevenness promises to continue as a lot of locations turn the lights back on but their operating hours remain in flux.

Houston-based Adapt2 Solutions Inc. believes its software can help energy companies power their way through the pandemic-driven haziness of power demand from commercial and residential customers.

"Today's energy companies need the speed and flexibility that cloud-native technology provides to fully leverage the massive amounts of data available to them," Jason Kram, executive vice president of Adapt2 Solutions, said in a December 2019 release.

Kram says that by capitalizing on artificial intelligence, machine learning, and cloud computing, his company's predictive analytics models forecast unexpected fluctuations in power capacity. Amid the pandemic, this technology enables energy companies to map out demand at a time when they're balancing strained revenue and squeezed spending is paramount, according to Kram.

Armed with this forecast data, Adapt2 Solutions' customers — including utility companies, energy traders, and power generators — can more easily plot power production, sales, and purchases, Kram tells InnovationMap. This data can be applied to conventional power, renewable energy, and battery-stored power.

"In times of disruption, big data can inform decision-making for energy companies to optimize energy-market operations with timely and reliable data," Kram says.

Adapt2 Solutions' load forecasting feature generates the predictive analytics models. This feature is embedded within the company's Adapt2 Bid-to-Bill flagship product, which helps energy companies manage front-office and back-office operations. Its other products are Adapt2 Green, designed for the renewable energy market, and Adapt2 Trade-to-Tag, aimed at improving management of energy trades.

"With Adapt2's AI-enabled solutions, we strive to help more customers focus on their core operations and bring business units together on a single platform to create an integrated approach," Kram says.

The company's customers include Consolidated Edison Inc. (ConEd), Duke Energy Corp., the East Kentucky Electric Cooperative, Exelon Corp., Invenergy LLC, Sempra Energy, the Tri-State Generation and Transmission Association, Tyr Energy LLC, and Vistra Energy Corp.

Adapt2 Solutions employs about 40 people, Kram says, and plans to grow its revenue and headcount by 25 percent to 40 percent this year. He says Adapt2 Solutions has managed to turn a profit even though it hasn't taken any outside funding since Francisco Diaz founded the company in 2008.

In March, Inc. magazine placed Adapt2 Solutions at No. 222 on its inaugural list of the fastest-growing private companies in Texas. The company's revenue shot up 72 percent from 2016 to 2018.

"The growth in our business reflects a growth in our customers' business, further validating that we have taken the right steps to help energy enterprises better respond to market and technology changes," Diaz said in a March release.


Jason Kram is the executive vice president of Adapt2 Solutions. Photo courtesy of Adapt2 Solutions

Trending News