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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

 
 

As the new UH medical school welcomes its second class, it's also planning for a new facility to support low-cost care. Photo via UH.edu

The University of Houston College of Medicine has announced it will open a low-cost health care facility thanks to a $1 million gift from The Cullen Trust for Health Care.

UHCOM will open the direct primary care clinic on the campus of Memorial Hermann Southwest Hospital, and, according to a news release from UH, it's only just the beginning of a network of clinics focused on treating those without health insurance.

"A direct primary care practice will add value to the local health care ecosystem by tackling one of the most pressing problems of our city: the lack of a comprehensive primary care system for the uninsured," says UH President Renu Khator in the release. "The Cullen Trust for Health Care shares our commitment to improving the overall health and health care of the population of Greater Houston and we are grateful for their support."

The direct primary care, or DPC, model is an alternative to insurance-based and fee-based care and eliminates third party payers. Instead, patients pay a monthly membership to receive primary care services — including telehealth, basic office procedures, at-cost laboratory testing, and access to medications at reduced prices. The clinic will offer same-day or next-day appointments as a guarantee and be staffed by faculty physicians and UH health professions students.

"The UH College of Medicine wants to restore primary care as the foundation of health care. We have developed a model with strong incentives to innovate the delivery of primary care designed to improve quality and more effectively control the cost of care," says Dr. Stephen Spann, founding dean of the UH College of Medicine, in the release. "We are building our model upon the four pillars of access, population health, social determinants of health and trusting relationships. In this framework, the physician is accountable for the health of their member panel and will demonstrate long-term cost and quality outcomes."

Dr. Stephen Spann is the founding dean of the UH College of Medicine. Photo via UH.edu

Founded in 2020, UHCOM's brief existence has been supported by generous donors – including a foundational $50 million gift as well as an endowment. This latest funding is from The Cullen Trust for Health Care — established in 1978 as an organization that grants financial assistance to institutions providing health care services in the Greater Houston area.

"The Cullen Trust for Health Care is proud to support this pilot endeavoring to bring a new form of patient-centered primary care to Houston's underserved communities. We are hopeful that the new UH College of Medicine direct primary care clinic will proactively engage patients to increase utilization and improve continuity of care," says Cullen Geiselman, chairman of the board for The Cullen Trust for Health Care.

This week, the school also announced its second-ever class of students. The UHCOM class of 2025 includes 30 students selected out of about 6,000 applicants. According to a news release, more than half of the second cohort received a $100,000 four-year scholarship. The future doctors will be celebrated with a White Coat Ceremony on Saturday, July 31, at the Hilton University of Houston.

More than half — 67 percent — of the new class is female and 60 percent of the group are Black or Hispanic. Sixty-three percent represent low socioeconomic status (as defined by Texas Medical Dental Schools Application Services).

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