No matter what stage your company is in, here's what you need to know about navigating a communications strategy. Photo via Getty Images

The significance of effective communication and its contribution to a company’s success are points regularly stressed by conference panelists and forum speakers. Yet for many founders it’s advice that fuels frustration for how to make communications a priority with a lack of understanding of the practice.

This article combines insights from investors, customers, advisers, and founders, with actionable recommendations that benefit both startups and growth stage leaders who are scaling the impact of their companies.

Why marketing communications is important

Marketing communications combines the use of messages and a broad spectrum of tools to communicate with target audiences in attracting customers, cultivating relationships, acquiring funding, increasing visibility, and growing influence.

To define marketing communications in singular terms limits its impact. “For some, communications is simply a pretty graphic,” says Adam Lipman, managing partner of Ecliptic Capital, “and they don’t think about the importance of communications that speak to the needs of their key audiences in language that will resonate with them.”

It can be tempting to jump straight to producing tools that you can touch, hear and see, but applying thoughtful strategies first has everything to do with how successful those tools will be.

A dangerous misconception

Regardless of how innovative your device, therapeutic or service, there is always competition, including the option of customers doing nothing. “We call it the good enough problem,” says Lipman. “If what’s currently being done is considered good enough, what is the incentive to improve or change it with your idea?”

Comparison is a common method for comprehending a disruptor’s unprecedented concept. Your wearable device that does something no one else’s does will, at the very least, be categorized and compared to other wearables. Your innovative concept for improving cardiovascular patient outcomes will be compared within the broad category of cardiovascular care. To believe there’s no competition to challenge your success, regardless of how unique, is a false sense of security that requires proactive messaging.

“If you don’t define your brand, someone else is going to do it for you, and it may not be what you want,” warns Tatiana Fofanova, co-founder and CEO of Koda Health.

The analogy we use when formulating messaging for our clients is to define their “seat at the table” so that no matter who or how many competitors are seated alongside them, the advantage their solution offers and the beneficial role they fill within the ecosystem is very clear.

Strategically connecting the dots

Distinguishing your company from its competition and motivating action on the part of investors or customers requires communication strategies that connect all the dots.

“Many entrepreneurs think their technology will sell itself,” says Michelle Stansbury, vice president of innovation and IT applications for Houston Methodist. “But for me to understand what we gain by utilizing their product, I want to know what problem are they solving. Does their product increase efficiencies, improve patient satisfaction, or answer a financial problem? Answering these questions is fundamental.”

In addition to messaging that clearly defines how your company is uniquely capable of delivering valuable solutions, it’s important to apply strategies for speaking your audience’s language and identifying the pain points you are capable of relieving. It also requires considering the perspective and experience of an audience’s different members. For instance, if presenting to an investor who is also a neurologist, sharing scientific data will be appreciated. For others, the why and how of what you offer may be better told through story.

The homework you do to fully understand your audience’s needs will not only produce beneficial insights but also demonstrate a level of commitment that can impress influencers and potential funders.

“I’m drawn to founders who want to walk in their customer’s shoes. They are generally deeply empathetic because they've spent time literally walking the halls with them and sat in the chairs next to them,” says John “JR” Reale, venture lead for the Texas Medical Center Venture Fund. “It’s very endearing to see a founder who wants to understand and continue to learn from who they want to serve.”

Actionable advice

Just as marketing communications is defined by multiple components, there are several actionable strategies for getting past the understanding phase. Here are three key recommendations to implement, whether a startup with limited resources or a company experiencing accelerated growth.

As a startup

  • Develop brand messaging that distinguishes your solutions from the competition and captures the compelling purpose and passion of your company’s mission.
  • Establish a working relationship with professional communicators. Though your budget is small, it’s a great way to develop trust and familiarity within the parameters of a single project for when greater resources allow expanded assistance in the future.
  • Identify each of your key audiences, including strategic partners, community influencers, and end users, as well as potential investors and other funding sources. The list may be daunting, so rank contacts in each category and unleash your entrepreneurial curiosity to research their needs and priorities.

The growth stage company

  • Invest in comprehensive communication consultation to elevate your startup marketing communications to the 2.0 level of expected sophistication. This is when the working relationship seeds you planted with a professional communicator really pays off. Trust has been established and there is a fundamental understanding for who you are and why it matters.
  • Just as your business plan provides vital direction, a strategic communications plan functions as an essential blueprint for achieving your goals, including connecting with target audiences, increasing visibility, marketing your company’s services or products, and strengthening your bottom line. Strategies should be tailored to your organization’s specific needs and identify the tools necessary for achieving success.
  • Prioritize and produce marketing tools identified in your plan that promote the company’s impact and build on the brand reputation it has achieved.

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Kelli Newman is president of the Houston-based communication strategies firm, Newman & Newman Inc., where she leads a talented team of marketing professionals advancing the success of their purpose-driven clients.

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New Houston biotech co. developing capsules for hard-to-treat tumors

biotech breakthroughs

Houston company Sentinel BioTherapeutics has made promising headway in cancer immunotherapy for patients who don’t respond positively to more traditional treatments. New biotech venture creation studio RBL LLC (pronounced “rebel”) recently debuted the company at the 2025 American Society of Clinical Oncology (ASCO) Annual Meeting in Chicago.

Rima Chakrabarti is a neurologist by training. Though she says she’s “passionate about treating the brain,” her greatest fervor currently lies in leading Sentinel as its CEO. Sentinel is RBL’s first clinical venture, and Chakrabarti also serves as cofounder and managing partner of the venture studio.

The team sees an opportunity to use cytokine interleukin-2 (IL-2) capsules to fight many solid tumors for which immunotherapy hasn't been effective in the past. “We plan to develop a pipeline of drugs that way,” Chakrabarti says.

This may all sound brand-new, but Sentinel’s research goes back years to the work of Omid Veiseh, director of the Rice Biotechnology Launch Pad (RBLP). Through another, now-defunct company called Avenge Bio, Veiseh and Paul Wotton — also with RBLP and now RBL’s CEO and chairman of Sentinel — invested close to $45 million in capital toward their promising discovery.

From preclinical data on studies in mice, Avenge was able to manufacture its platform focused on ovarian cancer treatments and test it on 14 human patients. “That's essentially opened the door to understanding the clinical efficacy of this drug as well as it's brought this to the attention of the FDA, such that now we're able to continue that conversation,” says Chakrabarti. She emphasizes the point that Avenge’s demise was not due to the science, but to the company's unsuccessful outsourcing to a Massachusetts management team.

“They hadn't analyzed a lot of the data that we got access to upon the acquisition,” explains Chakrabarti. “When we analyzed the data, we saw this dose-dependent immune activation, very specific upregulation of checkpoints on T cells. We came to understand how effective this agent could be as an immune priming agent in a way that Avenge Bio hadn't been developing this drug.”

Chakrabarti says that Sentinel’s phase II trials are coming soon. They’ll continue their previous work with ovarian cancer, but Chakrabarti says that she also believes that the IL-2 capsules will be effective in the treatment of endometrial cancer. There’s also potential for people with other cancers located in the peritoneal cavity, such as colorectal cancer, gastrointestinal cancer and even primary peritoneal carcinomatosis.

“We're delivering these capsules into the peritoneal cavity and seeing both the safety as well as the immune activation,” Chakrabarti says. “We're seeing that up-regulation of the checkpoint that I mentioned. We're seeing a strong safety signal. This drug was very well-tolerated by patients where IL-2 has always had a challenge in being a well-tolerated drug.”

When phase II will take place is up to the success of Sentinel’s fundraising push. What we do know is that it will be led by Amir Jazaeri at MD Anderson Cancer Center. Part of the goal this summer is also to create an automated cell manufacturing process and prove that Sentinel can store its product long-term.

“This isn’t just another cell therapy,” Chakrabarti says.

"Sentinel's cytokine factory platform is the breakthrough technology that we believe has the potential to define the next era of cancer treatment," adds Wotton.

How Houston's innovation sector fared in 2025 Texas legislative session

That's a Wrap

The Greater Houston Partnership is touting a number of victories during the recently concluded Texas legislative session that will or could benefit the Houston area. They range from billions of dollars for dementia research to millions of dollars for energy projects.

“These wins were only possible through deep collaboration, among our coalition partners, elected officials, business and community leaders, and the engaged members of the Partnership,” according to a partnership blog post. “Together, we’ve demonstrated how a united voice for Houston helps drive results that benefit all Texans.”

In terms of business innovation, legislators carved out $715 million for nuclear, semiconductor, and other economic development projects, and a potential $1 billion pool of tax incentives through 2029 to support research-and-development projects. The partnership said these investments “position Houston and Texas for long-term growth.”

Dementia institute

One of the biggest legislative wins cited by the Greater Houston Partnership was passage of legislation sponsored by Sen. Joan Huffman, a Houston Republican, to provide $3 billion in funding over 10 years for the Dementia Prevention and Research Institute of Texas. Voters will be asked in November to vote on a ballot initiative that would set aside $3 billion for the new institute.

The dementia institute would be structured much like the Cancer Prevention and Research Institute of Texas (CPRIT), a state agency that provides funding for cancer research in the Lone Star State. Since its founding in 2008, CPRIT has awarded nearly $3.9 billion in research grants.

“By establishing the Dementia Prevention and Research Institute of Texas, we are positioning our state to lead the charge against one of the most devastating health challenges of our time,” Huffman said. “With $3 billion in funding over the next decade, we will drive critical research, develop new strategies for prevention and treatment, and support our healthcare community. Now, it’s up to voters to ensure this initiative moves forward.”

More than 500,000 Texans suffer from some form of dementia, including Alzheimer’s disease, according to Lt. Gov. Dan Patrick.

“With a steadfast commitment, Texas has the potential to become a world leader in combating [dementia] through the search for effective treatments and, ultimately, a cure,” Patrick said.

Funding for education

In the K-12 sector, lawmakers earmarked an extra $195 million for Houston ISD, $126.7 million for Cypress-Fairbanks ISD, $103.1 million for Katy ISD, $80.6 million for Fort Bend ISD, and $61 million for Aldine ISD, the partnership said.

In higher education, legislators allocated:

     
  • $1.17 billion for the University of Houston College of Medicine, University of Texas Health Science Center at Houston, UT MD Anderson Cancer Center, and Baylor College of Medicine
  • $922 million for the University of Houston System
  • $167 million for Texas Southern University
  • $10 million for the Center for Biotechnology at San Jacinto College.

Infrastructure

In the infrastructure arena, state lawmakers:

     
  • Approved $265 million for Houston-area water and flood mitigation projects, including $100 million for the Lynchburg Pump Station
  • Created the Lake Houston Dredging and Maintenance District
  • Established a fund for the Gulf Coast Protection District to supply $550 million for projects to make the coastline and ship channel more resilient

"Nuclear power renaissance"

House Bill 14 (HB 14) aims to lead a “nuclear power renaissance in the United States,” according to Texas Gov. Greg Abbott’s office. HB 14 establishes the Texas Advanced Nuclear Energy Office, and allocates $350 million for nuclear development and deployment. Two nuclear power plants currently operate in Texas, generating 10 percent of the energy that feeds the Electric Reliability Council Texas (ERCOT) power grid.

“This initiative will also strengthen Texas’ nuclear manufacturing capacity, rebuild a domestic fuel cycle supply chain, and train the future nuclear workforce,” Abbott said in a news release earlier this year.

One of the beneficiaries of Texas’ nuclear push could be Washington, D.C.-based Last Energy, which plans to build 30 micro-nuclear reactors near Abilene to serve power-gobbling data centers across the state. Houston-based Pelican Energy Partners also might be able to take advantage of the legislation after raising a $450 million fund to invest in companies that supply nuclear energy services and equipment.

Reed Clay, president of the Texas Nuclear Alliance, called this legislation “the most important nuclear development program of any state.”

“It is a giant leap forward for Texas and the United States, whose nuclear program was all but dead for decades,” said Clay. “With the passage of HB 14 and associated legislation, Texas is now positioned to lead a nuclear renaissance that is rightly seen as imperative for the energy security and national security of the United States.”

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A version of this article first appeared on EnergyCapitalHTX.com.

Microsoft partners with Rice University's OpenStax on AI teaching tool

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Rice University’s OpenStax and Microsoft are partnering to integrate the nonprofit’s content with the tech giant’s AI innovation, known as Learning Zone.

“At OpenStax, our mission is to make an amazing education accessible to all,” Richard G. Baraniuk, founder and director of OpenStax, said in a news release. “That’s why we’re excited to integrate our trustworthy, peer-reviewed content with Microsoft’s AI technology through the Microsoft Learning Zone. Together, we aim to help more instructors and their students access engaging, effective learning experiences in new and dynamic ways. We also share a strong commitment to the thoughtful and responsible application of AI to better ensure all learners can succeed.”

OpenStax is a provider of affordable instructional technologies and is also one of the world’s largest publishers of open educational resources (OER).

Microsoft Learning Zone promises to provide educators and students with “responsible AI technology and peer-reviewed educational content to support learning” on Microsoft Copilot+ PCs. Microsoft Learning Zone works by utilizing on-device AI to generate interactive lessons for students, and its integration with OpenStax content means educators can rely on OpenStax’s digital library of 80 openly licensed titles.

The goal is for educators to create effective and engaging learning experiences safely, thereby bypassing the need to source and vet content independently. Included is a library of ready-to-use lessons, opportunity for immediate feedback and differentiated learning. Educators will maintain control of instructional content and pedagogical strategies and will be able to update or edit lessons or activities prior to sharing them with students.

Other tools included in the Microsoft Learning Zone are additional languages, reading coaching, public speaking help, math and reading progress, and a partnership with the online quiz platform Kahoot!

OpenStax resources have been reported as used across 153 countries, and this current collaboration combines the power and potential of responsible AI usage in education with content that has been utilized by 13,569 K-12 schools and 71 percent of U.S. colleges and universities, according to Rice.

“Through our partnership with OpenStax, we’re combining the power of on-device AI in Copilot+ PCs with OpenStax’s trusted and diverse peer-reviewed content to help educators quickly create high-quality, personalized, engaging lessons,” Deirdre Quarnstrom, vice president of Microsoft Education, added in the news release. “We’re excited about how this collaboration will empower classrooms globally.”