Two seasoned public relations experts are providing resources for startups and small businesses. Photo courtesy of All You Need Method

Public relations can feel elusive and overwhelming to small business owners. Carla Nikitaidis and Kathryn Worsham Humphries, two seasoned communications consultants, are used to hearing clients ask if they need PR — and more often than not, "what does PR even mean?"

The two women are lifting integrated marketing's curtain to help early-stage businesses and entrepreneurs understand and implement their own communication plans. Houston-based Humphries and California-based Nikitaidis launched All You Need Method, an online course and consulting business designed for small business owners, to help provide agency-level strategy without the expensive price tag.

All You Need Method compiles Nikitaidis and Humphries years of communications experience into an accessible course, The PR Starter Kit.

"We packaged it together in a way where if you're the founder of a small business, you can take our course and get started down the right path of telling your story, being strategic, setting goals, and growing your brand," explains Humphries.

The $249 course is a small sum compared to the often costly prices of hiring on a PR agency, which Humphries explains have monthly retainers ranging from $3,000 to $20,000. The price point is much more manageable for a small company, she explains.

The partners first crossed paths in New York City, sharing a mutual love for PR. Nikitaidis worked for a string of large agencies, representing popular brands like Target, CVS, and Shiseido. Humphries, a University of Texas graduate, landed in Manhattan to fulfill internships at Ralph Lauren, Teen Vogue, and Lonny magazine.

When Nikitaidis left her agency role to start CMN PR, a firm focused on early-stage businesses, and brought Humphries on as her first employee. "She was so smart and strategic — such a partner from day one," says Nikitaidis.

After five years of CMN PR, the two joined a client's in-house team and, eventually, departed to their own adventures. Humphries joined the global social media team for Gap Inc. and eventually returned to Houston to start her consultancy, KWH Creative. Nikitaidis became director of communications at Nextdoor, in the early days of the app, and vice president at The OutCast Agency in San Francisco before relaunching her company as CMN PR & Consulting in 2020.

Nikitaidis and Humphries met in New York years ago and have worked together in the past. Photo courtesy of All You Need Method

When the coronavirus started, the two women realized that small businesses were struggling more than ever. They set out to create tools for the early-stage entrepreneur and even business owners reassessing their plans in the wake of 2020's hardships.

"There are so many businesses that are pre-PR agency or even pre-consulting services that just need a little bit of help. They don't need a $5,000 or $10,000 monthly retainer — what they need is some strategic guidance," says Nikitaidis.

All You Need Method seeks to democratize access to media for solopreneurs on a budget.

"We're not anti-PR agency," Nikitaidis stressed. "We just think that the system and how it's kind of set up right now is broken."

Traditionally, publicists have been the conduit between brands and the media. Through press releases and pitches, communications professionals build relationships with reporters to help the brands they represent get media coverage. The Public Relations Journal even sought to investigate the role of PR gatekeepers in a 2011 study.

"If you think about how agency life has evolved, you used to have to go through an agency to have access to media. Now that the conversation is completely broken down — you don't need a third-party to have that conversation," continues Nikitaidis.

Before reaching out to the media or unveiling a product, Humphries believes you should have "core foundational pillars in place." The PR Starter Kit course guides our seven-step formula the two founders have used with their clients to help them stand out in a crowded media landscape. The course provides customized templates, a competitive analysis, content creation tips, and clarity on how to use integrated marketing to reach your business goals.

The PR Starter Kit includes approximately one hour of video training and worksheets that could take an estimated five hours to complete. The videos are broken up into segments so "you can go at your own pace" overtime, suggests Nikitaidis.

For a personalized approach, All You Need Method also offers one-hour strategy sessions via Zoom for $250. The consultation process answers PR and marketing questions pertaining to the brand's business, addresses individual pain points, and focuses on bonus goals.

"We're always trying to map back or help small business owners approach PR and marketing as something that's going to move their business goals forward," Nikitaidis added.

Building customer relationships and servicing your clients may sound like "Business 101," but Humphries finds that 2020 has shifted the needs of brand audiences and their lifestyles.

"I feel like a lot of small business owners have a vague idea of who their target audience is, but they haven't actually sat down and drilled down on all the details," explains Humphries.

Especially in light of the coronavirus pandemic, consumer behavior has changed. She recommends understanding what they could most use from you right now based on your areas of expertise and your product or service.

The coronavirus isn't the only nationwide hardship that's forcing brands to reevaluate their content and values. Last May, the Black Lives Matter movement held protests across the country in the wake of George Floyd's murder. Conversations on racial justice and police brutality took place on the ground, in news outlets, and across social media platforms. While the movement was amplified on social platforms, some brands fumbled responses and social media statements that critics felt were inauthentic.

"There was just this total lack of awareness in terms of the different industries, specifically fashion and beauty. I hope that it was a big wake up call," says Nikitaidis, who emphasized All You Need Method's commitment to inclusivity. The company recently interviewed thought leader and marketer, Sonia Thompson, for tips on building an inclusive brand.

Inclusivity, and the messaging surrounding it, was a problem that existed long-before last summer and has continued on. From the Dallas-based mahjong brand that sparked a debate on cultural appropriation to the racial missteps of fashion brands, embracing inclusivity with half-hearted gestures has led brands to come under fire.

"I think a big part of being an inclusive brand and having it be authentic is relationship building and making sure that you're building relationships with a diverse audience and customers that don't look just like you," explains Humphries. She challenges people to make "a conscious effort to expand your circle and to make other people feel welcome."

From a global pandemic, political divisiveness, racial justice revolutions, the growing climate crisis, and an insurrection at the nation's Capitol, there's, well, a lot of events to consider when creating social media content.

To Nikitaidis, authenticity and consistency go a long way.

"Reevaluate your core values, and then make sure that you show up with intention in every single solitary thing that you post, that you put out there, and that it's consistent," she says. "If there is a cause that you really care about, and that really is a natural fit with your core values, then you become a thought leader in that space and it's not contrived."

While 2020 might have been a shock to the system for some, it also ushered in new platforms that the two believe could shape marketing's future.

Nikitaidis is excited about what Clubhouse, an audio-chat social networking app, could mean for the future of social platforms. She describes the app as a vibrant dinner party with your 10 coolest, most interesting contacts... except everyone can listen in.

The invitation-only app, which launched last April, features a variety of virtual rooms with conversations on topics like music, social media marketing, business, politics, dating, and more. The Verge likens it to "Medium for podcasts," while reporting on Elon Musk's debut on the chat platform.

"I think the podcast market is awesome but I think that's becoming a little oversaturated. I'm interested and excited to see where these other digital platforms are popping up and how people will be socializing or communicating or connecting in new ways," says Nikitaidis.

She also predicts a resurgence in the power of LinkedIn, the favored platform for business networking. After pitching an op-ed to The Cut and Huffington Post Women, her consulting client posted her piece to LinkedIn and amassed one million views in a two weeks span.

"There's such a huge opportunity and LinkedIn, especially for small business owners, where you're looking at who you know, and who wants to help, and you want to get out in front of your network first," says Nikitaidis.

Similarly, Humphries predicts the future of integrated marketing lies in storytelling.

"I think that brands will continue focusing on telling their own story and communicating with their audience directly through all of the channels that are relevant to them," she explained.

Regardless of what the future holds, communications can't be ignored in the present. " It's not a nice-to-have anymore — it's a must-have," explains Nikitaidis.

"Getting smart about PR, marketing, influencer marketing, influencer partnerships is one of the best business tools," says Nikitaidis. "It's just truly one of the best things you can do to grow your business as a small business owner."

What does your company plan on bringing into the new year — and how do you plan to communicate your efforts? Photo courtesy of All You Need Method

5 PR and marketing tips for Houston startups and small businesses in 2021

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The past year has been a rollercoaster for small businesses. When the pandemic hit, every single person was affected. We've all had to pivot in some way either personally, professionally, or both.

As public relations and marketing professionals who specialize in working with small businesses, we've spent the last 10 months in the trenches with our clients, advising and helping business owners and entrepreneurs navigate these uncertain times. While small business revenue is down since January 2020, it's not all doom and gloom out there – we've seen many other businesses experience unexpected success and growth, and according to economists, we are entering the greatest entrepreneurial economy of our time.

And as we start this new year, there is no better time to invest in business growth and planning. Below are five tips to help you get started.

1. Get smart on your PR

Whether you know a little or a lot about public relations, marketing, and social media, take some time to get caught up on the current landscape. It is constantly changing, and having a better understanding of how traditional media, social media, paid marketing, owned content and all other components can benefit your business will inform decisions about where to allocate your time and resources.

First, assess what stage of business you are in as well as your business goals to determine what PR and marketing tools could be most beneficial to your growth at this time. Not all small businesses are prepared, financially or otherwise, to invest in PR, and there are fundamental steps you can do on your own to get your business positioned to succeed.

With online education booming, there are many free resources and tools at your disposal. We created All You Need Method to simplify PR and marketing for small business owners. You can download our Free PR Roadmap on our website to assess what level of PR support is right for your business. We also created The PR Starter Kit online course to give small business owners the fundamental tools they need to use PR, marketing, and social media to support business growth and build a lasting brand – and it only takes a few hours to complete.

2. Revisit your target audience

The world has changed significantly over the past year and so have the wants, needs, habits, and interests of consumers. As a small business, it's imperative to understand your target audience's current problems in order to relate to them, build trust, and deliver a product or service that is meeting their needs.

Before investing time and financial resources creating and executing a 2021 business plan, take a step back and consider your ideal customer. Outline how the past year has created opportunities or challenges in their life, problems they are facing, new shopping habits, lifestyle shifts, communication preferences, concerns, etc. If you have more than one ideal customer, work through this exercise for each.

With this new perspective, you will be equipped to make business decisions through the lens of how you can better serve your customers, rather than how to increase revenue.

3. Stand for something

Brands that are succeeding today are the brands that are authentic, vulnerable, and that stand for something. According to a global study by Zeno Group in July 2020, consumers are 4 to 6 times more likely to purchase and champion purpose-driven companies.

Having a purpose doesn't require a brand to have a philanthropy component or an outspoken political stance – it's about identifying your specific values and making them apparent through your messaging and leadership within your industry. Values could include committing to sustainable production methods, outstanding customer service, commitment to diversity, or supporting a specific cause. What is most important is that your values are authentic and that you can stand behind them long-term.

As the founder/owner of a small business, you have an opportunity to put a face and values behind the brand so that your company is about more than selling something.

4. Clarify your message

After revisiting your target audience and carefully considering your brand values, incorporate those findings into your messaging. Conduct an audit of your website, social media channels, and all external facing materials, and update your messaging to ensure that if your ideal customer had a 30 second encounter with your brand, they would walk away with your most important messaging points. Important points to consider as you craft new messaging include:

  • How your product or service solves a problem for or benefits your target audience
  • Brand values
  • Points of differentiation

5. Be authentic and communicative

Before the days of social media, a brand had to rely on third parties, including editorials and ads in magazines and newspapers, to spread the word about their brand. Social media and all "owned channels," including a brand's website, blog, and newsletter, have leveled the playing field and allow small business owners to have control over their communication with customers. Through your owned channels, a brand can decide what to post and when, which is incredibly valuable.

While securing press and advertising opportunities is valuable to growth and brand awareness, it's largely outside of one's control. Focus your time and financial resources on communicating with your audience by creating content for your owned channels. Creating content and posting consistently can seem overwhelming to a solopreneur or small team, but there are ways to make it manageable:

  • Pick only a few owned channels to focus on, prioritizing platforms you are most familiar with using and where your audience is most active
  • Quality and consistency are more important than quantity. If you're only posting once a week due to bandwidth, commit to that frequency and increase frequency as you are able
  • To inspire and inform content creation, think about how you can serve your customers through your areas of expertise and what is relevant to both your brand and audience (events, holidays, partnerships, new product launches, etc.)
  • Create a content calendar so that you can plan out posts a month in advance to avoid last minute scrambling to decide what to post

Once you've worked through these five tips, make a plan to support your business goals - and start thinking in two phases.

  • Phase 1: Pandemic Home Stretch - Although there is hope with a COVID-19 vaccine, we know we will likely be dealing with the effects indefinitely. Use this time of uncertainty to get your business in the best shape possible.
  • Phase 2: Post Pandemic - How do you want your business or brand to show up when the world opens back up? It feels far off, but it is closer than you think and there is a huge opportunity for those who are willing to put in the work now.

Remember, these challenging times will pass. There is massive opportunity for the businesses and brands who are willing to reflect, pivot, and plan for a brighter future.

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Kathryn Worsham Humphries and Carla M. Nikitaidis are the co-creators of Houston-based All You Need Method, a PR and marketing resource for small business owners and entrepreneurs.

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Houston expert: 5 things to consider when tackling DEI at your organization

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Houston is often touted as the most diverse city in the country, but with that comes the responsibility of making sure we are creating inclusive and equitable opportunities that reflect the communities we serve.

With the current state of our country dealing with the COVID-19 pandemic, as well as social and political issues, employers across the city have searched for the right thing to say and do to help their employees and customers during this time when personal feelings and beliefs impact the workplace more now than ever. While there isn't a one-size-fits-all approach to implementing DEI across an organization, here are a few steps and considerations companies can take to ensure DEI is a priority moving forward.

Understand your audience

It's important to understand the perspectives of those you serve. Identifying your audience will help develop a DEI strategy that addresses concerns from multiple lenses. At Houston Methodist, we focus on our patients, employees and the communities we serve. Anyone building a DEI program needs to not only be cognizant of their audience, but also understand their needs in today's climate before spending time and resources to develop initiatives that will address those needs. Ultimately, this will help shape a more impactful approach to DEI within your organization.

Define success

When developing a DEI strategy, success may seem overwhelming or lofty. But, viewing success as progress will help your organization accomplish your goals in a way that employees and other stakeholders will benefit from in the long run.

Set strategic and measurable goals that clearly state what your organization wants to achieve through its DEI efforts. These goals need not be big at the onset; make sure they are attainable. Most importantly, it's critical to revisit your goals on a regular basis and identify gaps, and be willing to pivot, if needed, along the way so your organization eventually reaches its goals. At the hospital, we've developed a DEI dashboard for all departments in our hospitals to help us with setting those measurable goals. Once measurable goals are identified, a DEI scorecard will be used to identify progress for departments and our organization year over year. When people are able to easily track and see progress or gaps, it will make it easier to reach desired goals.

An organization can't be successful with any new type of program if everyone within the organization doesn't understand the importance of DEI in their department and within the company as a whole. Progress often starts with one person. Providing training to employees about the impact that DEI can have on their day-to-day work will help them champion that within the organization. For example, we've launched something at our hospital called "Together We Grow," a training program aimed at building a foundation for what DEI is by exploring everyday scenarios employees may encounter. This program first started with leadership and is now available to all employees within the hospital system.

Establish a timeline

Once measurable goals have been established, develop a timeline for accomplishing those goals. By selecting two or three goals that can be focused on over a particular time period (i.e., six months or one year), your organization can implement targeted programs and best practices to drive the success of DEI for a more long-term plan. It's ok if not every program is up and running within the year; creating milestones along the way will give your organization time to grow its DEI efforts and aspire to something meaningful for your employees, customers or community. The need for DEI doesn't go away, so it's important to continue efforts year-round with a growth mindset.

Evaluate how DEI holistically fits into your business

A DEI department, team or individual can't be successful if the work isn't aligned with the mission of the organization. It does not help if an organization has competing priorities, so DEI goals must be embedded in your organization's business goals.

Additionally, it's also important to have leadership set the tone for the rest of the organization to follow. Executive leaders that fully commit to the organization's DEI efforts and promote transparency, feedback and accountability for those programs will yield the most meaningful and lasting results.

Recognize your ‘why’

As a business, it's important to understand why DEI is important for your organization's success. You need to both be able to understand and articulate the business case for why diversity matters in your organization. Studies like this one from Boston Consulting Group continue to show a positive correlation between workforce diversity, innovation and overall company performance. The workforce is constantly changing and becoming more diverse, so making sure your organization is adapting to those different perspectives and taking into consideration why this work is vital to your employees, customers and your community will help turn DEI ideas into action.

For many health care organizations, health equity has shaped community engagement efforts and programs. Addressing health equity for racial, ethnic and social minorities in the Greater Houston area has been a priority for Houston Methodist for nearly 30 years, and this work has also informed and strengthened our DEI efforts in the communities we serve.

In conclusion, remember progress and feedback will help you reach your organization's DEI goals. For these initiatives to be effective, everyone within your organization must understand that each person plays a role in shaping the success of DEI efforts.

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Arianne Dowdell is vice president, chief diversity, equity and inclusion officer at Houston Methodist.

Google grants Houston founders funds, The Ion looks for artists, and more local innovation news

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The Houston innovation ecosystem is bursting at the seams with news, and for this reason, local startup and tech updates may have fallen through some of the cracks.

In this roundup of short stories within Houston innovation, the Comcast RISE program expands to grant more funds, Google names Houston-area recipients from its Black Founder Fund, The Ion is looking for artists to participate in a new initiative, and more.

Google cohort awards Black founders $100,000 each

Google has granted funds to two Houston companies. Photo via Pexels

DOSS and SOTAOG, two Houston-based startups, have received $100,000 each as a part of the second cohort of the Google for Startups Black Founders Fund, a $10 million initiative for Black founders. Originally reported to be a part of Google's accelerator early this summer, DOSS is a digital brokerage that uses tech to make homeownership more affordable, and SOTAOG is an enterprise solutions provider within the oil and gas and heavy industrial industries.

"The Google for Startups Black Founders Fund embodies our mission of helping underrepresented founders grow their businesses. We are excited to continue the fund and contribute funding to Black founders, with no strings attached. Black founders currently receive less than 1 percent of total VC funding," says Jewel Burks Solomon, head of Google for Startups US, in a news release. "We heard loud and clear from the 2020 fund recipients that Google for Startups and Goodie Nation have been crucial to their success not only through funding, but through community, mentorship, network connections and technical expertise."

Last year, Google for Startups awarded 76 Black-led startups up to $100,000 in non-dilutive funding, as well as technical support from tools and teams across Google, including as much as $120,000 in donated search Ads from Google.org and up to $100,000 in Google Cloud credits, according to the release.

In addition to the two companies from Houston, eight companies from Austin and Dallas were also chosen for the second program.

The Ion calls for local artists

The Ion is looking for local artists to create innovative window displays. Photo courtesy of The Ion

The Ion, a Midtown innovation hub that's owned and operated by Rice Management Company, is looking for local artists to work on two prominent display windows at the front of the newly renovated historic Sears building.

"As a nexus for creativity of many different kinds, The Ion welcomes Houston's talented artists to tap into their unique skill sets and diverse backgrounds to submit inventive proposals that will ultimately comprise two different art installations. Each installation will contribute to Houston's innovation ecosystem by inspiring the growing community of creators who will see the building's display windows on a daily basis," says Artistic Consultant Piper Faust in a news release.

The two art installations will reside for six months — from February to August of next year. The submissions will be evaluated by a team of experts identified by Rice Management Co. and Piper Faust. The budget for each project will be $20,000.

According to the release, the submissions are open to Houston-area artists and should be in line with The Ion's "vision and mission of accelerating innovation, connecting communities and facilitating partnerships to create growth and opportunity in Houston."

Artists can apply online until October 1 at 5 pm.

Comcast RISE announces additional $1 million for Houston founders

Comcast to dole out $1M in grants to BIPOC-owned small businesses in Houston

The Comcast RISE program will give out another batch of $10,000 grants to BIPOC-owned small businesses in Houston. Photo via Getty Images

The Comcast RISE Investment Fund, which announced funding for 100 small businesses in Houston earlier this year, has expanded to provide an additional $1 million in support. The program is focused on BIPOC-owned small businesses in Harris and Fort Bend Counties that have been in business for three or more years with 1 to 25 employees.

Eligible businesses can apply online at ComcastRISE.com beginning October 1 through October 14 for one of the one hundred $10,000 grants.

Houston startup wins $25,000

Day Edwards, founder and CEO of Church Space

Day Edwards, founder and CEO of Church Space, won $25,000 for her company. Photo courtesy of Church Space

Dallas-based Impact Ventures, a nonprofit startup accelerator focused on empowering women and communities of color, hosted its bi-annual event, The Startup Showcase. A Houston-based company, Church Space, took the top prize of $25,000.

Billed as the "Netflix of churches," Church Space originally started as a way to allow groups to rent spaces for worship. But, in light of the pandemic, the company is pivoted to launch Church Space TV, a streaming program that allows churches and ministries to stream worship services for free.

"It felt like the perfect opportunity to give churches a way to reach more people during the pandemic," Day Edwards, founder and CEO of Church Space, previously told InnovationMap. "This would create more impact than anything we could possibly offer at this time."

The company is also one of MassChallenge Texas's 2021 cohort.

Houston health care leader receives prestigious award

Dr. Peter Hotez, a leader in the development of Texas Children's and Baylor's COVID-19 vaccine construct, has been named the recipient of a prestigious award. ​Photo courtesy of TCH

Dr. Peter Hotez, Texas Children's Hospital Chair in Tropical Pediatrics, has been awarded the 2021 David E. Rogers Award. Hotez is co-director of the Center for Vaccine Development at Texas Children's Hospital and Professor of Pediatrics and Molecular Virology and dean of the National School of Tropical Medicine at Baylor College of Medicine.

The annual award, presented by the Robert Wood Johnson Foundation and the Association of American Medical Colleges, "honors a medical school faculty member who has made major contributions to improving the health and health care of the American people," according to a news release.

"I am thrilled to be honored with the David E. Rogers Award," Hotez says in the release. "As we continue this fight against COVID-19, having the additional support from the AAMC will amplify our efforts to improve public health nationally and globally."

The award will be presented to Dr. Hotez at the 2021 AAMC Awards Recognition Event on Wednesday, October 27.

Hotez is leading the development of Texas Children's and Baylor's COVID-19 vaccine construct, according to the release, and he has dedicated much of his time to vaccine advocacy efforts, countering rising antivaccine and anti-science sentiments in the United States while promoting vaccine diplomacy efforts globally.

Houston Exponential appoints new executive director and restructures its board

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Houston's nonprofit focused on accelerating the growth of the local innovation ecosystem has named its new leader.

Serafina Lalany has been named Houston Exponential's executive director. She has been serving in the position as interim since July when Harvin Moore stepped down. Prior to that, she served as vice president of operations and chief of staff at HX.

"I'm proud to be leading an organization that is focused on elevating Houston's startup strengths on a global scale while helping to make the world of entrepreneurship more accessible, less opaque, and easier to navigate for founders," Lalany says in a news release. "My team and I will be building upon the great deal of momentum that has already been established in this effort, and I look forward to collaborating closely with members of our community and convening board in this next chapter of HX."

According to the release, the organization is also "sharpening its focus and governing structure." HX's current board of directors will transition into a "convening board." In this new structure, Houston innovation leaders will come together to support one another and share advice and opportunities, as well as launch working groups to address emerging tech ecosystem challenges. An executive committee made up of five to seven members will oversee HX's operations and staff. These changes will be in effect on October 1.

"Houston's innovation ecosystem has been on an incredible run over the last four years as evidenced by the tripling of venture capital funding for local startups and the sharp increase in the number of startup development organizations supporting our emerging companies and founders," says HX Chair Barbara Burger, who is the vice president innovation at Chevron and president of Chevron Technology Ventures. "Houston Exponential has been a key catalyst for building momentum, and it's important for the organization to adapt to best meet the needs of the maturing ecosystem."

Moving forward, HX will have a strengthened focus on key efforts, like convening a startup development organization roundtable, the VC Immersions program, monthly networking events, and the annual Houston Tech Rodeo.

Additionally, as the organization's new leader, Lalany will spearhead HX's goal for Houston-based startups raising $10 billion in venture capital annually by 2030, per the release.

"Serafina has been a steadfast leader of the HX team, and we believe she is the right person to take the organization through this next chapter in its evolution," Burger says. "I'm excited to see what's next for HX under her guidance."