Houston expert shares 5 tips for brand messaging during a pandemic

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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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2 Houston health innovation leaders award grants to cancer-fighting researchers

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Five cancer-fighting research projects were named inaugural recipients of a new grant program founded by two Houston institutions.

Last summer, Rice University and The University of Texas MD Anderson Cancer Center announced they were teaming up to form the new Cancer Bioengineering Collaborative. The shared initiative, created to form innovative technologies and bioengineering approaches to improve cancer research, diagnosis and treatment, recently launched with an event at the TMC3 Collaborative Building in Helix Park.

At the gathering, the Cancer Bioengineering Collaborative announced the projects that were selected for its first round of seed grants.

  • “Enhancing CAR-T immunotherapy via precision CRISPR/Cas-based epigenome engineering of high value therapeutic gene targets,” led by Isaac Hilton, associate professor of biosciences and bioengineering at Rice and a Cancer Research and Prevention Institute of Texas (CPRIT) scholar; and Michael Green, associate professor of lymphoma/myeloma at MD Anderson.
  • “Nanocluster and KRAS inhibitor-based combination therapy for pancreatic ductal adenocarcinoma,” led by Linlin Zhang, assistant research professor of bioengineering at Rice; and Haoqiang Ying, associate professor of molecular and cellular oncology at MD Anderson.
  • “Engineering tumor-infiltrating fusobacteriumas a microbial cancer therapy,” led by Jeffrey Tabor, professor of bioengineering at Rice; and Christopher Johnston, associate professor of genomic medicine and director of microbial genomics within the Platform for Innovative Microbiome and Translational Research at MD Anderson.
  • “Preclinical study of nanoscale TRAIL liposomes as a neoadjuvant therapy for colorectal cancer liver metastasis,” led by Michael King, the E.D. Butcher Professor of Bioengineering at Rice, CPRIT scholar and special adviser to the provost on life science collaborations with the Texas Medical Center; and Xiling Shen, professor of gastrointestinal medical oncology at MD Anderson.
  • “Deciphering molecular mechanisms of cellular plasticity in MDS progression,” led by Ankit Patel, assistant professor of electrical and computer engineering at Rice and of neuroscience at Baylor College of Medicine; and Pavan Bachireddy, assistant professor of hematopoietic biology and malignancy and lymphoma/myeloma at MD Anderson.

The event was a who’s who of Houston-based cancer specialists. Speakers included our city’s favorite Nobel laureate, Jim Allison, director of the James P. Allison Institute, as well as MD Anderson’s vice president of research, Eyal Gottlieb. Attendees were welcomed by the leaders of the initiative, Rice’s Gang Bao and MD Anderson’s Jeffrey Molldrem.

“This collaborative initiative builds on the strong foundation of our existing relationship, combining Rice’s expertise in bioengineering, artificial intelligence and nanotechnology with MD Anderson’s unmatched insights in cancer care and research,” Rice’s president Reginald DesRoches says at the event. “This is a momentous occasion to advance cancer research and treatment with the innovative fusion of engineering and medicine.”

The collaboration is part of Rice’s 10-year strategic plan for leadership in health innovation, called “Momentous: Personalized Scale for Global Impact.” Its goals include a commitment to responsible use of cutting-edge AI.

“As both institutions continue to make breakthroughs every day, we hope this collaborative will enable us to tackle the complex challenges of cancer care and treatment more effectively, ultimately improving the lives of patients here in Houston and beyond," Carin Hagberg, senior vice president and chief academic officer at MD Anderson, adds. "Whether our researchers are working on the South Campus or within the hedges of Rice, this collaborative will strengthen each other’s efforts and push the boundaries of what is possible in cancer.”

Houston innovator on how health tech’s rise offers roadmap for climatetech growth

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Over the past several decades, climate tech has faced numerous challenges, ranging from inconsistent public support to a lack of funding from cautious investors. While grassroots organizations and climate innovators have made notable efforts to address urgent environmental issues, we have yet to see large-scale, lasting impact.

A common tendency is to compare climate tech to the rapid advancements made in digital and software technology, but perhaps a more appropriate parallel is the health tech sector, which encountered many of the same struggles in its early days.

Observing the rise of health tech and the economic and political support it received, we can uncover strategies that could stabilize and propel climate tech forward.

Health tech's slow but steady rise

Health tech’s slow upward trajectory began in the mid-20th century, with World War II serving as a critical turning point for medical research and development. Scientists working on wartime projects recognized the broader benefits of increased research funding for the general public, and soon after, the Public Health Service Act of 1944 was passed. This landmark legislation directed resources toward eradicating widespread diseases, viewing them as a national economic threat. By acknowledging diseases as a danger to both public health and the economy, the government laid the groundwork for significant policy changes.

This serves as an essential lesson for climate tech: if the federal government were to officially recognize climate change as a direct threat to the nation’s economy and security, it could lead to similar shifts in policy and resource allocation.

The role of public advocacy and federal support

The growth of health tech wasn’t solely reliant on government intervention. Public advocacy played a key role in securing ongoing support. Voluntary health agencies, such as the American Cancer Society, lobbied for increased funding and spread awareness, helping to attract public interest and investment. But even with this advocacy, early health tech startups struggled to secure venture capital. VCs were hesitant to invest in areas they didn’t fully understand, and without sustained government funding and public backing, it’s unlikely that health tech would have grown as quickly as it has.

The lesson here for climate tech is clear: strong public advocacy and education are crucial. However, unlike health tech, climate tech faces a unique obstacle — there is still a significant portion of the population that either denies the existence of climate change or doesn’t view it as an immediate concern. This lack of urgency makes it difficult to galvanize the public and attract the necessary long-term investment.

Government support: A mixed bag

There have been legislative efforts to support climate tech, though they haven’t yet led to the explosive growth seen in health tech. For example, the Federal Technology Transfer Act of 1986 and the Bayh-Dole Act of 1980 gave universities and small businesses the rights to profit from their innovations, including climate-related research. More recently, the Inflation Reduction Act (IRA) of 2022 has been instrumental in advancing climate tech by creating opportunities to build projects, lower household energy costs, and reduce greenhouse gas emissions.

Despite this federal support, many climate tech companies are still struggling to scale. A primary concern for investors is the longer time horizon required for climate startups to yield returns. Scalability is crucial — companies must demonstrate how they will grow profitably over time, but many climate tech startups lack practical long-term business models.

As climate investor Yao Huang put it, “At the end of the day, a climate tech company needs to demonstrate how it will make money. We can apply political pressure and implement governmental policies, but if it is not profitable, it won’t scale or create meaningful impact.”

The public’s role in scaling climate tech

Health tech’s success can largely be attributed to a combination of federal funding, public advocacy, and long-term investment from knowledgeable VCs. Climate tech has federal support in place, thanks to the IRA, but is still lacking the same level of public backing. Health tech overcame its hurdles when public awareness about the importance of medical advancements grew, and voluntary health agencies helped channel donations toward research and innovation.

In contrast, climate nonprofits like Cool Earth, Environmental Defense Fund, and Clean Air Task Force face a severe funding shortfall. A 2020 study revealed that climate nonprofits aiming to reduce greenhouse gas emissions only received $2 billion in donations, representing just 0.4% of all philanthropic funding. Without greater public awareness/sense of urgency and financial support, these groups cannot effectively advocate for climate tech startups or lobby for necessary policy changes. This type of philanthropic funding is also known as ‘catalytic capital’ or ‘impact-first-capital’. Prime Impact Fund is one such fund that does not ‘view investments as concessionary on return’. Rather their patient and flexible capital allows support of high risk, high-reward ventures.

A path forward for climate tech

The most valuable insight from health tech’s growth is that government intervention, while critical, is not enough to guarantee the success of an emerging sector. Climate tech needs a stronger support system, including informed investors, widespread public backing, and nonprofits with the financial resources to advocate for industry-wide growth.

If we can channel the same sense of urgency and public commitment toward climate change as we did for health crises in the past, climate tech could overcome its current obstacles.The future of climate tech depends not just on government policies, but on educating the public, rallying financial support, and building a robust infrastructure for long-term growth.

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Nada Ahmed is the founding partner at Houston-based Energy Tech Nexus, a startup hub for the energy transition.

This article originally ran on EnergyCapital.

Houston schools lead rankings for best entrepreneurship programs for 6th consecutive year

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Rice University and the University of Houston have once again topped The Princeton Review and Entrepreneur’s lists of the best graduate and undergraduate schools for entrepreneurship studies.

Rice ranks first in the graduate category for the sixth consecutive year, and UH ranks first in the undergraduate category for the sixth consecutive year.

“At Rice Business, our students learn both inside and outside the classroom, drawing on our strong industry and community connections in Houston and beyond,” says Peter Rodriguez, dean of Rice’s Jones Graduate School of Business. “With small class sizes and tailored programs, we aim to equip our students with the skills to create new ventures and excel in a fast-changing business landscape.”

UH President Renu Khator praises the ranking as recognition for the impact of the Cyvia and Melvyn Wolff Center for Entrepreneurship at the C.T. Bauer College of Business.

“This program is a tremendous asset not only to the University of Houston and the Bauer College of Business, but also to the city of Houston, where entrepreneurship fuels both socioeconomic mobility and economic growth,” Khator says. “We are proud to see the impact of this program reverberate throughout our community.”

Rankings for The Princeton Review and Entrepreneur’s 2025 lists were based on a survey of administrators at nearly 300 schools in the U.S., Canada, Mexico, and Europe that offer entrepreneurship studies. Among the more than 40 factors used for the rankings were academic programs, faculty credentials, mentorship opportunities, and alumni entrepreneurship ventures.

The top 10 schools on the list of the 50 best undergraduate schools for entrepreneurship studies are:

  1. University of Houston
  2. University of Texas at Austin
  3. Babson College
  4. University of Washington
  5. Washington University in St. Louis
  6. University of Michigan-Ann Arbor
  7. University of Maryland-College Park
  8. Miami University of Ohio
  9. Tecnológico de Monterrey in Mexico
  10. Northeastern University

The top 10 schools on the list of the 50 best graduate schools for entrepreneurship studies are:

  1. Rice University
  2. University of California-Los Angeles
  3. University of Michigan-Ann Arbor
  4. Washington University in St. Louis
  5. Babson College
  6. University of Washington
  7. University of Texas at Austin
  8. University of Virginia
  9. Erasmus University Rotterdam in the Netherlands
  10. University of South Florida
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