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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Houston investor on why 2025 will be the year of exits

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Samantha Lewis will be the first to admit that the past few years have been tough on startups and venture capital investors alike. However, as she explains on the Houston Innovators Podcast, the new year is expected to look very different.

"We're super excited going into 2025," says Lewis, who is a partner at Houston-based VC firm Mercury. "For us, 2024 was a year of laying a lot of groundwork for what we believe is going to be a massive year of startup exits and liquidity for the venture ecosystem. We've been hard at work making sure our companies are prepared for that."

Mercury, in fact, has already gotten a taste, with three of its portfolio companies celebrating exits — all with Houston roots. Fintech platform Brassica was acquired by BitGo in February, and Apparatus, founded as Topl in Houston, was acquired early last year. The third deal has yet to be announced publicly.

And it's just getting started, Lewis says. She explains that all of the companies in Mercury's portfolio that are promising — albeit not break-out, to-be-billion-dollar companies — are going to have opportunities to sell in 2025 and 2026.

"What we've started to do — and I encourage everyone to do this if you're working on a startup — is just start to just engage with strategic buyers, investment bankers, and people you think might be a great fit to buy your company," Lewis says, "because we really think that the next few years will be the best liquidity years we've seen in a really long time. And if you're not ready for it, you're going to miss the boat."

In addition to sharing her advice to get "exit preparedness," Lewis explains some specific tech trends she's keeping an eye on in Mercury's "power theme," which she works on directly. This encompasses fintech, blockchain, web3 and more.

Houston private equity firm beats target on first investment fund

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Houston-based private equity firm Sallyport has raised $160 million for its first investment fund, exceeding the target amount by $10 million.

The Sallyport Partners Fund focuses primarily on investments in founder- and family-owned businesses, corporate carve-outs and startups in various industries.

The firm’s chairman, Doug Foshee, seeded the fund. He and managing partners Kyle Bethancourt and Ryan Howard started the firm in 2023.

“Sallyport Partners Fund was created to utilize the proven processes our team has developed over time to generate value for like-minded investors on a larger and more impactful scale,” Foshee says in a news release.

Investors in the Sallyport fund include entrepreneurs, business executives and influential Texas families. Aside from Foshee, names of the fund’s investors weren’t disclosed.

“We are deeply committed to working hand-in-hand with management teams to drive transformative growth and generate long-term value,” says Bethancourt. “Our operational capabilities are forged from decades of firsthand experience leading, investing in, and building thriving businesses from the ground up. We have a unique appreciation for the management team’s perspective because we’ve been in their shoes.”

Those shoes have covered some pretty impressive ground:

Foshee is former chairman, president, and CEO of Houston-based El Paso Corp., which owned and operated a 44,000-mile natural gas pipeline network. In 2012, El Paso merged with Houston-based pipeline company Kinder Morgan in a multibillion-dollar deal.
Before Sallyport, Bethancourt was a vice president in the credit division of Blackstone, an investment powerhouse with more than $1 trillion in assets under management. Earlier, he worked at D.E. Shaw & Co., a New York City-based hedge fund with more than $65 billion in assets under management.
Before Sallyport, Howard worked at Platform Partners, a Houston-based private equity firm. Earlier, he worked for the natural resources arm of investment banking giant Goldman Sachs.

Houston university students earn top honors at global energy-poverty competition

Winner, winner

A student-led team from the University of Houston and Texas A&M University took home top prizes at last month's Switch Energy Alliance Case Competition.

Competing virtually against 145 teams from 34 countries, the students, known as The Dream Team, won third place for their plan to address energy poverty in Egypt and Turkey. They were awarded $5,000 in prize money.

The competition challenges student teams to solve real-world energy problems to "drive progress towards a sustainable and equitable energy future," according to the Switch competition's website.

“The Switch competition tackles major issues that we often don’t think about on a daily basis in the United States, so it is a really interesting and tough challenge to solve,” Sarah Grace Kimberly, a senior finance major at UH and member of the team, said in a statement from the university

Kimberly was joined by Pranjal Sheth, a fellow senior finance major at UH, and Nathan Hazlett, a finance graduate student at TAMU with a bachelor’s degree in petroleum engineering.

The Dream Team developed a 10-year plan to address Egypt and Turkey's energy poverty that would create 200,000 jobs, reduce energy costs and improve energy access in rural areas. Its major components included:

Developing rooftop and utility-scale solar farms and solar canopies over irrigation canals
Expanding wind power capacity by taking advantage of high wind speeds in the Gulf of Suez and Western Desert
Deploying cost-efficient technologies along the Nile for rural electrification

“People in the United States should be extremely thankful for the infrastructure and systems that allow us to thrive with power, food and water,” Sheth said in the statement. “Texas went through Winter Storm Uri in 2021—people were without electricity for weeks, and lives were lost. It still comes up in conversations, but certain regions of the world, developing nations, live that experience almost every day. We need to make that a larger part of the conversation and work to help them.”

Team Quwa, a team of four students from the University of Texas at Austin, took home second place and $7,000 in prize money.

“This journey was both intellectually enriching and personally fulfilling,” Mohamed Awad, a PhD candidate at the Hildebrand Department of Petroleum and Geosystems Engineering, said in a statement from UT. “Through the case competition, we had an opportunity to contribute meaningful ideas to address a critical global issue.”

Team Energy Nexus from India earned the top prize and took home $10,000, according to a release from Switch.

Switch Energy Alliance is an Austin-based non-profit that's focused on energy education. The Switch competition began in 2020. Teams of three to four students create a presentation and 15-minute video. The top five teams present their case studies live and answer questions before a panel of judges.

More than 3,200 students from 55 countries have competed over the years. Click here to watch the 2024 final round.