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.

------

Jeremy C. Little is the head of account services for CKP, a Houston-based marketing and public relations group.

Ad Placement 300x100
Ad Placement 300x600

CultureMap Emails are Awesome

Texas lands top 10 spot in new future of tech study

report

Texas is among the top 10 states making the biggest investments in digital innovation, according to a new study.

The study, conducted by web-hosting company Hostinger, puts Texas in eighth place among the states when it comes to these key metrics:

  • Financial impact of the digital economy
  • Amount of venture capital and grants received by digital startups
  • Number of government-run tech hubs
  • Presence of top-rated business incubators

“To many, the Texas story is one of oil magnates and real estate tycoons. But in recent decades, the state has emerged as an innovation and high-tech hub,” according to a report from the Federal Reserve Bank of Dallas.

On a scale of 1 to 100, Texas received a score of 79. California nabbed the top spot with a score of 100. Appearing behind California and ahead of Texas in the ranking are:

  • No. 2: New York
  • No. 3: Washington
  • No. 4: Illinois
  • No. 5: Massachusetts
  • No. 6: Missouri
  • No. 7: Wisconsin

In terms of ranking factors, Texas benefited the most from landing at No. 2 among the states for its impact on the digital economy. The study pegged Texas’ digital economic impact at $141.7 billion, well below California’s impact of $492.8 billion.

Hostinger relied primarily on government data on 31 states to come up with the ranking. “The research provides a detailed ranking based on a composite score that reflects each state's overall investment and capacity for digital innovation,” the company says.

More than 30,000 businesses in Texas participate in the digital economy, according to the Computer & Communications Industry Association (CCIA). Those businesses employ more than 633,000 people and account for over six percent of the state’s GDP, a key measure of economic strength.

“As technology companies face increasing scrutiny through state and national legislation and litigation, it’s crucial to recognize the significant positive impacts of the digital economy that resonate across the United States,” says the CCIA.

TMC names 2025 cohort of cancer treatment innovators

ready to grow

Texas Medical Center Innovation has named more than 50 health care innovators to the fifth cohort of its Accelerator for Cancer Therapeutics (ACT).

The group specializes in immunotherapy, precision drug discovery, monoclonal antibodies, and diagnostic and therapeutic technologies, according to a statement from TMC.

During the nine-month ACT program, participants will enjoy access to a network of mentors, grant-writing support, chemistry resources, and the entrepreneur-in-residence program. The program is designed to equip participants with the ability to secure investments, develop partnerships, and advance the commercialization of cancer therapeutics in Texas.

“With over 35 million new cancer cases predicted by 2050, the urgency to develop safer, more effective, and personalized treatments cannot be overstated,” Tom Luby, chief innovation officer at Texas Medical Center, said in a news release.

Members of the new cohort are:

  • Alexandre Reuben, Kunal Rai, Dr. Cassian Yee, Dr. Wantong Yao, Dr. Haoqiang Ying, Xiling Shen, and Zhao Chen, all of the University of Texas MD Anderson Cancer Center
  • Dr. Andre Catic and Dr. Martin M. Matzuk, both of the Baylor College of Medicine
  • Cynthia Hu and Zhiqiang An, both of UTHealth Houston
  • Christopher Powala, Aaron Sato, and Mark de Souza, all of ARespo Biopharma
  • Daniel Romo, Dr. Susan Bates, and Ken Hull, all of Baylor University
  • Eugene Sa & Minseok Kim, both of CTCELLS
  • Gomika Udugamasooriya and Nathaniel Dawkins, both of the University of Houston
  • Dr. Hector Alila of Remunity Therapeutics
  • Iosif Gershteyn and Victor Goldmacher, both of ImmuVia
  • João Seixas, Pedro Cal, and Gonçalo Bernardes, all of TargTex
  • Ken Hsu and Yelena Wetherill, both of the University of Texas at Austin
  • Luis Martin and Dr. Alberto Ocaña, both of C-Therapeutics
  • Dr. Lynda Chin, Dr. Keith Flaherty, Dr. Padmanee Sharma, James Allison, and Ronan O’Hagan, all of Project Crest/Apricity Health
  • Michael Coleman and Shaker Reddy, both of Metaclipse Therapeutics
  • Robert Skiff and Norman Packard, both of 3582.ai
  • Rolf Brekken, Uttam Tambar, Ping Mu, Su Deng, Melanie Rodriguez, and Alexander Busse, all of UT Southwestern Medical Center
  • Ryan Swoboda and Maria Teresa Sabrina Bertilaccio, both of NAVAN Technologies
  • Shu-Hsia Chen and Ping-Ying Pan, both of Houston Methodist
  • Thomas Kim, Philipp Mews, and Eyal Gottlieb, all of ReEngage Therapeutics
The ACT launched in 2021 and has had 77 researchers and companies participate. The group has collectively secured more than $202 million in funding from the NIH, CPRIT and venture capital, according to TMC.