Houston expert shares 5 tips for brand messaging during a pandemic

guest column

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.

Here's how to toe the line between being precautious and alarmist when it comes to your company's approach to COVID19, aka the coronavirus. Getty Images

How your company should respond to the coronavirus, according to this Houston expert

Guest column

News stories of COVID19, also known as the coronavirus, are spreading faster than the virus itself — you can't turn on the television or open your web browser without seeing them. The virus' rapidly climbing statistics provide compelling content for today's 24/7 news cycle, but the constant inundation of new information makes it difficult for most of us to discern fact from fiction. Unfortunately, the result is too often fear – whether warranted or not.

The coronavirus and its potential global impact has already weakened an otherwise strong US economy. Now, as the virus threatens to impact everything from the NCAA's March Madness to the 2020 Summer Olympics in Tokyo, organizations are considering how best to respond to their constituents' concerns and communicate their action plans.

In a blog post this week, the social media giant, Twitter, strongly encouraged it's 5,000 employees around the globe to work from home. Other companies are banning non-urgent travel. And amid mounting fears related to the virus, organizers canceled CERAWeek, an annual energy industry conference in Houston, and the cancelation of Austin's SXSW followed. Interestingly, companies that have been demonstrating an abundance of caution are being viewed favorably by the media and general public. So, what should your company be doing?

Establish an action plan

There is no need to panic or overreact — instead, act reasonably and be prepared to react responsibly as circumstances change. Your plan may only involve restricting travel now, but may have to evolve to allow employees to work from home next month.

A company's response to the coronavirus outbreak should be dictated by the nature of its business activities, its geographic areas of operation and reach, and the spread of the virus itself. A manufacturing plant in rural Texas may not have to respond in the same way a hotel in San Francisco might.

Practice cleanliness and common sense

Amid all the noise, it is easy for common sense to give way to hysteria. However, experts agree that the coronavirus is transmitted much like the cold or flu. General cleaning, hand washing, and antiviral hand sanitizers can help prevent the spread of the virus.

Make common sense precautions a part of your plan. Ensure that common areas and restrooms in your workplace are being thoroughly cleaned. Make antiviral soaps and hand sanitizers available to employees and visitors. And most importantly, encourage employees to stay home if they are feeling sick or displaying any symptoms of illness.

Communicate

In any crisis, honest communication helps to quell fear and alleviate uncertainty, so take this opportunity to reach out to your employees. If you've established a plan, share it with them. If you've stocked the supply closet with Clorox wipes, let them know. And if you've yet to formalize a plan, simply assure your employees that you are closely monitoring the situation and that your team is prepared to respond if circumstances in your area or industry change.

Look for opportunity

It sounds distasteful, but it needn't be. 3M, the makers of surgical masks, have announced they will ramp up production to respond to increased demand. 3M didn't manufacture this crisis, but they are responding to it in a positive way.

Moreover, general practitioners and scientists in every media market are being interviewed as subject matter experts on viruses — these doctors probably never anticipated such publicity, but by sharing their expertise, they are providing a useful public service. Consider whether your company can provide a helpful product, service or resource.

The coronavirus isn't the typical business crisis — astute leadership cannot resolve it, nor can ingenuity quickly solve it. But in the coming months, strong leadership and resourcefulness will be needed to proactively plan, effectively respond and ultimately rebound without ever giving into fear.

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Terrie James is the senior corporate communications expert at Paige PR, a Houston-based public relations and marketing agency.

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Rice Business Plan Competition awards $1.4M to 2026 student teams

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Editor's note: This article has been updated to correct the total amount of investment and cash prizes awarded at the RBPC.

Another team from the Great Lakes State took home top honors and investments at this year's Rice Business Plan Competition.

BRCĒ, a material-tech startup from Michigan State University, took home the top-place finish and the largest investment total at the annual Houston event. It has developed Lattice-Grip technology to create utility-based polymers that can replace traditional fabric. The materials are stronger, fire-resistant and more stable than traditional textiles, according to the company. Last year, the University of Michigan's Intero Biosystems won first-place finish and the largest investment total of $902,000.

In total, the RBPC doled out more than $1.4 million in investment and cash prizes, according to Rice. Over the three-day event, held April 9-11, the 42 competing startups presented their business plans to 300 angel, venture capital and corporate investors. Seven finalists were selected and each competing startup received at least $950 in prizes for placement in the competition.

Three Texas teams, including one from Houston, were named among the finalists. Here's who won big this year.

BRCĒ, Michigan State University — $571,500

The recent Shark Tank alum finished in first place for its utility-based polymers technology.

$200,000 Goose Capital Investment Grand Prize
$100,000 The OWL Investment Prize
$100,000 Houston Angel Network Investment Prize
$75,000 The Indus Entrepreneurs (TiE) Texas Angels Investment Prize
$50,000 nCourage Investment Network’s Courageous Women Entrepreneur Investment Prize
$25,000 New Climate Ventures Sustainable Investment Prize
$20,000 Aramco Innovator Cash Prize
$1,000 Anbarci Family Company Showcase Prize
$500 Mercury Fund Elevator Pitch Competition Prize – Consumer Hard Tech

Legion Platforms, Arizona State University — $425,500

The startup won second place for its multiplayer gaming platform that can be accessed with slow internet speeds.

$100,000 Anderson Family Fund & Finger Interests Second Place Investment Prize
$200,000 Goose Capital Investment Prize
$100,000 The OWL Investment Prize
$25,000 Pearland EDC Spirit of Entrepreneurship Cash Prize
$500 Mercury Fund Elevator Pitch Competition Prize – Consumer

Imagine Devices, University of Texas at Austin — $101,000

The pediatric medical device company won third place for its multifunction neonatal feeding tube, known as Trinity Tube

$50,000 Anderson Family Fund & Finger Interests Third Place Investment Prize
$25,000 Pearland EDC Spirit of Entrepreneurship Cash Prize
$25,000 The Eagle Investors Investment Prize
$1,000 Anbarci Family Company Showcase Prize

Altaris MedTech, University of Arkansas – $6,000

The startup won fourth place for its pain-free strep test.

$5,000 Norton Rose Fulbright Fourth Place Prize
$1,000 Mercury Fund Elevator Pitch Competition Prize — Overall Winner

Routora, University of Notre Dame & University of Texas at Austin – $5,500

The team won fifth place for its route optimization app that works to reduce fuel costs, travel time and carbon emissions

$5,000 Chevron Fifth Place Prize
$500 Mercury Fund Elevator Pitch Competition Prizes — Digital

DialySafe, Rice University — $5,500

The startup won sixth place for its technology that aims to make at-home peritoneal dialysis simpler and safer.

$5,000 ExxonMobil Sixth Place Prize
$500 Mercury Fund Elevator Pitch Competition Prizes — Life Science

Arrow Analytics, Texas A&M University – $6,000

The startup won seventh place for its AI-powered sizing system for carry-on baggage.

$5,000 Shell Ventures Seventh Place Prize
$1,000 Anbarci Family Company Showcase Prizes

Other significant prizes included:

BiliRoo, University of Michigan – $26,000

$25,000 Southwest National Pediatric Device Consortium Pediatric Device Cash Prize
$1,000 Anbarci Family Company Showcase Prizes

BeamFeed, City University of New York – $25,000

$25,000 Amentum and WRX Companies Rising Stars Space Technology and Commercial Aerospace Cash Prize

Grapheon, University of Pittsburgh — $20,000

$20,000 Aramco Innovator Cash Prize

Last year, the Rice Business Plan Competition facilitated over $2 million in investment and cash prizes. According to Rice, more than 910 startups have raised more than $6.9 billion in capital through the competition over the last 25 years.

See a full list of this year's winners and stream rounds from the competition here.

Here's the income it takes to live comfortably in Houston in 2026

Money Talk

2026 report analyzing how much it costs to live "in sustainable comfort" in the biggest U.S. cities has found Houston residents have the 11th lowest salary requirement to live a comfortable life in 2026.

SmartAsset's annual report found single adult residents in Houston need to make $89,981 a year to qualify as "financially stable." Compared to last year, single Houstonians needed to make $83 more to live comfortably in the city.

Families with two working parents and two children need to make a household income of $204,672 to have a financially stable life in Houston, the report found. That's almost $2,000 less than what families needed to make last year.

To determine the rankings, SmartAsset's analysts examined 100 of the largest U.S. cities and used the latest cost of living data – such as the costs for housing, food, transportation, and income taxes where applicable – from the MIT Living Wage Calculator for childless individuals and for two working adults with two children.

For the purpose of the study, the 50/30/20 budgeting strategy was used to determine "comfortable lifestyle" costs for both individuals and families: 50 percent of income to cover needs and living expenses, 30 percent for "wants," and 20 percent for savings or paying down debt.

Here's breakdown of a Houston resident's comfortable lifestyle based on SmartAsset's findings:

$44,991 dedicated to needs and living expenses
$26,994 dedicated to wants
$17,996 dedicated to savings or debt repayment

This is SmartAsset's interpretation of a comfortable lifestyle for families of four:

$102,336 dedicated to needs and living expenses
$61,402 dedicated to wants
$40,934 dedicated to savings or debt repayment

SmartAsset said single individuals and families should compare the fluctuating local cost of living and their long-term goals to fully "understand the context" of their respective household incomes. But it's worth pointing out that a financially stable life in Houston isn't quite attainable for many residents: The city had a median household income of $64,361 in 2024, according to the U.S. Census Bureau.

Comfortable salaries in other Texas cities

Elsewhere in Texas, the report found that families in the Dallas-Fort Worth suburbs Frisco and McKinney "are closest to a comfortable salary."

"In Frisco, the median household earns $145,444 – substantially higher than the national median of $83,730," the report's author wrote. "This figure also accounts for 63.1 percent of the $230,464 income a family of four in Frisco needs to live comfortably. In McKinney, TX, the $124,177 median household income accounts for 53.9 percent of the $230,464 needed."

Both cities also tied with Plano for the 29th highest salary needed nationally to live comfortably in 2026. Single adults living in these cities need to make $109,242 a year to live a financially stable life this year.

On the opposite end, San Antonio has the lowest salaries needed to live comfortably in the U.S. Single adults only need to make $83,242 a year, and $192,608 for families of four.

Houston medtech startup clears FDA approval for new surgical tool

precision surgery

Houston-based Prana Surgical will soon bring a new electrosurgical tool to operating rooms around the country. The Prana System officially cleared U.S. Food and Drug Administration (FDA) approval earlier this month.

"Receiving FDA clearance for the Prana System represents a defining milestone for our company," Joanna Nathan, CEO and co-founder of Prana Surgical, said in a news release. "Surgeons today are increasingly focused on achieving precise outcomes while minimizing disruption to healthy tissue. The Prana System was designed to support that shift by integrating targeting and excision into a single, streamlined tool."

Prana Surgical began as Prana Thoracic in 2022. Back then, the company primarily focused on developing screening tools for lung cancer diagnosis. It raised $6 million in series A funding rounds in 2023 and 2024 before transitioning to broader surgical needs in 2025.

The Prana System is a minimally invasive, image-guided, single-use tissue extraction tool designed to retrieve samples without damaging healthy tissue. The tool is still designed with the respiratory system in mind, helping Prana in the fight against lung cancer and other thoracic diseases.

Reducing the impact of tissue extraction via electrosurgery and enhanced image scanning can significantly reduce complications. The Prana System combines localization and tissue-cutting capabilities in one, which keeps surgeons from having to swap out components during a procedure, making for a smoother process. It can core, cut and feel blood vessels on the way toward the intended target, giving surgeons greater control over tissue preservation.

"Electrosurgery is foundational to modern surgery, but there is still opportunity to improve how energy-based tools are applied in minimally invasive settings," Nathan added. "Our goal is to introduce a new class of image-guided surgical tools that enable more precise intervention across a range of procedures."

The company projects sales of $7.5 billion from the Prana System in the United States, estimating that 2.5 million surgical modules will be able to use the new tool. While starting out focused on biopsies, the company plans to evolve the system into other procedures, such as ablation, in the future. It is also planning for a controlled U.S. clinical rollout as it moves toward commercialization

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