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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Houston space org to launch experiments aboard first mission into polar orbit

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Houston's Translational Research Institute for Space Health, or TRISH, will send its latest experiments into space aboard the Fram2 mission, the first all-civilian human spaceflight mission to launch over the Earth’s polar regions.

Fram2, operated by SpaceX, is targeting to launch Monday, March 31, at NASA’s Kennedy Space Center in Florida. The crew of four is expected to spend several days in polar orbit aboard the SpaceX Dragon spacecraft in low Earth orbit. TRISH’s research projects are among 22 experiments that the crew will conduct onboard.

The crew's findings will add to TRISH's Enhancing eXploration Platforms and ANalog Definition, or EXPAND, program and will be used to help enhance human health and performance during spaceflight missions, including missions to the moon and Mars, according to a release from TRISH.

“The valuable space health data that will be captured during Fram2 will advance our understanding of how humans respond and adapt to the stressors of space,” Jimmy Wu, TRISH deputy director and chief engineer and assistant professor in Baylor’s Center for Space Medicine, said in the release. “Thanks to the continued interest in furthering space health by commercial space crews, each human health research project sent into orbit brings us closer to improving crew member well-being aboard future spaceflight missions.”

The six TRISH projects on Fram2 include:

  • Cognitive and Physiologic Responses in Commercial Space Crew on Short-Duration Missions, led by Dr. Mathias Basner at the University of Pennsylvania Perelman School of Medicine. The crew will wear a Garmin smartwatch and a BioIntelliSense BioButton® medical grade device to track cognitive performance, including memory, spatial orientation, and attention before, during, and after the mission.
  • Otolith and Posture Evaluation II, led by Mark Shelhamer at Johns Hopkins University. The experiment will look at how astronauts’ eyes sense and respond to motion before and after spaceflight to better understand motion sickness in space.
  • REM and CAD Radiation Monitoring for Private Astronaut Spaceflight, led by Stuart George at NASA Johnson Space Center. This experiment will test space radiation exposure over the Earth’s north and south poles and how this impacts crew members.
  • Space Omics + BioBank, led by Richard Gibbs and Harsha Doddapaneni at Baylor College of Medicine. The experiment will use Baylor’s Human Genome Sequencing Center's Genomic Evaluation of Space Travel and Research program to gain insights from pre-flight and post-flight samples from astronauts.
  • Standardized research questionnaires, led by TRISH. The test asks a set of standardized research questionnaires for the crew to collect data on their sleep, personality, health history, team dynamics and immune-related symptoms.
  • Sensorimotor adaptation, led by TRISH. The project collects data before and after flight to understand sensorimotor abilities, change and recovery time to inform future missions to the moon.

TRISH, which is part of BCM’s Center for Space Medicine with partners Caltech and MIT, has launched experiments on numerous space missions to date, including Blue Origin's New Shepard rocket last November and Axiom Space's Ax-3 mission to the International Space Station last January.

Houston lab develops AI tool to improve neurodevelopmental diagnoses

developing news

One of the hardest parts of any medical condition is waiting for answers. Speeding up an accurate diagnosis can be a doctor’s greatest mercy to a family. A team at Baylor College of Medicine has created technology that may do exactly that.

Led by Dr. Ryan S. Dhindsa, assistant professor of pathology and immunology at Baylor and principal investigator at the Jan and Dan Duncan Neurological Research Institute at Texas Children’s Hospital, the scientists have developed an artificial intelligence-based approach that will help doctors to identify genes tied to neurodevelopmental disorders. Their research was recently published the American Journal of Human Genetics.

According to its website, Dhindsa Lab uses “human genomics, human stem cell models, and computational biology to advance precision medicine.” The diagnoses that stem from the new computational tool could include specific types of autism spectrum disorder, epilepsy and developmental delay, disorders that often don’t come with a genetic diagnosis.

“Although researchers have made major strides identifying different genes associated with neurodevelopmental disorders, many patients with these conditions still do not receive a genetic diagnosis, indicating that there are many more genes waiting to be discovered,” Dhindsa said in a news release.

Typically, scientists must sequence the genes of many people with a diagnosis, as well as people not affected by the disorder, to find new genes associated with a particular disease or disorder. That takes time, money, and a little bit of luck. AI minimizes the need for all three, explains Dhindsa: “We used AI to find patterns among genes already linked to neurodevelopmental diseases and predict additional genes that might also be involved in these disorders.”

The models, made using patterns expressed at the single-cell level, are augmented with north of 300 additional biological features, including data on how intolerant genes are to mutations, whether they interact with other known disease-associated genes, and their functional roles in different biological pathways.

Dhindsa says that these models have exceptionally high predictive value.

“Top-ranked genes were up to two-fold or six-fold, depending on the mode of inheritance, more enriched for high-confidence neurodevelopmental disorder risk genes compared to genic intolerance metrics alone,” he said in the release. “Additionally, some top-ranking genes were 45 to 500 times more likely to be supported by the literature than lower-ranking genes.”

That means that the models may actually validate genes that haven’t yet been proven to be involved in neurodevelopmental conditions. Gene discovery done with the help of AI could possibly become the new normal for families seeking answers beyond umbrella terms like “autism spectrum disorder.”

“We hope that our models will accelerate gene discovery and patient diagnoses, and future studies will assess this possibility,” Dhindsa added.

Texas robotics co. begins new search for missing Malaysia Airlines flight 370

International News

Malaysia’s government has given final approval for a Texas-based marine robotics company to renew the search for Malaysia Airlines Flight 370, which is believed to have crashed in the southern Indian Ocean more than a decade ago.

Cabinet ministers agreed to terms and conditions for a “no-find, no-fee” contract with Texas-based Ocean Infinity to resume the seabed search operation at a new 5,800-square-mile site in the ocean, Transport Minister Anthony Loke said in a statement Wednesday. Ocean Infinity will be paid $70 million only if wreckage is discovered.

The Boeing 777 plane vanished from radar shortly after taking off on March 8, 2014, carrying 239 people, mostly Chinese nationals, on a flight from Malaysia’s capital, Kuala Lumpur, to Beijing. Satellite data showed the plane turned from its flight path and headed south to the far-southern Indian Ocean, where it is believed to have crashed.

An expensive multinational search failed to turn up any clues to its location, although debris washed ashore on the east African coast and Indian Ocean islands. A private search in 2018 by Ocean Infinity also found nothing.

The final approval for a new search came three months after Malaysia gave the nod in principle to plans for a fresh search.

Ocean Infinity CEO Oliver Punkett earlier this year reportedly said the company had improved its technology since 2018. He has said the firm is working with many experts to analyze data and had narrowed the search area to the most likely site.

Loke said his ministry will ink a contract with Ocean Infinity soon but didn’t provide details on the terms. The firm has reportedly sent a search vessel to the site and indicated that January-April is the best period for the search.

“The government is committed to continuing the search operation and providing closure for the families of the passengers of flight MH370,” he said in a statement.

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