Liam Cox Discusses Why Strategic Communication Is Critical in Crisis Management

According to respected media and business affairs expert Liam Cox, one of the most effective strategies in times of crisis is communication. When something goes wrong, how a company communicates can shape the public's reaction and even its recovery.

He says, “People don’t expect perfection. But they do expect honesty, quick responses, and a sense that someone is in control.”

Talk to People, Not at Them

Many companies panic and hide behind formal statements or legal language. But Cox says this creates distance. In a crisis, people want to hear from real humans, not faceless brands.

“Speak clearly, speak kindly, and speak truthfully,” he says. “That alone can make a huge difference.”

• Use simple, conversational language.

• Avoid corporate jargon or cold, scripted responses.

• Speak directly to emotions, acknowledge fear, confusion, or frustration.

• Let leadership show up personally videos or messages from the CEO can help.

• Saying, "We're still figuring things out," is okay.
  
  

Timing Is Everything

Cox explains that speed matters. When something goes wrong, people want answers quickly. Waiting too long to respond creates space for rumors and panic.

Cox says, "Speak up even if you don't have all the facts.”  Cox advises. “Silence looks like you don’t care—or worse, like you’re hiding something.”

Being fast doesn’t mean being careless. Take a moment to check the facts, then communicate clearly and honestly.

Know Who You’re Talking To

Different groups of people need different types of updates. Employees, customers, investors, and the media all care about different things. Cox says companies must speak to each group in a way that fits their needs.

• Employees need to know if their jobs are safe and what to expect at work.

• Customers want to know if products or services will still be available.

• Investors are concerned about the company’s long-term health.

• For the media to inform the public, accurate updates are necessary.
  
  

Tailor your message for each audience. Use the right platforms: emails for staff, social media for customers, and press releases for the media.

Plan Before Things Go Wrong

Cox believes the best crisis communication starts before a crisis even happens. Companies that prepare are quicker to act and that can reduce damage.

• Creating a basic crisis communication plan.

• Choosing who will speak on the company’s behalf.

• Preparing a few messages in advance (for typical situations).

• Training leaders to stay calm and speak clearly.
  
  

Be Honest, Even When It’s Hard

People can accept that mistakes happen. What they won’t accept is dishonesty. Cox says being open even about bad news builds trust.

"Explain what you know, admit when you don't know, and explain how you intend to fix it."

That kind of honesty often earns respect and keeps people on your side.

Empathy Matters Most

Finally, Cox reminds us that people are emotional in a crisis. Fear, anger, and confusion are natural. That’s why companies need to show empathy, not just facts.

“Even just saying, ‘We understand this is hard,’ goes a long way,” he says.

A caring, human response helps calm people and protect your reputation.

Final Thought

Liam Cox makes it abundantly evident that in an emergency, good communication is essential.  Acting quickly, being honest, and speaking with empathy are key to earning trust and they’re what help organizations get through difficult times and recover stronger.