What Many Organizations Get Wrong When a Crisis Hits

At Louis Karno & Company, we’ve seen it all: organizations frozen in indecision, others reacting impulsively, and some refusing to acknowledge a crisis until it’s just so late. The truth is, no one is immune to crises. Whether it’s a public relations blunder, an error, or a social media storm, how an organization responds in the first moments can determine the difference between recovery and a hard road ahead.

Crises may be inevitable, but chaos doesn’t have to be. With the right preparation and response strategies, organizations can not only weather the storm but also emerge stronger and more resilient. At Louis Karno & Company, we specialize in helping organizations navigate crises with clarity, confidence, and care.

So, what do many organizations get wrong when a crisis hits? Here’s what we’ve observed—and what we help our clients avoid.

1. Denial or Delay One of the biggest mistakes organizations make is failing to acknowledge the crisis promptly. In the age of instant communication, delays can be costly. Stakeholders expect transparency and swift action. When organizations deny, deflect, or delay, they often lose trust before they even have a chance to respond. A lack of acknowledgment can fuel speculation, worsen the situation, and make it appear that the organization has something to hide.

2. No Pre-Existing Plan Too many organizations operate under the assumption that crises won’t happen to them—or that they’ll figure it out when the time comes. Without a crisis communication plan in place, teams are often left scrambling, unsure of who should take the lead, what steps to follow, or how to coordinate a response. This lack of preparation can lead to inconsistent messaging, internal confusion, and reputational damage.

3. Focusing on Reputation Over Responsibility When a crisis hits, it’s natural for organizations to worry about their public image. But, focusing solely on reputation management while ignoring the core issues tends to backfire. Stakeholders can sense inauthenticity, and attempts to “spin” a crisis without addressing root problems often deepen mistrust. Genuine accountability and responsibility should be at the heart of any crisis response. If you take a bath, they say, come clean.

4. Ignoring Stakeholders Every crisis impacts people—employees, funders, customers, regulators, or the broader community. Organizations that fail to prioritize their stakeholders’ concerns during a crisis risk alienating the very groups they rely on for success. Ignoring questions, dismissing concerns, or failing to communicate can lead to frustration, anger, or a permanent loss of trust.

5. Reacting Without a Strategy In a crisis, it’s tempting to act quickly just to show you’re doing something. But knee-jerk reactions often create more problems than they solve. Sending mixed messages, contradicting previous statements, or making decisions without considering long-term implications can escalate a crisis rather than resolve it. No half measures in a crisis...

6. Neglecting Internal Communication During a crisis, organizations often focus on external messaging while neglecting internal communication. Staff are your most important ambassadors—and they need to know what’s happening. If they’re left in the dark, rumors and misinformation can spread internally, further complicating your response efforts.

7. Underestimating Social Media Social media is a double-edged sword during a crisis. While it can be a powerful tool for communicating updates and engaging stakeholders, it can also amplify missteps and spread misinformation. Organizations that fail to monitor or respond effectively on social platforms often find themselves caught in a spiral of negative sentiment.

How to Get It Right?

At Louis Karno & Company, we guide organizations in New Hampshire and all over to avoid these common pitfalls by focusing on three pillars: preparedness, transparency, and empathy.

1. Have a Crisis Plan in Place: A real crisis communication plan identifies key roles, establishes a chain of command, and outlines protocols for different scenarios. Being prepared allows you to act swiftly and strategically when a crisis arises.

   
   

2. Acknowledge and Take Responsibility: Stakeholders value honesty and accountability. Acknowledge the issue, communicate what you know, and outline the steps you’re taking to address it.

   
   

3. Put People First: Whether it’s your employees, customers, or community, show empathy and prioritize the well-being of those affected. Clear, compassionate communication builds trust and helps stakeholders feel heard.

   
   

4. Stay Consistent: Develop a central message and ensure consistency across all communication channels. This minimizes confusion and reinforces your credibility.

   
   

5. Monitor, Respond, and Adapt: Social media moves fast, and staying on top of conversations is critical. Respond thoughtfully, correct misinformation, and adapt your approach as the situation evolves.

   
   

   Need more? Reach out!