Crisis Fatigue Is Real. Here’s How to Prepare Without Burning Out.

TL;DR:  Organizations that fail to prepare for crises will struggle to recover. Crisis fatigue weakens teams, leads to poor decisions, and damages reputations. A strong crisis plan keeps teams sharp, prevents chaos, and ensures control. 

Organizations face unprecedented challenges in the coming years. Policies will shift, the economy will fluctuate, and public scrutiny will intensify. Leaders must respond swiftly to one crisis after another. Companies that plan will maintain control; those that wait will struggle to catch up.

A crisis communication plan is like insurance. You hope you never need it, but the damage will be far worse if disaster hits and you don't have one. Organizations that take the time to prepare can weather the storm, while those that wait until the last minute will be left scrambling.

DeSoto & State experienced this firsthand while working on a crisis for a prominent arts institution. Accusations against a key member of leadership spread from a single blog post to the media quickly, and without a plan, the organization lost control of the narrative. Reading our case study, you'll see how we worked to contain the damage, refocus the conversation, and rebuild trust.

Some organizations rely on exhaustion to weaken their competitors, assuming others become too drained to act decisively or think strategically. Crisis fatigue weakens morale, clouds judgment, and leads to costly mistakes. When teams are exhausted, they make poor decisions, and reputations suffer.

The most difficult challenge isn't surviving a single crisis; it's managing the ongoing wave of problems without burning out. Teams need strategies to stay sharp, focused, and in control under pressure. Last-minute scrambling becomes the norm without a clear plan, leading to expensive mistakes.

A crisis communication plan does more than react to events; it helps anticipate what's coming, clearly defines responsibilities, and creates systems to identify risks before they spiral out of control. Teams that prepare stay in control; those that don't will be left picking up the pieces.

Understanding Crisis Fatigue

Crisis fatigue occurs when teams face emergency after emergency without a chance to recover. The signs are clear: decision paralysis, low morale, and an inability to see the bigger picture. In today's fast-paced world, where outrage can spread in seconds, crisis fatigue is inevitable for any organization lacking preparation.

When teams experience crisis fatigue, things slow down. Responses become inconsistent, and minor issues grow simply because they lack the energy to manage them properly. The good news is that this cycle can end with the proper preparation.

The Cost of Failing to Prepare

History is full of examples where companies underestimated the impact of a crisis. In 2023, OpenAI's board fired CEO Sam Altman, citing concerns over his leadership and communication. The decision led to widespread employee unrest, with nearly 770 OpenAI staff threatening to join Microsoft if Altman wasn't reinstated. The board re-hired Altman within the same month, highlighting the importance of clear communication and leadership stability during crises.

In contrast, Johnson & Johnson's response to the Tylenol poisoning crisis in the 1980s shows what adequate preparation can do. The company acted quickly, communicated transparently, and prioritized public safety. As a result, they strengthened their brand in the long term. Similarly, Marriott's response to the 2018 data breach gained trust and minimized the damage. These companies show that with proper preparation, recovery is possible. The difference between success and failure lies in the planning.

Building a Resilient Crisis Team

Crisis management involves more than reacting; it requires preparing your team long before a crisis arises. Here's how to build a strong crisis team:

• Define Roles Clearly: Every team member must understand their role in a crisis. Ambiguity confuses and leads to mistakes.

• Practice Scenarios: Teams that run through various crisis scenarios ahead of time are better equipped to respond to real challenges.

• Maintain Consistent Messaging: Clear and consistent communication builds trust with employees, customers, and other stakeholders.

• Engage the Media Early: Establish credibility before a crisis strikes so your organization's voice remains trusted when it counts the most.

• Provide Ongoing Training: Crisis management isn't a one-time event. Regular drills and simulations ensure teams stay sharp and prepared.

• Collaborate Across Departments: Legal, PR, HR, and operations must work together to present a unified front during a crisis.

Keeping Your Team Focused and Avoiding Burnout

Crisis after crisis can wear down a team. Without support, burnout leads to poor performance and higher turnover. Here's how to keep your team energized:

• Encourage Rest and Recovery: No one can operate in crisis mode for long periods. Rotate responsibilities to give your team a break and keep decision-making fresh.

• Support Mental Health: High-pressure situations take a toll on mental health. Offer counseling and stress management resources to help your team cope.

• Celebrate Wins: Recognizing achievements after a crisis boosts morale and reinforces the importance of preparation.

• Update Crisis Plans Regularly: The landscape constantly changes. Review and refine your crisis plans to keep them relevant.

• Invest in Learning: Regular workshops and training sessions help ensure your team is always ready for new challenges.

The Consequences of Poor Crisis Planning

When a crisis strikes, organizations without a clear response plan face chaos. Miscommunication, delayed reactions, and inconsistent messaging only escalate the problem. Companies that fail to prepare risk long-term reputational damage, legal fallout, and financial loss.

A lack of preparation does not just weaken an organization's response—it hands control of the narrative to others. If a company hesitates, misinformation spreads, speculation takes hold, and public trust erodes. A well-prepared organization, on the other hand, can move swiftly, provide accurate information, and maintain credibility.

History has shown that organizations with proactive crisis strategies recover faster and emerge stronger. Those that wait until disaster strikes to formulate a response often find themselves scrambling to contain the damage. The difference between survival and failure lies in readiness.

DeSoto & State's Rapid Response Workshop trains leaders and teams to manage crises confidently, protect their reputations, and maintain control under pressure. The real question is: is your team ready?