The document discusses five false assumptions companies often make about crisis management: 1. Having an operational plan is not the same as being prepared for an organizational crisis that violates public trust. 2. One size does not fit all - operational plans cannot contain an organizational crisis in the same way. 3. People are not entirely rational and emotions often overwhelm reason in a crisis. 4. Experienced executives may default to habitual responses that make the crisis worse rather than knowing what to do. 5. Behaviors that led to success in normal times will not necessarily work during a crisis when the rules have changed.