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Brand Under Fire shares foundational crisis management principles coupled with advanced digital and social media strategies informed by direct experience with some of the most challenging crises in recent years.

With case studies and expert POVs, the book outlines the six stages of crisis and shows how adhering to the five principles of crisis communication-authenticity, transparency, speed, agility, and creativity-can help an organization survive a crisis and emerge stronger.



“Everyone in business will face a crisis. But in the digital era, you need a new playbook. Here it is.”
Larry Scott
Former Pac-12 Conference Commissioner
“My journey to becoming the No. 1 player in the world has been full of twists and turns. Jeff Hunt has helped me to better understand my personal brand, both on and off the golf course. He has helped me connect with fans of all ages through the game I love and through the Dustin Johnson Foundation.”
Dustin Johnson, Professional Golfer
“In the aftermath of the Fukushima crisis, Jeff Hunt and his team helped TEPCO executives expand and improve communications, transform the corporate culture, and help rebuild trust. It’s a journey that continues, but there has been measurable progress.”
Dale Klein
Former chairman, US Nuclear Regulatory Commission & chairman TEPCO Nuclear Reform Monitoring Committee

About the Author

Jeff Hunt is a specialist in crisis management, branding, and digital and social media strategy. He has helped many organizations respond to crisis, including Tokyo Electric Power Company following the Fukushima tsunami and nuclear meltdown; Penn State University in the aftermath of the Sandusky scandal; and Dell during what was then the largest product recall in the consumer electronics industry.

He has helped high-profile athletes with media strategy and reputation management, including golfers Dustin Johnson and Jordan Spieth, tennis players Serena Williams and Maria Sharapova, and NFL quarterback Cam Newton.

Hunt is a veteran of top executive positions at Burson-Marsteller, Cohn & Wolfe, GCI, and PulsePoint Group and serves as adjunct professor at the Moody College of Communication at The University of Texas at Austin.