Book Concept

Unlike most books on crisis management, Brand Under Fire focuses on crisis communications in the digital age. It’s an updated playbook that shares advanced digital and social media strategies informed by direct experience with some of the most challenging crises in recent years.

Jeff Hunt guides you through the six stages of crisis and shows why adhering to the five principles of crisis communication—authenticity, transparency, speed, agility, and creativity—will help your organization survive a crisis and come out stronger.







What People Are Saying About Brand Under Fire:


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, 2016 U.S. Open Champion


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 public trust. It’s a journey that continues, but there has been measurable progress.

—Dale Klein, Former chairman, US Nuclear Regulatory Commission and chairman, TEPCO Nuclear Reform Monitoring Committee


This book is a must-read for any CEO. Jeff Hunt’s advice reads like common sense, but it is almost always overlooked by corporate executives. A crisis won’t fix itself. In fact, it will inevitably get worse without active intervention. This is precisely what was happening at Fukushima Daiichi until he stepped in it. He not only helped me penetrate the opaque culture of Japan and TEPCO, he suited up and joined me on a perilous tour of the wrecked plant. It’s emblematic of his style: he doesn’t run away from problems, he goes straight at them.

—Miles O’Brien, Independent journalist and filmmaker; PBS NewsHour science correspondent; NOVA producer and writer; CNN aviation analyst


In the course of his 18-year career at Burson-Marsteller, we moved Jeff Hunt to every region of the world, and there always seemed to be a crisis waiting. His ability to stay on the leading edge of crisis management, particularly in this new digital and social world, has made him invaluable when companies are most vulnerable. Brand Under Fire is a must-read for any CEO looking to advance their crisis plan in advance of a crisis. Don’t let a crisis be your wake-up call.

—Don V. Cogman, Former President and Chief Operating Officer of Burson-Marsteller


When it comes to effective crisis management, there is no substitute for experience in the trenches. Jeff Hunt has been tested in some of the toughest crisis situations, from his earliest days in Seoul, Korea to later experiences in Mexico, Latin America, and Europe. Brand Under Fire is a must-read for any C-suite officer, particularly with the new realities of the digital age significantly amplifying the threat.

—Thomas D. Bell Jr., Chairman, Mesa Capital Partners


Corporate directors provide a service by challenging assumptions and the preparedness of their organizations—far in advance of a crisis. Jeff Hunt offers invaluable strategic advice for board members and other leaders of entities that bear enormous responsibility for public safety.

—Lady Barbara Thomas Judge, Deputy Chair of the TEPCO Nuclear Reform Monitoring Committee, former Chair of the UK Institute of Directors and the UK Atomic Energy Authority, former member of the US Securities and Exchange Commission, and Non-Executive Director of the LIXIL Group Corporation