It’s a roadmap! It’s a game plan!
It’s the definitive crisis communication guide for brands.
It’s a roadmap! It’s a game plan!
It’s the definitive crisis communication guide for brands.

Brands don’t handle crisis situations every day. At the same time, unexpected situations, malicious events and head-scratching screw ups happen all the time. Food and beverage brands are especially vulnerable to reputation-damaging issues ranging from recalls, bacterial contamination and ingredient mislabeling to vandalism and even crusading lawyers and reporters.

In Breaking Bad News: 12 Essential Crisis Communication Tools, crisis communication veteran Jeff Hahn shows how even brands too busy to worry about crisis communications can rapidly put 12 proven tools to work when their spaghetti hits the fan.

The centerpiece is Jeff’s Reputation Dissonance model, developed after more than seven years of research, design and testing in scores of crisis situations. The model makes a big promise: If brands can effectively perform five actions, in sequence, they can successfully navigate virtually any bad news break.

“In the food industry, Jeff Hahn writes, it's not a matter of if you will have a crisis, but when. Breaking Bad News presents useful models for crisis management as well as twelve tools you can use to respond to any crisis -- within two hours! This book is meant for food industry leaders, but would be helpful reading for anyone who is in any way responsible for responding to brand emergencies.”

— Daniel H. Pink, Author of WHEN and DRIVE

Listen to the Podcast

Apron Food & Beverage Communications’ podcast about recalls, withdrawals, safety alerts and how brands are treated in the swirl of today’s media.

Jeff Hahn

Jeff Hahn grew up on a farm in northeast Iowa in the midst of the late 1970s, early 1980s farm crisis. That era for his family started when a tornado destroyed their farm in 1975, an event that eventually nudged him off the farm. In exchange for a free haircut and bus ticket, he headed to San Antonio, Texas where he enlisted in the U.S. Air Force. Following four years of honorable service, he graduated from the University of Texas at San Antonio and after a short time at the Kennedy Space Center working for Lockheed Space Operations Company, he joined Motorola Semiconductor Products Sector in Austin, Texas where he spent 15 years learning the public relations and crisis communication craft.

Fast forward 15 more years and today, Jeff is the owner and principal of a family of integrated agency brands including Apron Food & Beverage Communications, Hahn Public Communications, the Predictive Media Network and White Lion Interactive. His team of 36 people serve an array of clients in the food and beverage space. He concentrates on reputation protection and restoration.

Jeff received his master’s degree in Communication Studies from Texas State University, has a bachelor’s degree in Political Science from the University of Texas at San Antonio, and an associate’s degree from the Community College of the Air Force. He lives in Austin, Texas with his wife Laurie. Their daughters Haleigh and Harper are free in the world creating wonderful crises of their own. The anthem that puts most of his younger years in perspective is John Mellencamp’s Rain on the Scarecrow but his favorite song is Staying Alive by the Bee Gees. His favorite movie? No surprise –– it’s Apocalypse Now.

Invite Jeff to Speak

Jeff regularly speaks about crisis communication, typically through keynote addresses and occasionally specialized workshops.

Speaking fees depend on audience, length of presentation, audio/video rights and travel complexity. The speaking fee is waived in exceptional circumstances. Normally, speaking fees are due five days prior to the event and are non-refundable.

Get in Touch

To contact Jeff with feedback, questions or to let him know about a bizarre case study he might analyze for the next edition of Breaking Bad News, send him a note. You are also welcome to let him know if you are interested in a consulting engagement using his firm’s Cassandra Calculator™, crisis plan development method, Predictive Interview™ training or having him facilitate a crisis simulation workshop.






This site is protected by reCAPTCHA. The Google Privacy Policy and Terms of Service apply.

Pre-order Breaking Bad News

Breaking Bad News is scheduled to publish in early 2020. By providing your email and postal mailing information, you'll be the first to know when the book is available for purchase. As a thank you and when he’s not inside of a Tick-Tock box, Jeff will be very happy to send you a signed bookplate.