Crisis and Issues Management in Higher Ed with Jeff Hunt, Founder of Legend Labs

Higher education is facing an unprecedented crisis landscape where digital speed, public scrutiny, and reputational fragility demand a radical shift in communication strategy. Jeff Hunt, founder of Legend Labs and a University of Texas professor, reveals that the old playbook for crisis management—slow, controlled, and institutional—is obsolete. In today’s hyper-connected world, the first 90 minutes of a crisis determine the outcome, and institutions that fail to act with authenticity, transparency, speed, agility, and creativity are already losing the narrative. Hunt’s work with universities like Penn State after the Jerry Sandusky scandal shows that crisis recovery isn’t just about damage control—it’s about rebuilding trust through deliberate, human-centered storytelling. He emphasizes that preparedness isn’t a one-time exercise but a cultural imperative: institutions must embed crisis readiness into their DNA through regular tabletops, AI-powered simulations, and 'horizons groups' that surface emerging risks before they explode. The most powerful insight? Leadership must think like a parent, not a bureaucrat—asking, 'Would I want to hear from this leader if my child were affected?' This emotional lens, Hunt argues, cuts through institutional inertia and drives meaningful action. The episode underscores that crisis communication is no longer a PR function—it’s a leadership competency.