There's nothing like a controversy to put the reputation of a company, organisation or individual under the spotlight.
Handled incorrectly, virtually any issue can divide opinion, with some - see the list below - taking up permanent residence in news headlines across the globe.
Whether you're in the 'pro' or 'anti' camp, the main challenge is dealing with having less control of the narrative. No longer is it the case that corporations or grassroots organisations - no matter well-funded or well organized - can maintain a vice-like grip on the moral high ground or, perhaps more importantly, the hearts and minds of the masses.
The speed and dominance of social media means that the normal channels through which a case or cause would be promoted, have been rendered 'second rate'. How many times have you seen a TV report of a story that had been trending on Twitter for several days?
The rapid and significant change in how information is consumed also brought a new reality: ordinary people are now active contributors and a vocal and vibrant part of a story, whether or not they are personally involved.
Also in the mix are organisations like Change.org and 38degrees through which individuals from anywhere in the world, plus a few not-for-profits are able to breathe life into issues through petitions and sponsored campaigns.
Their increasing popularity means that the potential for more (and bigger) controversies is here right now.
One of the most popular (dare I say 'overused') phrases in the reputation management 'industry' is that 'perception is everything'.
Whether you are an angel - or devil - in disguise, is basically irrelevant. Your reputation is based on how others see you.
Outside observed actions, there is arguably no other area in our personal and professional lives in which we are judged more instantaneously than on our personal appearance.
In a perfect world, what we look like shouldn't really matter, but the world - and the humans who inhabit it - is far from perfect.
We are all prone, to a greater or lesser extent, towards thinking or acting towards others based on inbuilt biases, learned or cultivated perceptions. Context, exposure and familiarity are other factors which also play a role.
It doesn't help that the media still seems to have a powerful influence on what people should look like, what they should wear, what (and how much) they should eat, drink, where they should live and so on.
The measure of beauty as promoted in the pages of glossy magazines, on television or on the countless numbers of fashion-based websites, has very little to do with real values.
Despite being acknowledged by many as a world of smoke, mirrors and artifice, an increasing number of women and men - nearly 15 million according to an article in the Guardian - are rushing to nip, tuck, lift and shave themselves into looking younger, fitter and more beautiful.
However, not everyone who opts for cosmetic surgery is doing it for vanity. Going under the knife can potentially save your job or lead to a promotion at work, according to research.
Your reputation may well be enhanced by a smooth, unlined face and trim physique, courtesy of botox (injections of botulinum) toxin) or lipoplasty (fat removal surgery.)
Today's infographic is from Facial Surgery Toronto.
Thoughts on customer service, communication and, of course, reputation management.