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.
Thoughts on customer service, communication and, of course, reputation management.