Reputation Crises and Purpose’s Importance Mark an Uncertain 2022

Webster’s New World Dictionary defines the word ‘normal’ as: “Conforming with or constituting an accepted standard or norm. Naturally occurring.”

Regardless of how one defines normal, the fine folks who make dictionaries should consider dropping the word entirely (but that’s not one of my predictions).

In fact, whether one chooses the descriptor new normal or next normal to discuss today’s reality, one suggestion is that we opt instead for the word uncertainty.

As initial news of Omicron emerges during these final weeks of the year, it appears that what happens in 2022 seems anything but a sure bet. Perhaps the only ironclad prediction one feels completely comfortable making at this time is ever more uncertainty for the New Year and beyond.
Unexpected Reputation Crises Loom
As a result, I believe we’ll see more corporations pay close attention to new, and completely unexpected, reputation crises that will threaten ALL of their efforts to date in building a solid image and reputation.

Nothing will be more important for organizations in 2022 and beyond than continually stress-testing their responses to a host of completely new and unexpected reputation crises.

Whether it is sex-, race- or gender-related, aggressive behavior toward others or a completely inappropriate comment on social media, companies must anticipate their actions and reactions to a misstep now, and not after, the self-inflicted wound has occurred.
Every member of the C-Suite should participate fully in reputation crisis simulations. Too much is at stake to ignore uncertainty and the reputation minefield that lies in the immediate path of every corporation.


Access to all Crisis Insider articles, quarterly reports and valuable blueprints for crisis management.


Per Month Lowest Price


Best Value!

Unlimited access to all Premium and Crisis Insider articles and monthly reports.

First Year Offer


Per Month


Unlimited access to all Premium digital intelligence, 10-year web archive and monthly reports.

Save $140 With Annual Subscription


Per Month