From WTF to WTAF: Navigating the New Normal

by Jonathan Bernstein

In the past year, it seems our entire nation has crossed the line from WTF to WTAF.

For the uninitiated, the “A” in WTAF stands for “Actual.” It’s a term that conveys a level of disbelief and astonishment beyond what you’d expect from just a plain old WTF. The emphasis on “actual” signals a seismic shift—from surprise to shock, from confusion to a full-blown sense of incredulity.

So, what does this escalation mean for crisis management in public relations?

It means that clients must brace themselves for stakeholders who will skip straight to WTAF-mode when confronted with perceived injustices or alleged wrongdoings that, in calmer times, might have merely raised an eyebrow. People’s thresholds for outrage have plummeted, and what once might have sparked a debate can now incite a brawl.

Why the sudden escalation?

In today’s world, it’s not just politics that ignite fierce reactions. It’s everything—belief systems, social issues, personal identities, and even mundane office disagreements. Topics that once simmered quietly now boil over instantly. Concerns that would have slowly escalated from curiosity to WTF now leap directly to WTAF, skipping all the stages in between.

The reasons behind this societal shift are best left to the experts. Sociologists, psychologists, and historians are likely drafting books with titles like “When America Lost Its Mind” or “The United States Is No Longer United.” It’s a complex, multifaceted phenomenon with roots in polarization, social media amplification, and a general erosion of trust.

What’s Next?

For those of us in crisis management, this means preparing clients for a reality where responses must be swift, strategic, and sensitive to the heightened emotional state of the public. It’s no longer enough to manage a crisis with a calm “we’re handling it” approach. Now, it’s about understanding the WTAF mindset and crafting messages that resonate on that same level of urgency and clarity.

Stay grounded, stay prepared, and may your WTAF moments be few and far between.

[Jonathan Bernstein is the founder and chairman of Bernstein Crisis Management]