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Following Astronomer's viral scandal, our CEO, Jordan Greenaway, tells the BBC that the company's humorous PR response was a bold but effective way to control the narrative.
The story in brief:
Astronomer’s CEO Andy Byron and Chief People Officer Kristin Cabot were caught cheating on their respective partners on a kiss-cam at a Coldplay concert.
In a bold PR move, Astronomer released a humorous 60-second video featuring Gwyneth Paltrow, Coldplay frontman Chris Martin’s ex-wife, as a “temporary spokesperson”.
Our CEO, Jordan Greenaway, praised the video as “really clever” noting that it helped shift public focus from scandal to brand awareness.
Jordan explains that while humour can occasionally work in crisis comms, it should only be adopted as a strategy when the scandal doesn’t undermine a company's core business.