In an unusual and clever PR strategy, US tech firm Astronomer recently embraced the limelight stemming from a scandal that forced the resignation of its CEO Andy Byron and chief people officer Kristin Cabot. The company released a tongue-in-cheek promotional video featuring actress Gwyneth Paltrow as a "temporary spokesperson." Paltrow, who was previously married to Coldplay’s frontman Chris Martin, became the face of the company's PR effort—a move aimed at shifting public focus after Byron and Cabot were caught on camera sharing an intimate moment at a Coldplay concert.
The 60-second video, posted on Astronomer's social media, features Paltrow responding to the most common inquiries the company has received since the scandal broke. The first question, displayed as a caption, reads "OMG! What the actual f," to which Paltrow humorously affirms, "Yes, Astronomer is the best place to run Apache Airflow." She signs off with an acknowledgment of the increased interest in the company's services.
Jordan Greenaway, a PR expert with Profile, weighed in on the video, noting, “Everyone has heard about this scandal… but many may not know what Astronomer actually does.” He believes the video’s viral nature won’t negatively impact the company, remarking that leveraging humor in this context is a smart move instead of avoiding the conversation entirely.
He compared Astronomer's strategy to crisis communications used during historical scandals, suggesting that the company's response is fitting and maintains the integrity of its product. The humorous approach is deemed appropriate, given that the controversy centers on the former CEO rather than the company's actual services.
The incident has sparked a surge of interest in Astronomer, reportedly leading to a remarkable 15,000% increase in website visits post-scandal. The company, established in 2018, specializes in AI services and has worked with high-profile clients such as Apple and Uber. Following the scandal, Pete DeJoy, a co-founder, has stepped into the role of interim CEO and noted the attention has "surreal" effects on awareness of Astronomer.
Initially, the company responded to the emerging scandal with a commitment to uphold their values and an acknowledgment of a formal investigation. As the dust settles, industry experts believe that while Astronomer may navigate this PR challenge relatively unscathed, the public image of Andy Byron remains tarnished as a result of his actions captured on-camera.
