By Maria Georgiou, PR Executive

When a company makes headlines for the wrong reasons, its response can define its reputation for years to come. Astronomer found itself in that position recently, when a video of its CEO embracing the company’s HR lead romantically at a Coldplay concert went viral. The internet did what it does “best”: it exploded. Speculation, backlash, and global media coverage followed swiftly.

What unfolded next was a real-time case study in crisis communication, one that demonstrates the value of acting quickly, staying grounded in company values, and knowing when it’s time to shift the narrative forward.

So how did Astronomer respond? And what can other brands learn from the way they handled it?

Let’s break it down.

What Astronomer Got Right

• They acted quickly and made decisions: Astronomer wasted no time. Within days, the CEO was placed on leave and a co-founder stepped in as interim CEO. That kind of speed matters; it shows the company is in control of its own narrative and not being dragged behind it.
• They anchored their messaging in values: From their first public statement, Astronomer made it clear: this wasn’t just a PR issue, it was about leadership and accountability. They didn’t overexplain or get emotional, but they also didn’t shy away from stating the obvious. “That standard was not met.” Simple. Firm. Clear.
• They corrected misinformation calmly: With a story like this, the rumour mill spins fast. Astronomer responded with facts, not fire. They clarified that no other employees were involved, and that the CEO hadn’t made a statement, despite reports suggesting otherwise. This kind of measured tone helps keep things grounded when emotions are running high.
• They reminded people what they’re here to do: Even in the thick of it, Astronomer brought the focus back to the work: supporting over 700 enterprises with mission-critical data solutions. It was a smart move. While the headlines may have shifted overnight, their value to customers hasn’t.

What Comes Next (and what we’d recommend)

Astronomer has handled the initial wave of the crisis well. But as with any reputational issue, what comes after matters just as much as what happens during. 

Here’s where we think the focus should be now:

• Shift the story forward: With the resignation confirmed, Astronomer has the opportunity to reframe the narrative from “what happened” to “where we’re going.” A short interview or Q&A with the interim CEO or a board member, ideally on a trusted tech platform, could help reset the public conversation and project confidence in the company’s future.
• Rebuild internal trust: External statements are essential, but internal ones are just as crucial. Employees are living through this too. Now’s the time for leadership to reconnect with teams, listen, and reaffirm what kind of culture the company stands for moving forward.
• Refocus on momentum: This is also an opportunity to remind people why the company exists in the first place. Whether it’s product updates, customer milestones, or thought leadership in the AI and data space, positive, forward-facing content will go a long way in restoring confidence.

Final Thoughts

Astronomer didn’t shy away from the situation, and that deserves recognition. They responded with speed, clarity, and accountability. That said, the best crisis comms strategies don’t just protect a reputation; they also provide a platform to evolve and even elevate it. This incident can become more than a challenge for Astronomer. It can be a turning point. The question now is: how will they write their next chapter?

At Purpose Communications, we help brands prepare for, navigate, and grow through moments just like this. Because when it comes to reputation, it’s not just about managing the message. It’s about leading with purpose.

So, if your brand is facing a moment that matters or wants to prepare for it, let’s talk.