Reputation repair doesn’t begin with press releases and interviews.
Meghan Tisinger is managing director at Leidar USA.
When a reputational crisis strikes — especially one unfolding in real time across social media — the damage can feel both immediate and irreversible. However, it’s what happens in the following days and weeks that truly reveals the character of a company or executive.
That’s the lesson companies are learning in the wake of the now-infamous Coldplay Kiss Cam crisis. A viral video of the CEO and head of HR from the tech firm Astronomer sharing an affectionate moment at a concert quickly spiraled into a firestorm about workplace ethics, favoritism and leadership credibility. The footage alone didn’t sink the company’s reputation. The real damage came from the silence that followed — the lack of acknowledgment, accountability and empathy during a moment when everyone was watching.
Don’t fight the tides of a shifting narrative
The first step in rebuilding a reputation is accepting that the narrative has shifted. Many organizations make the mistake of trying to control or erase the story, hoping the media cycle moves on — but you can’t undo the moment that sparked the crisis. What you can do is respond with clarity and humility and begin to tell a new story — one that demonstrates acceptance and growth rather than denial.
When a crisis centers on executive behavior, symbolic actions like suspensions or resignations alone will fail to change the hearts and minds of the public. Leadership changes must be paired with meaningful cultural shifts. In Astronomer’s case, placing the CEO on leave came only after the story had passed through multiple news cycles. Had the board acted swiftly, announced an independent investigation and communicated directly with employees, they might have preserved more trust and authority in the process.
A lack of formal response from Astronomer also allowed fabricated statements and AI deepfakes to circulate. With the internet waiting with bated breath, each falsification reignited interest and commentary. Perhaps most notably, a faux statement from the CEO himself went viral. In the falsified message, the speaker punted responsibility for the ordeal to Coldplay, claiming that “a private moment became public without [his] consent.” The result: a second deluge of criticism for avoiding accountability.
It’s what’s on the inside that counts
Reputation repair doesn’t begin with press releases and interviews. It begins inside the organization. Every company’s first audience is its employees, and they need to be addressed and reassured before turning to the media or the public. When internal trust fractures — or employees appear to turn on their organization — it validates the negative stories circulating publicly, making it even harder to rebuild external credibility. Hosting internal conversations, listening to staff feedback and clearly outlining how values will be upheld going forward are not optional — they’re foundational. Crises expose the culture that already exists. Recovery depends on what you’re willing to change.
Eventually, the company will move forward — but the timing and tone of that shift matter. Returning to business as usual too quickly can appear tone-deaf or dismissive. Rebuilding reputational equity means showing what accountability looks like, not just saying the right words. Highlighting new leadership, inviting employee voices into decision-making or working with third-party experts are all ways to demonstrate the work being done behind the scenes.
Finally, it’s important to remember that reputation is not restored overnight. It is rebuilt over time — through consistency, transparency and a willingness to evolve. The public will move on, but employees, customers and investors will continue watching. They’ll be looking for alignment between the company’s stated values and its everyday actions.
Astronomer didn’t fail because of a single video. It failed because its leadership wasn’t ready for the moment the video created. The trust that eroded wasn’t just about who was caught on camera — it was about how the company failed to respond with the empathy, urgency and clarity the situation demanded.
Crises don’t destroy reputations. Poor responses — and even poorer recoveries — do. Rebuilding requires courage, discipline and the humility to let your actions — not your PR strategy — speak first. The public spotlight, clicks and shares will eventually fade. What remains are the actions you took and how you delivered on your commitment to transparency, accountability and meaningful change. This is the foundation on which trust is rebuilt.
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