How Astronomer flipped crisis comms on its head.
Erica Williams is founder of BoldVision PR.
We’ve all heard about the Astronomer scandal at this point. Many of us watched in amazement as they transformed backlash into PR gold.
Whether we find their power move brilliant or not, we can’t ignore their impact on the upcoming evolution of our industry. Astronomer’s success in turning scandal into cultural capital isn’t a one-off win — it is a promise of more to come.
Typically, a scandal is the worst thing that can happen to an organization. The public humiliation and backlash are often enough to ruin trust and reputations.
However, brands are shifting from apology-driven tactics to scandal-savvy strategies, treating crisis as entertainment and leaning into the drama people crave.
This new PR wave is unlike what we have seen before, where a brand can not only rebound from controversy but also leverage it as a win. New crisis strategies will blend transparency with redirection tactics that stick.
Astronomer responded with actress Gwyneth Paltrow as its “temporary spokesperson,” delivering a satirical, deadpan message that purported to answer tough questions by spotlighting what the company actually does.
Paltrow’s appearance didn’t just leverage star power and join the moment — it elevated how we perceive the role of the spokesperson. Spokespeople are often the face or advocate of a brand. They speak on a company’s behalf and set the record straight when a crisis arises. However, Gwyneth Paltrow’s inclusion demonstrated that shifting the narrative doesn’t have to be cut-and-dried; it can be bold and unapologetic.
This tongue-in-cheek approach is urging brands to position scandals as a reach opportunity — to view backlash as a means of building credibility and trust while they have everyone’s attention. It also shows that audiences prefer reality over optics.
Star power is no longer enough on its own. We must ensure that our clients’ messaging and spokespeople have an aligned backstory that audiences can get behind or at least find entertaining. The integration of entertainment value in a high-visibility scandal is not a one-off moment — it’s something to add to your mental Rolodex.
Navigating this next wave of crisis comms may feel jolting, but it’s doable with the right strategies in place.
The first step is to know whether leveraging controversy will work for your clients. Controversy is a hit-or-miss tactic. It could work, or it could damage brand trust and reputation in seconds. The key is knowing how audiences already perceive your client’s brand as well as audience sentiments surrounding particular subjects.
For example, American Eagle has faced backlash for its Sydney Sweeney campaign, which many have found offensive. This demonstrates that controversy will not work for a brand that is perceived as tone-deaf or insensitive. Controversy must be leveraged in a way that reflects the interests and values of our culture. Without them, our efforts are fruitless.
The second step is influencer alignment. Gwyneth Paltrow’s past as Chris Martin’s ex was gold, not solely for her influence but because of the context. Tapping Paltrow felt like an unexpected but natural choice. She had a connection to the situation, and Astronomer knew that her presence would boost attention with the right amount of shock value.
As PR pros, we must home in on brand fit now more than ever. We can’t rely on star power or influencers alone to fuel our impact — presence must be tied to what will both entertain and drive value.
The third step is not being stuck in the scandal. Eventually, you’ll want to shift yours as well as the audience’s focus back to your client’s business value. You can optimize the backlash, but keep in mind that it’s not about getting attention; it’s about whether you can sustain it long term. Your crisis strategy is only as great as its ability to keep the train rolling after the scandal.
The fourth and final step is to use authenticity as brand equity. In this new crisis comms era, authenticity is no longer a buzzword or something brands need more of.
It’s a bargaining tool, using authenticity and accessibility as cultural capital. Many social media users are considering Astronomer’s comeback a PR case study that will be mentioned in schools for years to come. In a week, Astronomer turned a spectacle into PR gold, transforming how we determine what makes a great PR response.
In truth, controversy can’t be optimized by every organization, but when it works, it can turn a startup into a legendary story of triumph and resilience.
Tomorrow’s crisis comms teams won’t just respond — they’ll dominate. By amplifying public interest through strategic brand alignment, deliberate messaging and undeniable flair, they’ll not only seize the narrative but redefine public perception in real time.
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