Astronomer’s ‘clever’ PR move embracing CEO scandal

The American technology firm whose CEO and officer of the chief resigned after being caught by kissing during a COLDPLAY concert published an ironic promotional video featuring Gwyneth Paltrow as “temporary spokesperson”.

In the 60 -second clip published on the X Astronomer account, Hollywood Star Paltrow – who was married to the singer of Coldplay, Chris Martin, for more than 10 years – says that she wants to answer “to” the most common questions that the company has recently been asked.

The first of these questions, appearing in the form of legends on the screen, reads “OMG! What is the F”, to which Paltrow answers: “Yes, the astronomer is the best place to execute Apache Airflow”, it ends the answer by affirming that the company is “delighted that many people have a” new interest in the automation of workflow “.

When a follow -up question requires how the company’s social media team “holds” after the clip has become viral, Paltrow says that spaces are always available for an upcoming conference.

Paltrow signs the clip, which has been seen more than 27 million times by thanking viewers for their “interest in the astronomer”, saying that the company will now return “to what it does best”.

“It’s a really intelligent video,” said Jordan Greenaway, CEO of the Profile Public Relations Company.

“Everyone has heard of this scandal, everyone saw the video. But if you had descended the street and asked someone who was the CEO of the astronomer, they would say” the guy of the Coldplay video “, but if you then asked” what the astronomer does or will probably sell, he would probably say “it is a kind of technological society”. “”

Greenaway says that viral video will probably not have too much negative impact on the astronomer in the future, because the viral scandal “does not strike at the heart of the quality of their product”.

He says that the company’s objective was to educate the brand among the mass public, so the company is not only known for the scandal.

“I know there are RPs which it is by default to look at humor to fill the scandal and overcome the bump.”

“In most cases, this does not work.

“But that’s what the astronomer tries to do in this case,” he said. “Rather than getting around, they jump with both feet. It is often a good strategy when a crisis is so large and well known that you cannot easily dodge it.”

Greenaway compares it to the 2013 horse meat scandal, when rider meat was discovered in beef products across Europe, and said “it would not have been fair to dress in humor by pretending to be a horse, for example, and giving an answer”.

“It could lead your customers to say” it is something that attacked the quality of your product, and you shed light. “

The nature of this scandal gives the astronomer the flexibility to approach his answer with a little more humor because the company sells a data service, continues Greenaway.

“They do not make fun of the quality of their product, they make fun of their CEO, who has now resigned.”

But Greenaway says that if the astronomer can get out of this relatively unscathed, this is not the case for Andy Byron.

“He and his reputation are a different question,” he said.

“If Andy Byron had shed light, it would have been very unfair and very contrary to ethics, because he was the one who undertakes in bad behavior.”

Byron was CEO of the astronomer for two years when he and Kristin Cabot were taken on the giant screen of the Gillette stadium in Foxborough, Massachusetts on July 16.

Greenaway says he would have taken “overall the same strategy”, that the astronomer had he was involved in a situation like this.

“I would have got rid of the CEO earlier. If possible, I would have liked this type of leadership ethics in astronomer to be unacceptable.

“But in terms of returning from the discussion to the company, and what it does, I don’t think it’s a bad way to proceed.

“I don’t know if I would have had the courage to do what they do, but I hope I would have.”

The interest in the astronomer, who describes himself as “the best place to execute Apache Airflow” – a product not developed by the astronomer – has increased enormously because the clip of his former CEO has become viral, certain unaccounted reports suggesting an increase of 15,000% in visits to the company’s website.

The company was founded in 2018 and provides services to companies who wish to take advantage of artificial intelligence (AI).

Astronomer says he worked with Apple, Ford and Uber, reports the Wall Street Journal.

Pete Dejoy, co-founder and product manager, was appointed interim CEO of the company, and can at least see positive attention to all the attention of his business.

“The spotlights were unusual and surreal for our team and, although I would never have wanted this to happen like that, the astronomer is now a familiar name,” he wrote on Linkedin.

The only previous statement that the company had made was on X, two days after the Coldplay concert.

“The astronomer is attached to the values and the culture that have guided us since our foundation. Our leaders should establish the standard in conduct and responsibility,” he said, while announcing that an official survey had been launched.

Seeing the moment when Byron and Cabot hid on the camera of his position on stage, Chris Martin de Coldplay said: “Either they have an affair, or they are simply very shy.”

And if you are wondering what type of impact of public relations it had on the famous ex-husband of Paltrow and his group, Greenaway thinks that it is neutral.

“I don’t think that increases their conscience … The audience as a whole has one thing in their heads, and it’s the video of the Kiss camera. It drowns all other things.”