Crisis Communications Playbook Application
Case Study: Astronomer "Kiss Cam" Crisis
The Situation
What Happened: CEO Andy Byron and Chief People Officer Kristin Cabot were caught on a Coldplay concert "kiss cam," sparking viral speculation about an affair. Both executives subsequently resigned.
Crisis Category: Reputation Challenge + Organizational Misconduct
Step 1: Scenario Mapping ✅
This situation fits exactly into our prepared scenarios:
Reputation Challenges: Social media backlash from stakeholders
Organizational Misconduct: Leadership behavior creating stakeholder concerns
Lesson: Astronomer should have had this scenario mapped and prepared for.
Step 2: Crisis Team Response ❌
What Actually Happened:
No clear spokesperson identified
Multiple disconnected statements
CEO became part of the problem, not the solution
No coordinated response strategy
What Should Have Happened (Using Our Playbook):
Crisis Communications Team Roles:
CEO/Founder (Andy Byron)
❌ REMOVE from communication role (he's part of the crisis)
✅ Board Chair takes CEO communication role
✅ Focuses on internal transition planning
Crisis Press Manager
✅ Single spokesperson for all media
✅ Controls all messaging
✅ Handles the "personal matter" angle professionally
Social Media Manager
✅ Monitors viral spread and sentiment
✅ Responds to social media inquiries with prepared statements
Business Continuity Officer
✅ Coordinates leadership transition
✅ Ensures business operations continue normally
Step 3: Response Process Analysis
What Astronomer Actually Did:
Timeline:
July 16: Kiss cam incident
July 18: Investigation announced
July 19: CEO resignation announced
July 25: HR executive resignation announced
Applying Our 5-Step Process:
Step 1: Prepare the Statement ⚠️
They had no pre-written template for this scenario
Delayed response allowed speculation to grow
Multiple different statements instead of one cohesive response
Step 2: Double-Check Everything ❌
Statements lacked empathy
Didn't address stakeholder concerns directly
Created more questions than answers
Step 3: Choose Your Channel ⚠️
Used LinkedIn (appropriate for B2B company)
But should have been faster to control narrative
Step 4: Redirect Follow-ups ❌
No consistent follow-up strategy
Allowed story to continue evolving
Multiple resignations extended crisis timeline
Step 5: Monitor and Report ❌
No evidence of systematic monitoring
Crisis kept escalating instead of resolving
Recommended Response Using Our Playbook
Immediate Response (Within 2 Hours):
STATEMENT 1: Acknowledge and Redirect
"We are aware of social media speculation regarding two of our executives.
We take all matters involving leadership conduct seriously. We are reviewing
the situation and will communicate any necessary actions transparently.
Our focus remains on serving our customers and maintaining the high
standards our stakeholders expect."
Follow-up Response (Within 24 Hours):
STATEMENT 2: Resolution and Moving Forward
"Following our review of recent events, we have accepted the resignations
of CEO Andy Byron and Chief People Officer Kristin Cabot. While we respect
their privacy regarding personal matters, we hold our leadership to the
highest standards of professional conduct.
Our Co-founder Pete DeJoy will serve as interim CEO as we conduct a
comprehensive search for permanent leadership. Our commitment to our
customers, employees, and stakeholders remains unchanged."
Key Messages Used:
✅ "High standards of professional conduct"
✅ "Transparent communication with stakeholders"
✅ "Continuity of service to customers"
✅ "Respect for privacy while maintaining accountability"
What They Did Right ✅
Took definitive action (resignations)
Had interim leadership ready (Pete DeJoy)
Used appropriate channel (LinkedIn for B2B audience)
Maintained business operations
What They Could Have Done Better ❌
Faster initial response (within hours, not days)
Single coordinated statement instead of multiple announcements
Pre-planned scenario preparation for leadership misconduct
Better crisis team structure with designated spokesperson
Consistent follow-up strategy to end speculation
Results Analysis
Actual Outcome:
❌ Extended negative media coverage (9+ days)
❌ Ongoing speculation and commentary
❌ Two executive departures
❌ Disrupted business operations
❌ Reputation damage in tech industry
Potential Outcome with Our Playbook:
✅ Controlled 48-72 hour news cycle
✅ Faster resolution and closure
✅ Protected company reputation
✅ Demonstrated strong governance
✅ Minimized stakeholder impact
Key Lessons for Your Crisis Plan
1. Pre-Plan Leadership Crisis Scenarios
Your crisis scenarios MUST include:
Executive misconduct or inappropriate behavior
Leadership becoming part of the crisis (not the solution)
Social media viral moments involving leadership
2. Succession Communication Strategy
Have ready-to-deploy statements for:
Temporary leadership changes
Executive departures
Governance and accountability measures
3. Speed Beats Perfection
Astronomer's delay allowed speculation to grow
Better to have a good statement in 2 hours than a perfect statement in 2 days
Silence creates information vacuum that others fill
4. Personal vs. Professional Boundaries
Your key messages should include:
"We respect privacy regarding personal matters"
"Our professional standards remain non-negotiable"
"Leadership accountability is fundamental to our values"
Template for Leadership Crisis
Based on this case study, add this template to your crisis plan:
Leadership Misconduct Response Template:
"We are aware of [situation involving leadership]. We take all matters
involving leadership conduct seriously and are reviewing the situation
immediately.
While we respect individual privacy, we hold our leaders to the highest
standards of professional conduct and accountability. We will communicate
any necessary actions transparently and in accordance with our company values.
Our commitment to our customers, employees, and stakeholders remains
unchanged, and business operations continue normally under our established
leadership structure."
Bottom Line
The Astronomer crisis demonstrates exactly why you need a crisis communications playbook. They had the right instincts (investigation, resignations, interim leadership) but wrong execution (timing, messaging, coordination).
With our playbook, this crisis could have been contained in 48-72 hours instead of becoming a week-long reputation challenge.
Your playbook isn't just theory – it's your shield against exactly this type of situation. 🛡️
