Riding the wave: what Astronomer’s PR comeback teaches us about crisis communications

After days of frenzy surrounding Astronomer’s CEO and Head of HR—complete with expert crisis analyses, media reports, memes, and even fake statements—the startup is finally fighting back. And it’s doing so with a bold, humour-driven PR move: riding the wave instead of resisting it.

The company brought in Gwyneth Paltrow (check the video here if you haven't yet) as a temporary spokesperson, cleverly leaning into the public frenzy. Instead of addressing the controversy head-on, Gwyneth dodges generic questions and redirects the conversation to Astronomer’s products. Her tone? Light, self-deprecating, and a little cheeky.

Why It works (and why yt’s not enough)

Humour, when used right, can be a powerful reputation-recovery tool. By laughing with the audience instead of fighting against it, Astronomer softened some of the tension and showed self-awareness. It also shifted the conversation from “scandal” to “brand”—at least for a moment.

But let’s be clear: a single viral video won’t fix deeper reputation damage. Real crisis recovery depends on what happens next:

• Strengthening internal communications and rebuilding employee trust

• Reviewing policies and codes of conduct to address the root causes of the crisis

• Reworking external messaging to show transparency and accountability

• Building (and maintaining) a solid crisis communications plan

Without these steps, any PR stunt—no matter how clever—risks being seen as a distraction rather than a genuine attempt to rebuild trust.

Why startups are especially vulnerable

As crisis communications specialists, we see this pattern often, especially with startups. Founders are focused on growth, KPIs, fundraising, and creating a fun, fast-moving work culture. Crisis planning? It feels unnecessary—until something goes wrong.

But ignoring the cracks doesn’t make them disappear. Startups move fast, which means problems can escalate just as quickly. Without a clear plan, leadership risks losing control of the narrative, and in today’s hyperconnected world, that can be fatal for a young brand.

What we can learn from Astronomer

Astronomer’s move was bold—and it worked in the short term because it acknowledged the public conversation instead of ignoring it. But long-term reputation management isn’t about clever videos. It’s about preparation, transparency, and a proactive approach to issues before they go public.

At TreeHouse Communications, we work with our clients to protect their reputation—whether that means crafting crisis communications plans, advising against chasing vanity awards, or jumping in with damage-control tactics when things go wrong. Most importantly, we work shoulder to shoulder with leadership teams to build strong foundations that keep brands resilient when it matters most.

We hope other companies take note and start bringing communications specialists to the table before something goes wrong. Good comms is as essential to keeping a company together as any team-building perk—yes, even those Coldplay concert tickets.