What SMEs Can Learn from a Kiss Cam Crisis
- Evadney Campbell MBE
- Jul 30
- 6 min read
Updated: Aug 2
The role of Public Relations (PR) has really changed over the years.
Once upon a time PR was something most small businesses thought was the domain of big corporates and global brands with a large budget. For most SMEs, PR was seen as a “nice to have” for later down the line, when they’ve ‘made it’. But I’m sure all of us as entrepreneurs, now recognise, times have changed and as we’ve always said, PR should be an integrated part of your marketing plan. This is an activity which should be included into your business plan from the outset.
Last week, one U.S. tech company gave us all a lesson in why PR is no longer optional. That company is a little-known data tech company called Astronomer. I would argue, they treated us to a masterclass in reactive PR, especially in a digital-first world where one single moment, bad comment or as in Astronomer’s case, an accident, can flip your brand from anonymous to infamous overnight.
Wait, who’s Astronomer and what happened?
If you’ve been on a digital detox or hiding under a rock or living on a desert island (which, to be fair, sounds quite peaceful), here’s a quick catch-up.
Astronomer is a US tech company that found itself at the centre of a social media storm. Not because of its product, but because its CEO and the company’s Head of HR were caught on a kiss cam at a Coldplay concert.
OK, so what’s wrong with that you may ask?
Well, the woman was not his wife and you guessed it, the video of the loved-up couple was shared on social media and it went viral. The internet did what it does best, speculate wildly and pass judgement with lightning speed.
Now, I don’t know about you? If I wasn’t already convinced of the importance and value of PR, like many SMEs in this situation, I would panic!
Some would fail to do the very first thing any PR professional would have advised, which is to respond immediately.
Sadly, some would say nothing, bury their head in the sand, hoping it would all blow over. Others might release a stiff, corporate-sounding statement that says very little and feels even less. But Astronomer? They did something else entirely. They leaned right in.
A Masterclass in Modern PR
The company responded, not with panic, but with humour, creativity and speed.
They hired none other than Gwyneth Paltrow. Yes, Oscar winner and wellness queen and coincidentally, Coldplay frontman Chris Martin’s ex-wife (I’m sure that played no part in her choice, as their temporary spokesperson). You couldn’t make it up. It was weird, bold and nothing short of genius!
Instead of becoming the punchline, they controlled the narrative.
They poked fun at themselves. They engaged with the online chatter. They used the moment to raise awareness of their business and even explained what they do (a notoriously hard thing for many tech firms, let’s be honest).
Just like that, what could’ve been a reputational crisis became a brand-building moment.
What as SMEs you can learn from this?
Now, you might be thinking, that’s great, here we go again, a company with money and influence. “What’s this got to do with me?”
Everything.
The main thing I want you to take from this is how Astronomer survived what could have been a PR disaster. They turned a crisis into a marketing opportunity. Fret not, while you might not have any celebrities like Gwyneth Paltrow on speed dial, there are key lessons here that every small business should take seriously.
PR Is Not a Luxury. It’s a Business Essential.
If your business has a presence online (which in today’s world you should), you’re already in the public eye. That means you need to be ready to respond, shape and control the narrative and build trust, whether you’re a one-man band or a 500-strong company.
If you took my earlier advice and invested in PR from the start hopefully, you already have systems in place, have built strong relationships both with the media as well as the public and a have strategy ready to go, before the preverbal hits the fan. Don’t be like too many SMEs who wait until there’s a problem to think about PR. If that’s you, it’s already too late!
Move Fast, or Risk Losing the Narrative
The internet moves at warp speed. Astronomer didn’t wait weeks to craft the “perfect” response, they reacted with speed. That gave them control and enabled them to shape the narrative. They steered the conversation in the direction they wanted, rather than being dragged by it.
SMEs you must be agile. If something happens, good or bad, your response window is small. Silence is not an option; this could be interpreted as guilt or incompetence. Quick, clear and authentic communication is your best defence.
Don’t get bogged down in bureaucracy. Have a crisis comms plan (even a simple one-pager); assign a spokesperson (someone who will speak to the press) in advance and know what tone you want your brand to carry in the world.
Creativity Cuts Through the Noise
Hiring Gwyneth Paltrow was outrageous, but that’s why it worked.
It was not expected, but it was clever, relevant and humorous.
Don’t lose the fact that it was at a ‘Cold Play’ concert that the incident took place. Gwyneth Paltrow is not only a recognised celebrity in her own right, but she was also the wife of Cold Play’s lead singer! Winner all around for Astronomer.
SMEs often feel limited by their size or budget. But creativity doesn’t have to cost the earth. It just requires imagination.
You can:
Respond to customer complaints with wit.
Use trending moments to highlight your product. Capitalise on what’s current.
Flip a negative review into a shareable meme.
Turn behind-the-scenes blunders into endearing brand stories.
Don’t be afraid to show personality. People don’t connect with perfection - they connect with humans.
Humour Can Be your Superpower (If used wisely)
Astronomer’s tone wasn’t defensive or robotic, it was human. They used humour to defuse tension, but they didn’t ignore the situation either. That balance is tricky, but powerful. They used the opportunity to create brand awareness as well as to teach us about the company.
SMEs can take note. Humour builds relatability. It says, “We’re not hiding. We’re listening. We’re human, too.” Just be careful, it must be appropriate to the moment, your brand voice and the audience. Misjudged humour can backfire. But when it’s right, it builds trust faster than any press release ever could.
A Crisis Doesn’t Have to Kill Your Reputation, It Can Build It
Astronomer came out of this mess with, as I said above, greater brand awareness, more engagement and (perhaps surprisingly) more respect.
Why?
Because they didn’t run. They leant in, got smart and owned their story.
Most SMEs will face some kind of challenge at some point. A bad review, an unhappy customer, a delivery mess-up, an employee mistake. What matters is what is not happening, but how you respond.
Handled right, even awkward moments can show your values, integrity and originality.
So, What Can You Do Today?
If you’re running an SME and you want to be ready for whatever the world (or more likely what the internet) throws your way, here’s where to start:
Are you visible? What’s being said about you online? Google your business frequently
Have a written, known PR Plan. List who’s in charge? What are your steps? Who speaks for your business? (All of these will be detailed in your PR plan). Ensure all key personnel knows their role. Rehearse your plan from time to time.
Develop favourable relationships with the most appropriate media outlets and influencers. Even local contacts can be valuable allies in times of crisis.
Be intentional about how you want your business to sound. Professional? Quirky? Reassuring?
Every business has stories. Find them. Use them. Share them.
It doesn’t have to break the bank, but it does need investment. Whether that’s hiring a freelancer, training your team or using tools that help you monitor and respond make financial preparation for it.
What Did We Learn
Astronomer showed us that the game has changed. PR isn’t only about press releases and corporate-speak anymore. It’s about real-time relevance, creativity, and connection.
SMEs who understand that, and act on it will build not just brand awareness, but real resilience. In today’s world, it’s not about avoiding the kiss cam. It’s about knowing what to do when it finds you.
Evadney Campbell MBE is a former BBC Broadcast Journalist, the co-founder of a boutique Public Relations Company, Shiloh PR and award-winning author.
You can find her on all social media platforms @Evadney Campbell or visit: www.shilohpr.com
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