Astronomer has named co-founder Pete DeJoy as its new CEO following the resignation of Andy Byron. In a statement posted to LinkedIn on his first official day in the role, DeJoy talked of never shying away from challenges, described the weekend’s events as strange and surreal and said that though he never would ‘have wished for it to happen like this, Astronomer is now a household name.’
Though the sentiment of his statement might be true, DeJoy’s words, alongside anything officially communicated by Astronomer and anything it may achieve in future, will never reach the same number of households as the actions of his co-founder and chief people officer. Richard Merrin, CEO at Spreckley Partners and crisis communications expert, argues that while being a household name does have its advantages, it’s always better earnt on the value of your services or risks becoming a distraction.
“There’s a common myth in comms that ‘all press is good press,’ but here is just another example of why that doesn’t always ring true,” says Merrin. “When an organisation becomes the centre of a narrative rooted in scandal, the conversation shifts away from its offering and the hard work of its employees and towards damage control and questions over the morality of those at the helm.
“Public trust is incredibly hard to earn and easy to lose, while customer trust is even more hard to come by. To be a household name won’t necessarily always add value in sales, and in this case acts purely as reputational distraction.
“The general public, with no interest in acquiring your services or even understanding what they are, may only ever remember Astronomer as the company with the CEO caught out by a kiss cam. Many of them will never see Astronomer’s products ‘unlock insights’ or ‘unleash AI value’.
“In crisis, clarity is vital. Keep your statements concise because when the world is watching, everything you say is under scrutiny. While it can be tempting for your new CEO to pour his heart out on LinkedIn, early statements are best posted to your website and official channels, rather than personal profiles.
“Though it’s been stated that an investigation has been launched, be clear on timelines and when to expect updates. And while the internet runs rabid with speculation, creating fake statements and concocting its own tales of fancy, avoid adding fuel to the fire. Be clear on what information is true and what isn’t to protect your company and any other employees that the internet might have dragged into the scandal.
“Luckily the internet’s memory is short, with viral moments exiting the conversation as fast as they entered it. Your long-held customers and any potential new clients expect action, clarity and reassurance, remaining uninterested as to whether or not Astronomer is now a household name.”