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The tech company Astronomer has been embroiled in a public relations crisis following a viral video from a Coldplay concert.

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The footage was soon uploaded to social media, and not long after, amateur sleuths identified the couple as Andy Byron, CEO of software company Astronomer, and Kristin Cabot, the company’s head of HR.

PR is summoned like the fire service, expected to swoop in and heroically put out the flames of disreputation with expertise, strategy, and a good dose of spin, if needed.