When footage of Astronomer’s CEO and chief people officer at a Coldplay concert went viral last summer, it quickly spiralled from a lighthearted clip right into a reputational crisis. In hours, global headlines framed the incident as a test of leadership and accountability. Astronomer’s communications team eventually defused the situation with a fast, transparent response, however the episode left a lesson for brands in every single place: in today’s media climate, silence creates more risk than clarity, and it might probably undermine trust.
MikeWorldWide’s (MWW) latest research backs this up. The firm found that 40% of communications professionals feel pressured to stay silent in moments that demand a response. To understand why transparency is becoming non-negotiable, Marketing Tech News spoke with Sarah Moloney, UK Managing Director at MWW.
Speed, clarity, and brand trust within the Astronomer case
The Astronomer incident highlighted how quickly reputational risks can spiral. “The Astronomer case illustrates the speed with which reputational risks escalate in today’s always-on environment,” Moloney said. What began as “a funny moment at a concert quickly became a world headline, amplified by social platforms and the expectation of fast response.” For brands, quick responses aren’t nearly damage control – they’re about showing audiences they may be trusted to act with transparency.
According to MWW’s research, 93% of communications professionals say they face challenges that carry reputational risks, with nearly a 3rd citing misinformation and disinformation as top concerns. In that context, Astronomer’s selection to respond with a witty, socially attuned video resonated since it matched the expectations of its online audience.
Moloney explained that silence or hesitation leaves a vacuum for others to fill, normally to the brand’s drawback. She said: “Boldness and transparency aren’t any longer optional but a strategic imperative. The Astronomer case is an example of how crises will move faster than internal bureaucracy, and as such, brands should be prepared to meet the moment with intent, clarity and courage.”
Why silence damages brands and erodes trust
So why achieve this many professionals still default to silence? Moloney pointed to a growing culture of risk avoidance. “The trend of staying silent reflects a risk-averse culture shaped by fear of missteps and ‘cancel culture’,” she said. Leaders are wary of backlash, especially around topics like ESG, politics, or cultural issues. Legal reviews and long compliance processes only add to the delays.
But silence isn’t neutral. “In a fragmented and fast-moving media environment, absence can quickly be interpreted as indifference or complicity,” Moloney explained. When cultural moments demand visibility – whether in support of employees, acknowledgement of audience concerns, or clarification of name values – failure to engage can erode trust.
Stakeholders expect not perfect answers but accountability and humanity. “Risk-averse silence, while protected within the short term, leaves space open for competitors and critics,” she said. “Comparatively, measured, value-driven communication can strengthen resilience.”
How brands build trust through transparency
Moloney stressed that transparency must move beyond polished statements. “Our research shows that over half of pros define transparency as rooted in ‘clear values, mission and purpose’,” she said. That means explaining decisions, acknowledging mistakes early, and ensuring consistency in every channel.
She gave the instance of artificial intelligence. “We found that 70% of pros say that AI-generated content feels ‘more consistent but less human’, yet only 25% associate disclosing AI use with transparency. Closing that gap requires proactive disclosure, reasonably than waiting until criticism forces the difficulty.”
Transparency also relies on timeliness. “Brands can not hide behind lengthy approval cycles when misinformation spreads in minutes,” she said. Instead, they need to share what they know, admit what they don’t, and commit to updating stakeholders as situations unfold. Pairing this with empathy and alignment between internal and external messaging ensures employees act as credible ambassadors.
Ultimately, transparency is the muse on which trust between brands and their stakeholders is built.
Breaking down internal barriers
MWW’s research showed that 84% of brands cite internal barriers to quick responses. Moloney identified three important culprits: lack of resources, leadership indecision, and compliance bottlenecks. “The delays, while often designed to manage risk, often find yourself compounding it by leaving brands silent during vital moments,” she said.
Leaders may help by decentralising approvals, streamlining compliance, and offering training so teams feel confident under pressure. “Better resource allocation is an equally vital top-down motion,” she added, pointing to data that shows 36% of pros see resource gaps as their biggest obstacle.
For Moloney, leadership’s role is to create the conditions for decisive motion: “Brands that want to keep pace must see boldness as a strategic imperative, not a reputational gamble.”
Supporting leaders under pressure
With 91% of pros flagging leadership indecision as a serious communication risk, Moloney sees PR teams as essential in guiding executives. “PR teams have a significant role in strengthening leadership responses to reputational risk,” she said.
The first step is reframing daring communication. “Where many executives see daring communications as exposure, communications professionals can reveal that consistency in communications builds resilience, reducing long-term vulnerability.”
Preparation is essential – data-driven insights, from predictive analytics to cultural trend monitoring, can show that responses are informed, not reactive. Moloney also stressed the worth of rehearsal: “Controlled rehearsal environments, like crisis simulations, allow leaders to experience the pace and intensity of reputational threats before they unfold, constructing each confidence and muscle memory.”
Adapting playbooks for external risks
From geopolitical tension to disinformation campaigns, external risks can’t be eliminated – but they may be anticipated. “Brands must as an alternative plan for more unpredictable risks, which involve multiple, overlapping and constantly evolving pressures,” Moloney said.
Flexible, scenario-based playbooks may help. This should map possible flashpoints, provide value-led frameworks, and include protocols for rapid fact-checking and coordination. Beyond this, she highlighted the importance of resilience: “Investing in worker advocacy, cultivating trusted third-party voices, and maintaining consistent messaging in owned channels provides support when external pressures spike.”
Building trust and relevance for brands
Crisis response is barely half the challenge. Staying relevant in a social environment where conversations shift by the hour requires systems, not scrambles. “With 72% of pros finding audience fragmentation makes consistent messaging harder, maintaining relevance has change into a continuous capability,” Moloney said.
This requires data and agility. Real-time monitoring tools, cultural evaluation, and predictive modelling allow brands to anticipate reasonably than react. Adaptability in platforms ensures consistency without losing identity.
Innovation also matters, from exploring latest platforms to using creative technologies. But Moloney warned that this requires investment and leadership conviction: “52% of communications professionals cite budget constraints as a key obstacle to greater relevance and impact, underscoring the need for leadership to resource PR and marketing teams adequately.”
Ultimately, she said, “The brands that succeed shall be those who embed cultural agility into their day by day operations. By treating responsiveness as a system reasonably than a scramble, they shall be equipped not just for crises but for the on a regular basis conversations that shape repute.”
The bottom line
The Astronomer case can have began as a moment of levity, nevertheless it became a test of how brands respond when the highlight turns sharp. For Moloney, the lesson is evident: transparency, speed, and courage aren’t any longer optional. Silence might feel protected, but in the long term, it leaves brands exposed.
(Photo by Dave Lowe)
See also: Social media is the centre of each marketing strategy
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