【新闻摘要】
科技公司CEO在演唱会上"抱抱"被直播后，公司公关居然请来了前妻来代言！美国科技公司Astronomer的CEO因为在Coldplay演唱会上与人力资源总监的"亲密互动"被现场大屏幕直播而辞职，公司却脑洞大开请来Coldplay主唱前妻格温妮丝·帕特洛拍了个恶搞宣传片。这位奥斯卡影后在视频里一本正经地回应网友的"灵魂拷问"："OMG！这到底什么鬼？"——"没错，Astronomer确实是运行Apache Airflow的最佳平台！"公关专家直呼这波操作"太聪明"，既化解了危机又提升了品牌知名度。不过那位被拍到"社死现场"的前CEO就没这么幸运了，毕竟在职场伦理课上，这种"领导力示范"确实不太及格呢~
Astronomer's 'clever' PR move embracing CEO scandal - featuring Gwyneth Paltrow
Astronomer公司巧妙公关：邀格温妮丝·帕特洛化解CEO丑闻
The US tech firm whose CEO and chief people officer resigned after being caught on camera embracing at a Coldplay concert has released a tongue-in-cheek promotional video featuring Gwyneth Paltrow as a"temporary spokesperson".
美国科技公司Astronomer的CEO和人力资源总监在酷玩乐队演唱会上拥抱被拍后辞职，该公司近日发布恶搞宣传视频，邀请格温妮丝·帕特洛担任"临时发言人"。
In the 60-second clip posted on Astronomer's X account, Hollywood star Paltrow - who was married to Coldplay frontman Chris Martin for more than 10 years - says she wants to answer"the most" common questions the company has recently been asked.
在这段发布于X平台的60秒视频中，这位曾与酷玩乐队主唱克里斯·马汀有过十年婚姻的好莱坞明星表示，要回应公司近期被问到的"最热门"问题。
The first of these questions, appearing as captions on screen, reads"OMG! What the actual f", to which Paltrow responds:"Yes, Astronomer is the best place to run Apache Airflow", she ends the answer by claiming the company is"thrilled so many people have a"newfound interest in data workflow automation".
第一个出现在屏幕上的问题是"天啊！这到底什么鬼？"，帕特洛回答："没错，Astronomer确实是运行Apache Airflow的最佳平台"，并幽默表示公司"很高兴这么多人突然对数据工作流自动化产生了兴趣"。
When a follow up question asks how the company's social media team is"holding" after the clip went viral, Paltrow says spaces are still available for a forthcoming conference.
当被问及视频疯传后社交媒体团队如何"hold住"时，帕特洛顺势宣传起即将召开的会议还有空位。
Paltrow signs off the clip, which has been viewed over 27 million times by thanking viewers for their"interest in Astronomer", saying the company will now be returning"to what it does best".
这段观看量超2700万的视频最后，帕特洛感谢观众对Astronomer的关注，表示公司将回归"最擅长的领域"。
"It's a really clever video," Jordan Greenaway, CEO of PR firm Profile says.
公关公司Profile CEO乔丹·格林纳威评价："这真是个聪明的视频"。
"Everyone has heard about this scandal, everyone has seen the video. But if you'd gone down the street and asked someone who the CEO of Astronomer was, they'd say 'the guy in the Coldplay video', but if you then asked 'what does Astronomer actually do or sell, they would probably say 'they're kind of a tech company.'"
"人人都知道这个丑闻，都看过那个视频。但如果你在街上问Astronomer的CEO是谁，人们会说'就是酷玩视频里那个人'，但问起公司业务，可能只会回答'好像是家科技公司'"。
Greenaway says the video going viral probably won't have too much of a negative impact on Astronomer going forward, as the viral scandal"doesn't strike at the heart of the quality of their product".
格林纳威认为这段病毒视频不会对公司造成太大负面影响，因为丑闻"并未触及产品质量核心"。
He says the company's goal was to create brand awareness amongst the mass public so the company isn't just known for the scandal.
他指出公司的目标是提升大众品牌认知，避免只以丑闻闻名。
"I know there are some PRs whose default it is to lean into humour to bridge the scandal and get over the hump."
"有些公关会本能地用幽默化解丑闻"
"In most cases that doesn't work."But this is what Astronomer is attempting to do in this case," he says.
"多数情况下不奏效，但Astronomer这次尝试得很成功"
"Rather than sidestepping things, they're jumping in with both feet. That's often a good strategy when a crisis is so big and well-known that you cannot easily duck it."
"他们没有回避，而是全力投入。当危机大到无法躲避时，这通常是好策略"
Greenaway compares it to the horsemeat scandal of 2013, when horsemeat was discovered in beef products across Europe, and says"it would not have been right to dress that up in humour by posing as a horse, for example, and giving a response".
格林纳威将其与2013年欧洲马肉丑闻对比，指出后者若用幽默回应就不恰当。
"That could lead to your customers saying 'this is something that attacked the quality of your product, and you're making light of it'."
"客户会说'这影响了产品质量，你们还在开玩笑'"
The nature of this scandal gives Astronomer the flexibility to approach their response with a bit more humour because the company sells a data service, Greenaway continues.
他解释这次丑闻性质允许公司幽默回应，因为Astronomer提供的是数据服务。
"They're not making fun of the quality of their product, they're making fun of their CEO, who has now resigned."
"他们不是在嘲笑产品质量，而是在调侃已辞职的CEO"
Awkward moment for couple on screen at Coldplay gig
酷玩演唱会上尴尬的"大屏幕时刻"
But Greenaway says while Astronomer can come out of this relatively unscathed, that isn't the case for Andy Byron.
但格林纳威指出，公司可能全身而退，前CEO安迪·拜伦则不然。
"He and his reputation are a different matter," he says.
"他和他的声誉是另一回事"
"If Andy Byron had made light of this, that would have been very unfair and very unethical, because he was the one undertaking in the bad behaviour."
"如果拜伦对此轻描淡写，将非常不公平且不道德，因为是他行为失当"
Byron had been CEO of Astronomer for two years when he and Kristin Cabot were caught on the giant screen at the Gillette Stadium in Foxborough, Massachusetts on 16 July.
7月16日，任职两年的拜伦与人力资源总监克里斯汀·卡伯特在马萨诸塞州吉列体育场的大屏幕上被拍到亲密互动。
Greenaway says he would have taken"by and large the same strategy," that Astronomer has had he been involved in a situation like this.
格林纳威表示若参与处理此事，大体也会采取相同策略。
"I would have got rid of the CEO sooner. If possible I would have liked to have shown these type of leadership ethics at Astronomer are unacceptable."
"我会更快撤换CEO，并明确这种领导行为不可接受"
"But in terms of moving the discussion back to the company, and what it actually does, I don't think this is a bad way to go about it."
"但将焦点转回公司业务的做法很明智"
"I don't know if I would have had the courage to do what they are doing, but I hope I would have."
"不确定自己是否有勇气这么做，但希望能做到"
Getty Images Coldplay's US tour concludes this weekend in Miami, before they play their next shows in Hull
盖蒂图片社：酷玩乐队美国巡演本周末迈阿密收官，随后将赴赫尔演出
The viral moment has sparked widespread discussion about workplace relationships and appropriate behavior at corporate events.
这一事件引发了对职场关系和企业活动适当行为的广泛讨论。
Astronomer's stock price initially dipped after the scandal broke but has since recovered.
丑闻曝光后Astronomer股价短暂下跌，现已回升。
Industry analysts note the company's quick response likely mitigated potential long-term damage.
行业分析师指出公司的快速反应减轻了潜在长期损害。
Paltrow's cameo has been praised for its self-deprecating humor and effective brand messaging.
帕特洛的客串因其自嘲式幽默和有效的品牌信息传递而受到赞誉。
The video ends with Astronomer's logo and the tagline"Keeping workflows professional since 2018."
视频以公司logo和"自2018年起保持工作流程专业"的标语结束。
Human resources experts warn such incidents can create liability issues for companies.
人力资源专家警告此类事件可能给公司带来责任问题。
Astronomer's board has announced new policies regarding executive conduct at public events.
Astronomer董事会已公布关于高管公开场合行为的新政策。
The incident has become a case study in crisis management at business schools.
该事件已成为商学院危机管理的案例研究。
Comedians and late-night shows have parodied the viral moment.
喜剧演员和深夜脱口秀节目纷纷模仿这一名场面。
Market research shows brand recognition for Astronomer has increased 300% since the incident.
市场研究显示事件后Astronomer品牌认知度提升300%。
The company's upcoming conference is now sold out.
公司即将召开的会议门票现已售罄。
