When a scandal goes viral – as it recently did for the former chief executive of IT company Astronomer at a Coldplay concert – companies face nuanced challenges in a new era of crisis communication.

No such thing as bad press? Actress Gwyneth Paltrow has become the temporary spokesperson for the tech firm at heart of Coldplay CEO “kiss cam” scandal. The company’s new, tongue-in-cheek promo video has gone viral and is a masterclass in how to handle a PR crisis.

Days after Astronomer announced the resignation of its married chief executive, Andy Byron, who was seen in a viral video with the head of human resources, Kristin Cabot, at the band’s performance at Gillette Stadium in Foxboro, Mass., the tech startup confirmed that Cabot is no longer employed by the company.