Born Anew in the New York Times
Remember the Coldplay concert kiss-cam disaster of last July?
The CEO of software company Astronomer, Andy Byron, and the head of human resources, Kristin Cabot, were caught in a suggestive embrace by the “kiss cam” at a Coldplay concert. Both of them radiated such instantaneous and intense shame that the video became a TikTok sensation and both subsequently left the company.
I wrote about the PR implications in a post called “The Kiss-Cam of Annihilation.” This was about why the implied affair was a reputational problem for Astronomer, and also an opportunity to have a go at Coldplay because I am a hater. No regrets. I have my own musical shame.
Five months later, Cabot has launched a rehabilitation tour with simultaneous profiles in the New York Times and the U.K. newspaper The Times.
Once upon a time, if you’d been disgraced, you might have re-emerged with a soulful TED talk that you’d deliver right after Malcom Gladwell explained something counterintuitive about spaghetti sauce. Today, the New York Times, America’s sole surviving general-interest daily, is platform of choice for post-crisis reputation laundering. Wait a graceful interval, and then make yourself available for a (hopefully) soft-focus profile.
Former New York Magazine political journalist Olivia Nuzzi took this approach last September, with a 3000 word Style section profile that was one part rehabilitation for her sexting affair with RFK, Jr. and one part memoir launch. Nuzzi’s campaign incinerated after jilted fiancé Ryan Lizza—2025 finalist for the Nobel prize for being That Fucking Guy—nuked her with a tell-all Substack on the eve of her book release. Lesson: for a rehabilitation campaign, there needs to be no more dirty laundry left to air. Especially if there is someone out there who is motivated to air it. Also, it helps if the memoir is not apparently 100,000 words of weapons-grade cringe.
Imagethief 