Over the weekend, a CEO went viral for all the wrong reasons.
Not because of a killer keynote, not because of a dazzling earnings report – but because he was filmed snatching a signed tennis cap away from a child at the US Open.
Yes, you read that right.
Piotr Szczerek, linked to paving manufacturer Drogbruk, was caught on camera whipping the prized headgear – gifted by tennis player Kamil Majchrzak to a young fan named Brock – right out of the boy’s hands.
The clip spread like wildfire across social media, and faster than you can say “new balls please,” Piotr was issuing a grovelling apology.
He claimed he thought the cap was being handed to him for his own sons. Was it heartfelt? Maybe. Was it a PR firefight to try and stem the torrent of criticism raining down on him and his company? Almost certainly.
Because in business, reputation is currency. And Piotr just short-changed himself.
Ahhhh Piotr, you messed up. But you are certainly not the first person this year to suffer the consequences of your public behaviour.
Let’s not forget the Coldplay “kiss cam” debacle earlier this year, when Astronomer CEO Andy Byron and HR Manager Kirstin Cabot were filmed mid-smooch at a concert.
The internet did what it does best – and went to town.
And within days, Byron had resigned, Cabot was placed on leave, and HR professionals everywhere facepalmed so hard they gave themselves headaches.
Both stories underline one brutal truth: in 2025, no moment is truly private. And sometimes the consequences of a split-second decision can be wildly disproportionate.
Why CEOs are suddenly celebs
Of course, compared to share prices, mergers and quarterly results, these stories might feel small fry. But in today’s media environment, they’re anything but.
Politicians, actors, and sports stars have long been scrutinised for their behaviour on and off stage. Now, business leaders are increasingly subject to the same attention.
Why? Well, you can start with wealth and status which make CEOs natural targets for public interest. But this leads into the impact on stakeholders. After all, if you lead a company with integrity, your actions in private life are seen as a reflection of that.
Finally, technology has erased boundaries and everything is shareable within seconds. That cheeky pint, that dodgy dance move, that unguarded moment? Immortalised forever.
So a single viral clip can set investors, employees and customers all asking the same question: if this is how they behave in private, what does it say about how they lead the business?
Reputation roulette
Snatching a child’s cap? Indefensible.
Getting caught in a very public PDA with your colleague? Also not a winning move.
But these examples raise bigger questions:
There are no easy answers. But one thing is certain: reputation management is no longer confined to the boardroom or the press office.
Executives carry the brand with them 24/7, whether they like it or not.
What this means for businesses
For organisations, the takeaway is simple and slightly sobering:
Prepare: ensure crisis communications plans are robust and ready for reputational flare-ups, however unexpected they may be.
Educate: support senior leaders with media training and behavioural awareness – not as a box-ticking exercise, but as a vital tool for risk management.
Engage: when issues do arise, respond swiftly, transparently, and with empathy. Silence or defensiveness only fuels speculation.
Final thought
For business leaders, the new reality is this: you are always visible, and you are always accountable.
The real question isn’t whether this is fair – but how ready you (and your organisation) are to survive the next viral clip.
If you want help with a crisis comms strategy to handle the fallout of bad behaviour, we are the team for you. Get in touch.
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