From World Series to Worldwide Shame: The Astros’ PR Meltdown

By: Luna Yu, Account Supervisor

When the Houston Astros were crowned World Series champions in 2017, they weren’t just winning games; they were building a legacy for their franchise and the state of Texas. But in less than two years, that legacy exploded, and the world watched in disbelief as the cheating scandal ripped through the sport of baseball. However, the real downfall didn’t come from the cheating – it came from the Astros’ disastrous PR response.

What Happened on the Field

In 2017, the Houston Astros captured their first World Series title, a moment that seemed to mark the rise of a new baseball dynasty. But two years later, their victory came under fire when a bombshell report revealed that the team had used an illegal sign-stealing operation throughout the season. Using a live camera feed from center field, Astros staff decoded opposing catchers’ signals and relayed them to hitters by banging on a dugout trash can – a system designed to alert batters to upcoming pitches. In a sport defined by fractions of a second, knowing the pitch in advance provides a powerful competitive advantage, fundamentally altering the integrity of the game.

The scandal escalated in early 2019 when additional suspicions emerged. During the American League Championship Series, second baseman José Altuve was seen clutching his jersey and asking teammates not to tear it off after hitting a walk-off home run. The moment went viral, sparking theories that some Astros players may have worn electronic buzzers under their uniforms to receive pitch signals. The League announced that no evidence was found to support the buzzer allegations, but by that point, the damage was done.

The Apology That Wasn’t Enough

When the organization finally decided to address the scandal, its goal should’ve been straightforward: Take accountability, show remorse, and begin the trust restoration process. Instead, their press conference seemed to reflect other goals. 

Even with a hired crisis PR team, team owner Jim Crane seemed to have forgotten about the PR portion. During a news conference, he reasoned with “[their] opinion is that this didn’t impact the game.” As the head of the organization, Crane made further outrageous comments such as “I don’t think I should be held accountable” and “I didn’t know about it until November, just like you guys.” 

The deflection, lack of accountability, and overall dishonesty from the organization were met with sharp criticism from the baseball community—and rightly so. Even when individual players offered apologies, their statements carried a rehearsed tone, focused more on moving past the scandal than taking real responsibility. The absence of genuine remorse made their words feel like mere damage control, a reminder that sincerity can’t be scripted.

Lesson From the Clubhouse

For PR professionals, the Astros’ scandal proved that crisis communication starts – and can collapse – from the top. The team owner’s response showed complete disregard for any sense of accountability. Words like “Our opinion is that this didn’t impact the game” signal denial, not leadership. Rebuilding trust after a scandal takes more than just official statements – it demands visible, intentional effort. The organization’s urge to move forward is a rather costly miscalculation in today’s media speculations. 

At the end of the day, the Astros’ story is a reminder that integrity isn’t just a matter of character – it’s a communication strategy. Because in the long run, no championship title is worth more than trust.

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About the Author: Luna Yu

Luna Yu is a senior at Boston University studying Public Relations and Psychology. She’s currently an Account Supervisor for the HT40 Foundation. Passionate about sports and international PR, Luna loves exploring how storytelling and strategy shape global conversations—on and off the field.