The PR has backfired.
Anyone who has been within an inch of the internet this week will have come across the news that Sophie Turner and Joe Jonas are divorcing.
The pair officially confirmed reports earlier this week with a statement on Instagram stating they had "mutually decided to amicably end" their marriage. Both shared it, tagging each other in their respective posts, putting on a united front - as long as you remained on the Instagram app.
Elsewhere, 'amicable' seemed far from everyone's minds - and we've all noticed the cogs turning.
"I want to know who his publicist is," Bethenny Frankel — yes, of Real Housewives of New York City — pondered on TikTok.
"It seems like his team decided to … kill or be killed. His PR team definitely said, 'We know this is coming, and we’ve got to spin this thing."
Even on older, unrelated posts on Joe's own accounts, new comments have poured in to express support for Sophie.
We talk all the time about PR and celebrity narratives. Sometimes it goes too far — not everything is a conspiracy or a plant — but sometimes, it's just so blazingly obvious that it may have well as slapped you in the face.
And the great irony is that in trying so hard to get ahead of the narrative, Joe's camp has turned all the negative attention towards him.
Feature image: TikTok/Getty.