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."
@bethennyfrankel Whoa… please corrext me and fill me in…. #divorce #sophieturner #jonasbrothers ♬ original sound - Bethenny Frankel
She's not the only one thinking along those lines.
The stories from 'sources' came through thick and fast in recent days, mostly appearing in Joe's favour and positioning Sophie as the problem. Even before the divorce was confirmed, TMZ's story editorialised, stating: "We're told over the last three months, Joe has been caring for their two young children 'pretty much all of the time,' even as his band was touring."
Breaking news: father parents his own children!
Tabloids have also made jabs about who has worked more recently (Joe), and published quotes from 'sources' that paint Sophie's 'lifestyle' as to blame. Just hours after the joint statement claiming unity, TMZ also shared another story claiming that Joe "saw/heard something" on a Ring security camera that made him realise the marriage was over.