The New York Times exposé published on Dec. 21, 2024, about actor/director Justin Baldoni’s alleged smear campaign against actress Blake Lively highlighted the dark side of PR. The report claimed that Baldoni, who worked with Lively on the film “It Ends With Us,” leveraged PR to sink the actress’s reputation and weaken the impact of her incendiary claims about his unprofessional behavior.
A week later, however, Baldoni filed a $250 million lawsuit against The Times, saying the media outlet got the story wrong. His lawsuit accuses The Times of building its story “almost entirely on Lively’s unverified and self-serving narrative” while disregarding information that would have shown the narrative to be false.
Ultimately, the legal questions in Baldoni’s suit concern media ethics. If it proceeds, the court will decide whether the Times was misled by a smear campaign to report on allegations without doing enough to confirm their validity. But that could take a long time, and debates in the public arena could dramatically impact both Lively and Baldoni’s reputations.
What can the actors do to protect themselves as the case unfolds? The following are some steps they, and others in similar situations, should consider.
Address the Issue Clearly and Constructively
The best way to put rumors to rest is to be transparent. While being evasive or defensive will look like you are trying to hide something, transparency is the key to gaining the public’s trust. If you don’t tell them what really happened, someone else will tell them what they think happened.
It’s also helpful to let people know what will happen next while leaving as little room for speculation as possible. Obviously, you may not be able to explain everything that will happen—especially if the crisis involves legal proceedings—but you can let them know what you are doing to address the issue, including the tangible steps you’ll be taking to deal with the crisis at its root cause.
Speak With a Single Voice
A mixed or muddled message will only escalate the crisis. Adopting a single, coherent communication plan consistent across all channels will give you a better chance of avoiding the type of confusion that can escalate the situation. Ideally, you’ll rely on a single spokesperson to provide updates and responses as the crisis unfolds.
Establishing key talking points in advance is also critical. While new issues that need to be addressed may surface, parties involved in this type of crisis should avoid engaging in a public back-and-forth. Getting emotional, rather than staying professional, will further damage a celebrity's reputation. In the Lively/Baldoni case, the best plan is to let the lawyers argue claims in court while releasing measured, values-based statements that portray accountability and integrity.
Stay in Tune With Public Sentiment
Crisis communications involve more than making a statement. You must also monitor its impact. Social media listening tools and stakeholder feedback are valuable for staying in tune with public sentiment.
If the message is having the desired effect, stay the course. If not, adjust the communication strategy. Criticism should be expected. When it comes, listen and respond thoughtfully and respectfully without getting defensive or over-explaining.
The Lively/Baldoni case is a powerful reminder of how private disputes can flare into crises when they are poorly managed. Getting through it and rebuilding trust will require thoughtful action that is clear, consistent and closely connected to public sentiment.
Thomas Mustac is Senior Publicist and Crisis Communications Expert for Otter PR.