Is the Blake Lively and Justin Baldoni Dispute a Smear Campaign or Crisis Communication Strategy?
In the ever-evolving world of public relations, the ongoing dispute between Justin Baldoni and Blake Lively, has raised a crucial question: is this a well-executed crisis communication strategy, or are both celebrities and their teams engaging in a full-blown smear campaign?
Examining the PR Tactics at Play:
Baldoni’s PR Efforts
At the start of this controversy, Baldoni hired a crisis management and PR team, with reports suggesting this was part of a “social manipulation” campaign against Lively. He then sued The New York Times for $250 million after they published an article titled “We Can Bury Anyone” detailing Lively and Baldoni’s interactions while on set. Baldoni claimed the The New York Times report relied solely on misleading and cherry-picked evidence to cast a negative light onto him. These moves from Baldoni and his team suggest a damage-control strategy by shifting focus from the alleged sexual harassment allegations to the media’s credibility.
Baldoni’s attorney has publicly dismissed Lively’s allegations as “categorically false” and has positioned her as the instigator. Claiming she has threatened to skip promotional events and is at fault for the film’s delayed release by giving the film's crew consistent issues, and forcing the script to have multiple scene rewrites. This type of counterattack from Baldoni’s team seeks to turn the accuser into the villain, a strategy known as Deny, Attack, Reverse Victim, and Offender or (DARVO) strategy.
Lively’s PR Response
Lively faced immediate backlash for her tone-deaf marketing approach and insensitive comments when discussing the film's themes of domestic violence. Instead of directly addressing this backlash, she pivoted by sharing statistics on her social media. This move appeared to be reactive and strategic to counter the public's negative opinion of Lively.
Lively’s lawsuit against Baldoni alleged emotional distress, inappropriate behavior, and attempts to control her creative decisions. She has also garnered support on social media from high-profile figures like America Ferrera, Gwyneth Paltrow, and Colleen Hoover- the author of the novel on which the film is based.
Meanwhile, Lively’s team accused Baldoni’s camp of trying to “bury” her, reinforcing the idea that Baldoni’s crisis PR strategy crossed the line into smear campaign territory. However, Lively’s legal strategy also appears to lean into public relations warfare, positioning her as the wronged party rather than focusing on the claims at hand.
What Makes This a Full-Blown Smear Campaign?
Both Lively and Baldoni and their respective teams have employed aggressive, reactive, and reputation-damaging tactics. A true crisis communication strategy relies on transparency, trust, and overall clear effective communication - none of which is presented.
Additionally, we have seen an ongoing legal battle from both parties. The legal battles taking place are becoming a space to attack the other party, allowing the public to voice their input. Both parties' legal teams are engaging with the press in an attempt to attack the other side to reinforce their client’s claims.
How Could This Have Been a More Effective Crisis Communication Strategy?
For both Baldoni and Lively, a better crisis PR approach could have included various things such as:
Transparency: Acknowledging any missteps on both sides and distributing an authentic apology could have prevented prolonged damage.
Owning the narrative: Addressing the claims of sexual harassment, defamation, and reputational harm proactively - rather than defensively -could have lessened the blow to both of their images.
De-escalation tactics: Baldoni and Lively are speaking through legal battles causing further escalation, however, a more professional style of communication handled outside of the public eye would be immensely beneficial for both celebrities.
Key PR Takeaways
Crisis communication isn’t just about responding quickly, it's also about responding strategically and proactively. When dealt with correctly, it can restore an image allowing the public to move on and gain back their trust.
In this case, Baldoni and Lively engaged in a personal and public smear campaign prolonging the controversy and dividing the public. The goal of crisis management isn’t to destroy your opponent, but it is to rebuild your credibility. There is a fine line between a defensive approach and a destructive approach in this instance, that boundary was crossed completely leaving Baldoni, Lively, and their PR teams leading them to a long road of recovery and reconciliation.
References:
https://www.nytimes.com/2024/12/21/business/media/blake-lively-justin-baldoni-it-ends-with-us.html