“When things start to get dangerous for lawyers, that’s when I know it’s serious,” worried attorney Saul Goodman in a tense moment of Breaking Bad, following the death of one of his peers.
A similar unease is now sweeping through Hollywood’s PR circles amidst the ongoing legal conflict involving Justin Baldoni and Blake Lively, where several prominent publicists have become embroiled in a sensationalized legal dispute. Insights from numerous publicists, both personal and studio-based, gathered by The Hollywood Reporter, suggest that the fallout from this scandal is likely to reshape the publicist’s role for the long term.
“This will fundamentally change the personal publicist landscape forever, without a doubt,” states one seasoned publicist. “When clients ask us to salvage their reputation or respond to an article they dislike, we will now be much more cautious. The risks involved with these actions, especially if they may impact someone else, will weigh heavier on our minds.”
Consider the specific allegations within Baldoni’s lawsuit, particularly that Lively’s publicist, Leslie Sloane, urged a Daily Mail reporter to alter a story last August. The piece was set to reveal tensions between Lively and Baldoni during the production of their film It Ends With Us, suggesting that the actress was labeled as “difficult.” Sloane texted the reporter asserting, “You’ve got it all wrong… the entire cast dislikes [Baldoni].”
Sloane’s attempts to modify the article were reportedly fruitful, but many journalists would agree that publicists regularly share extra context to shape narratives more favorably for their clients. Currently, however, Sloane finds herself facing litigation from Baldoni, while Lively has filed suit against Baldoni’s crisis manager, Melissa Nathan, and publicist Jennifer Abel.
“I empathize with them because the actions they took are things that most publicists would follow without hesitation,” the veteran publicist explains. “But those times are changing.”
According to one long-serving studio publicist, while astute communication professionals typically have strategies to protect their clients, they will now scrutinize whether they can continue to back these strategies if they leak. “Defending a client is one thing; seeking to undermine others is entirely different.”
Furthermore, personal publicists express concern about the financial burden of legal fees that could be crippling. While studio publicists enjoy a layer of legal protection through their organizations, independent publicists or those in smaller firms often lack such coverage. Despite representing affluent clients, who often pay a modest monthly fee, there is no guarantee of legal indemnification. “Trust is everything in our relationships,” emphasizes one longtime publicist.
“There’s absolutely no legal safety net for us, and events like the Baldoni case make me apprehensive,” admits another publicist who transitioned from a large agency to independent work. Reflecting on past practices, they admit: “Often, we would prioritize client demands simply because they were footing the bill. Now, we’re all treading carefully.”
Several publicists are pondering the introduction of legal indemnification clauses in their contracts to ensure clients are compelled to protect them. “This is definitely a topic of discussion among publicists, but it isn’t widespread yet,” one notes. A lingering worry exists that such changes could deter potential clients, especially with younger publicists eager to establish themselves in the industry.
The boutique agency owner adds that the Baldoni incident has uniquely influenced his business, with potential clients expressing hesitation about hiring publicists. “One said to me, ‘In light of this, I’m unsure about getting a publicist. I wouldn’t want to appear as though I have something to conceal.’”
While this publicist does not identify as a crisis manager—known for more covert tactics—they recognize that the line blurs. “Clients often don’t differentiate between the two,” he chuckles, adding, “They assume we all just strategize on how to undermine others to benefit our clients.”
Despite this, it is also acknowledged that the publicists entangled in the Lively vs. Baldoni dispute aren’t entirely innocent regarding their situations. Texts exchanged between Nathan and Abel revealed their intentions to disparage Lively, and Baldoni’s lawsuit claims that their plans were neither fully realized nor meant to be taken seriously.
“From the outset of the Lively-Baldoni debacle, PR has exacerbated the situation,” remarks another experienced publicist, who feels this case is significantly shifting the public relations landscape.
A veteran studio publicist draws attention to a fundamental lesson drilled into publicists from the beginning of their careers. “We’ve always been taught to never put anything in writing that you wouldn’t want to see on the front page of The New York Times,” she affirms. “This serves as a timely reminder of that critical principle.”
Moreover, many publicists agree that the scandal has tarnished the entire profession’s image. One agency owner noted that following the public leak of disparaging messages about Baldoni, clients have become wary, asking, “Please don’t speak poorly about me to other publicists.” There’s a new concern that clients no longer trust their representatives to safeguard their interests.
As one veteran publicist succinctly puts it: “The public relations industry, once centered around support, protection, and enhancement, is at a precipice. The image of our work has taken an unjust hit, despite the countless dedicated publicists who deliver exceptional service.”
— Aaron Couch contributed to this report.
Read more about this topic:
How Blake Lively vs. Justin Baldoni Has Changed Hollywood Publicity
