The recent Blake Lively filing against Justin Baldoni has not only highlighted the personal drama of Hollywood but also thrown the PR industry into the limelight – for all the wrong reasons. With accusations involving everything from client-stealing to inappropriate behaviour, the case is an unfortunate reminder of how unethical tactics such as astroturfing, smear campaigns, and social media manipulation can not only overshadow the valuable work that most PR professionals do but also erode public trust in the industry as a whole.
There’s an ongoing joke among PR professionals that our friends and family never really understand what we do. The common misconception is that PR is all about “spin” – manipulating the truth and shaping narratives to fit a desired image. A far cry from the valuable work any PR professional I know does in building trust and managing relationships, fostering genuine communication and transparency.
PR has the power to foster positive change, shape public understanding, and build trust between organisations and their stakeholders. But for that to happen, ethical behaviour must be at the centre of every PR strategy. As the industry continues to evolve, it is crucial that PR professionals recognise their responsibility not only to their clients but to the public, ensuring that their actions align with the values of transparency, accountability, and respect for truth.
The tactics alleged in this filing involve client-stealing, subpoenaed text messages, defamation, gaslighting, and reputational damage. It’s a perfect storm of ethically questionable behaviour combined with celebrity status that completely undermines the valuable, positive work that most PR professionals do every day.
What are astroturfing, smear campaigns, and social media manipulation?
- Astroturfing is a strategy where organisations create the illusion of grassroots support for a cause, product, or idea. Instead of genuine consumer enthusiasm, astroturfing uses paid or fabricated messages disguised as authentic voices, often on social media or through fake online petitions. The result is a skewed perception of public opinion, which manipulates decision-makers and consumers into thinking there is more widespread support for a product, service, or cause than there really is.
- Smear Campaigns involve deliberately spreading false or misleading information about an individual, group, or competitor in an attempt to damage their reputation. Often carried out under the guise of objective reporting or public interest, smear campaigns intentionally distort facts and damage reputations for personal or political gain.
- Social Media Manipulation is a tactic that uses co-ordinated efforts, fake accounts, or bots to push a specific agenda. This can involve everything from spreading misinformation to artificially inflating the popularity of certain messages or trends to distract, mislead, or manipulate public sentiment.
In the case of Lively vs. Baldoni, the accusations give credibility to the idea that PR is all about crafting the narrative, no matter the cost. This can lead to the public believing that the industry is rife with people who manipulate the truth for their own gain, disregarding ethics and values in favour of protecting the brand or powers that be.
The impact on public trust
PR is actually about managing relationships and helping to bridge the communication gap between clients, the public and wider stakeholders. Trust is the cornerstone of this relationship. When the public feels manipulated, whether through fake endorsements, biased coverage, or fabricated online support, the damage done to that trust can be hard to repair. This can make it impossible for legitimate PR professionals to do their jobs effectively.
For example, consider the proliferation of fake reviews on websites or the sudden surge of positive sentiment about a product that appears too good to be true. When consumers realise these opinions were manufactured, it undermines the integrity of not just the product being marketed, but also the credibility of the PR strategies and platforms used to promote any product. This creates an environment where real, honest communication is questioned, and PR is seen as a tool for manipulation rather than meaningful engagement.
Why Ethical Practice Matters in PR
PR professionals are often working under immense pressure to deliver results and sometimes, unfortunately, for organisations or people who don’t always do the right thing. But the long-term success of the PR industry depends on a strong commitment to ethical practices. Here’s why:
1. Ethics build long-term success
Clients and brands need to build reputations that can endure beyond the moment. While manipulating a message or hiding the truth might be easier in the short-term, ethical PR practices lead to long-term sustainability. Honest communication helps to ensure that brands are perceived as trustworthy and that their messages resonate with authenticity. When PR professionals prioritise integrity and transparency, they set their clients up for long-term ongoing success, not just fleeting wins.
- The role of PR in shaping public discourse
PR plays a significant role in shaping public discourse, especially in times of crisis or when difficult issues arise. Ethical PR practitioners work to manage reputations by addressing problems honestly and transparently. This should involve acknowledging mistakes, offering genuine apologies, or providing accurate information in response to allegations or misunderstandings. When PR professionals are ethical, they provide a valuable service in helping organisations navigate tough topics in ways that respect public opinion and maintain credibility.
- PR is about real relationships
At its heart, public relations is about fostering relationships – between companies and their customers, between public figures and their audience, and between organisations and the media. These relationships are built on trust and communication, not manipulation or deceit. Ethical PR practices involve telling the truth, engaging in genuine dialogue, and providing value to the public. When PR professionals shift their focus away from these core principles, they risk transforming their work into a mere game of deception and manipulation.
In the end, ethical PR is not just the right thing to do, it’s the only way to maintain the integrity of the profession and restore public trust. Without it, the PR industry will remain stuck in a cycle of suspicion and negativity, reinforcing the very stereotypes it’s trying to overcome.
Written by: Ellie Williams
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