In the glamorous world of Hollywood, rivalries are as classic as the stories that grace its silver screens. One notable historical rivalry was between Joan Crawford and Bette Davis, renowned for their sharp remarks towards each other during the 1930s and 40s. Their contentious relationship inspired the Emmy-winning series "Feud" in 2017, highlighting the deep-seated drama that often lies beneath the glitz. While celebrity conflicts have always existed, they seldom manifest publicly today—a fact that has kept discussions around the recent feud between Blake Lively and Justin Baldoni alive for three months following its eruption in December 2024.
In the wake of their legal battles concerning the film "It Ends With Us," Lively and Baldoni's feud has exposed a smokescreen of smear campaigns and publicity manipulation that operate behind the scenes in the industry. Lively has accused Baldoni and his associates of orchestrating a smear operation against her after she raised concerns about sexual harassment on set. Conversely, Baldoni alleges that Lively, her husband Ryan Reynolds, and their publicist have engaged in a retaliatory smear campaign, claiming she attempted to seize control of the film. With both sides denying the allegations, the attorneys for Lively have exposed communication between Baldoni's publicist and a crisis management team, suggesting a strategy that could "bury anyone," according to a leaked text message.
This feud shines a light on the previously invisible aspects of Hollywood's crisis communication strategies, particularly as they have been transformed by the advent of social media. Unlike the early days of the industry, where conflicts were closely controlled and often whispered about among insiders, today’s PR landscape has evolved into a publicly accessible battleground. Richard Rushfield, founder of the Hollywood newsletter "The Ankler," describes the industry as a chaotic nexus of powerful individuals and projects, where managing the narrative is crucial for both celebrities and studios.
The contemporary celebrity arena, largely dictated by social media, offers tools and risks alike. While the rise of social media provides a platform for instant public engagement, it also complicates the control publicists exert over narratives. Instances of public fallout, like those between Dwayne Johnson and Vin Diesel or Charlize Theron and Tom Hardy, offer rare glimpses into the industry’s inner chaos.
Despite the challenges posed by social media, the practice of "astroturfing"—creating a false impression of grassroots support—has emerged as a tactic for shaping public perception. This sophisticated form of manipulation can disguise orchestrated communication as spontaneous public sentiment, ultimately blurring the lines between genuine and fabricated reactions to events in Hollywood.
As observers note, publicists have always relied on various techniques to maintain a favorable image for their clients—yet the digital age has brought forth new levels of anonymity and difficulty in verifying narratives. Daniel Bee, a publicist with years of experience, emphasizes how the shift from traditional media has transformed the industry, with the current environment leading to a context where public opinion is easily influenced but equally skeptical.
In this evolving landscape where celebrity scandals can rapidly gain traction, publicists find themselves navigating a minefield of misinformation, necessitating a constant reevaluation of tactics. What once required subtle whispers now demands a comprehensive understanding of digital dynamics to ensure their messages are not lost in the barrage of content online.
As the legal battles between Lively and Baldoni unfold, the results remain uncertain. Nonetheless, the high-profile nature of their disputes serves to underscore the underlying mechanisms of Hollywood’s publicity machine, which continues to operate behind a cloak of glamour. Whether publicists can adapt to the demands of this new paradigm remains to be seen, yet the appetite for scandal and behind-the-scenes narratives shows no signs of waning.
