Astroturfing, smear campaigns, social media manipulation, unauthorized release of private information, defamation, character assassination, whisper campaigns, media planting, and gaslighting.

These activities are undertaken by the seamiest, most ethically challenged public relations practitioners. While there are far more PR professionals who abide by ethical codes, the bad actors get all the attention, leading to a sordid reputation for the industry that some believe we will never be able to overcome.

The latest example comes from the agency representing actor/producer/director Justin Baldoni, who responded to accusations of inappropriate behavior by engaging an agency that employed all of the tactics listed above. Initially, the campaign had the desired effect but ultimately backfired as the campaign itself drew more attention than the original allegations.

In this short midweek episode, Neville and Shel examine the controversy and address the idea of requiring licensing or certification of all PR practitioners and whether it would weed out those who find codes of ethics to be mere inconveniences to be ignored.

—-

The next monthly, long-form episode of FIR will drop on Monday, January 27.

We host a Communicators Zoom Chat most Thursdays at 1 p.m. ET. To obtain the credentials needed to participate, contact Shel or Neville directly, request them in our Facebook group, or email fircomments@gmail.com.

Special thanks to Jay Moonah for the opening and closing music.

You can find the stories from which Shel’s FIR content is selected at Shel’s Link Blog. Shel has started a metaverse-focused Flipboard magazine. You can catch up with both co-hosts on Neville’s blog and Shel’s blog.

Disclaimer: The opinions expressed in this podcast are Shel’s and Neville’s and do not reflect the views of their employers and/or clients.

Links from this episode:

• Blake Lively’s claims against Justin Baldoni put spotlight on ‘hostile’ Hollywood tactics
• New York Times’s TikTok report
• Robert Pickard on LinkedIn: ‘We Can Bury Anyone’: Inside a Hollywood Smear Machine
• Blake Lively Accuses Justin Baldoni of Sexual Harassment
• Why Justin Baldoni’s War Against Blake Lively Worked So Well
• Justin Baldoni’s Crisis PR Has Links To Other Controversial Celebrities
• I’ve Seen Celebrity P.R. Tactics at Work. Blake Lively Is Not Alone. (New York Times)
• What Is Astroturfing? Experts Break Down the PR Tactic Used in Alleged Smear Campaign Against Blake Lively

Learn more about your ad choices. Visit megaphone.fm/adchoices