One month later, Abel allegedly expressed more concern about Baldoni’s public image due to Lively and the rest of the It Ends With Us cast choosing to do publicity for the film separately from him. In the filing, Lively said she had not publicly addressed his alleged workplace misconduct at that time.
As Abel wrote in a June 2024 text message to a colleague, “We can’t have fans guessing why JB is left out of this stuff.”
The following month, Baldoni hired crisis PR professional Melissa Nathan. As Lively alleged in her filing, to prevent the public from learning about the sexual harassment and toxic workplace allegations, Baldoni, his PR team and his production studio Wayfarer Studios participated in a months-long public smear campaign against her, in which they allegedly “created, planted, amplified, and boosted content designed to eviscerate Ms. Lively’s credibility.”
