Public Relations Ethics and Hollywood
The PR industry has been getting some bad press lately. For many of us who work in crisis communications, there is no other case study in recent memory that questions the legality of certain public relations tactics more than the multiple lawsuits filed by both actress Blake Lively and her ‘It Ends With Us’ co-star and director, Justin Baldoni.
There’s much for us to unpack, but for now, let’s talk about one tactic called out specifically — astroturfing.
Astroturfing simply put is a coordinated effort to create the illusion of grassroots support. While the legal question of astroturfing has yet to be addressed by the courts, the practice is universally deemed unethical.
When navigating a crisis, following ethical practices helps protect a company's reputation from further damage. Here are a few lessons to help steer away from falling into the ‘astroturfing’ snare:
1. Authenticity Matters
Audiences can quickly detect inauthentic or coordinated efforts to generate hype. When posts or comments feel scripted or repetitive, it can erode trust in both the content being promoted and the celebrity associated with it.
Lesson: Genuine, organic engagement builds more lasting connections with audiences than forced promotion.
2. Social Media Amplification
Social media allows for the rapid dissemination of messages, but it also increases scrutiny. If a campaign involves AI or paid influencers, users often notice patterns of language, timing, or content that reveal the effort to manipulate public opinion.
Lesson: Transparency in marketing campaigns ensures credibility. When influencers or fans promote content, they should clearly disclose partnerships or sponsorships.
3. Astroturfing Backfires
When audiences perceive astroturfing, it can create a backlash. People often feel manipulated, leading to skepticism or outright rejection of the promoted product.
Lesson: Focus on cultivating real fan communities rather than trying to manufacture them.
4. The Role of Influencers
Influencers who participate in astroturfing campaigns risk damaging their own reputations. Followers value influencers for their authenticity, so involvement in inauthentic campaigns can erode their credibility.
Lesson: Brands and individuals must vet their promotional partners to ensure alignment in values and practices.
The current headlines around the Lively/Baldoni dispute are far from over, and no doubt additional PR tactics will come under scrutiny. But by adhering to the ethical principles we know make for good public relations practitioners, we can keep our organizations from being in these same kinds of headlines.
