Justin Baldoni's publicist Jennifer Abel denies orchestrating ‘smear campaign’ against Blake Lively

LOS ANGELES, CALIFORNIA: Justin Baldoni's publicist Jennifer Abel broke her silence after Blake Lively filed a bombshell 80-page legal complaint accusing her 'It Ends With Us' co-star and director Baldoni of harassment and retaliatory behavior.

According to Lively’s team, the lawsuit includes text messages revealing an alleged plan by Baldoni and his public relations team to “destroy” Lively’s reputation after she raised concerns about on-set conditions.

Jennifer Abel responds to leaked texts

The alleged messages, part of a subpoenaed exchange between Justin Baldoni’s long-time publicist Jennifer Abel and crisis management expert Melissa Nathan, form a key component of Blake Lively's case.

These texts purportedly discuss strategies to manipulate public opinion against the actress.

Abel has issued a strong denial of the allegations, claiming that her leaked messages with Nathan have been taken out of context.

In a lengthy explanation Abel posted in a private Facebook group for marketing professionals, she asserted that no “smear campaign” was ever implemented against Lively.

“No negative press was ever facilitated, no social combat plan,” Abel wrote.

“We were prepared for any scenario, but we didn’t have to implement anything because the internet was doing the work for us," she noted.

Abel described the leaked messages as private jokes and internal discussions about fan reactions online.

She admitted to monitoring social media narratives but maintained that no offensive action was taken.

“We rejoiced and joked privately about the internet’s feedback,” she stated, adding, “but our focus remained on promoting positive interviews for our client.”

Blake Lively's allegations of retaliation and crisis management against Justin Baldoni

In her lawsuit, Blake Lively alleged that Justin Baldoni’s crisis management team devised strategies to malign her reputation.

This included an exchange in which Nathan suggested they could “bury anyone” but cautioned against putting such plans in writing.

Another message showed Abel contemplating planting stories about Lively being difficult to work with.

Abel defended herself against accusations of targeting Lively, stating that she supported Baldoni after reviewing evidence that contradicted Lively’s claims.

“After five years of working with Justin, who has dedicated his life to the equal treatment of others, I made the choice to stand by my client,” she said.

Competing narratives of 'It Ends With Us' production

The feud reportedly escalated during the production of 'It Ends With Us', with disagreements over the film’s marketing strategy.

Baldoni’s camp favored highlighting the story’s focus on domestic violence, while Lively wanted a more uplifting tone, according to Daily Mail.

Lively’s promotional efforts were criticized as “tone-deaf” for failing to address domestic abuse, sparking online backlash.

Baldoni’s legal team argued that the negative press around Lively’s actions arose organically and was not part of any orchestrated campaign.

“Audiences found Lively’s own actions and interviews distasteful, which the media themselves picked up on,” said Baldoni’s attorney, Bryan Freedman.

Blake Lively’s accusations of misconduct

In her complaint, Blake Lively claimed Justin Baldoni made inappropriate comments about her weight and lingered during kissing scenes.

These allegations, combined with on-set tensions, reportedly led to an HR meeting where conditions were agreed upon before Lively would resume filming.

Freedman dismissed these allegations as baseless.

“Ms Lively’s claims are shameful, false, and salacious, designed to hurt my client’s reputation,” he stated.

Baldoni’s team has accused Lively of planting false stories in the press, which she has denied.

Lively’s legal action aims to expose what she calls “sinister retaliatory tactics” against those who speak up about misconduct.

“I hope this case pulls back the curtain on these practices and protects others from being targeted,” she said.