Megan Twohey

And Lively got criticized for appearing to ignore one of the movie's main subjects.

And Lively got criticized for appearing to ignore one of the movie's main subjects.

In several appearances, Lively never even made reference to domestic violence at all.

In several appearances, Lively never even made reference to domestic violence at all.

She faced additional criticism when her Betty Booze alcoholic beverage company promoted the film, given the role that alcohol can play in abusive relationships.

She faced additional criticism when her Betty Booze alcoholic beverage company promoted the film, given the role that alcohol can play in abusive relationships.

Some real potential missteps here. Certainly that's how they were being publicly received. And, you know, according to Lively's legal complaint and numerous text messages, when Baldoni's team saw this, they decided that Baldoni would make domestic violence a focus of his interviews and social media.

Some real potential missteps here. Certainly that's how they were being publicly received. And, you know, according to Lively's legal complaint and numerous text messages, when Baldoni's team saw this, they decided that Baldoni would make domestic violence a focus of his interviews and social media.

You know, clearly some of this criticism is organic, but as this backlash is gaining momentum, we see in the texts that Baldoni's PR people are taking credit for the online narrative. There's one text from a PR person that reads, we've started to see a shift on social due largely to Jed and his team's efforts to shift the narrative towards shining a spotlight on Blake and Ryan.

You know, clearly some of this criticism is organic, but as this backlash is gaining momentum, we see in the texts that Baldoni's PR people are taking credit for the online narrative. There's one text from a PR person that reads, we've started to see a shift on social due largely to Jed and his team's efforts to shift the narrative towards shining a spotlight on Blake and Ryan.

And according to Lively's complaint, Baldoni himself took an active role in this process. I mean, text messages show that he encouraged the PR team, sometimes flagging social media posts for amplifying. On August 15th, he actually proposes, quote, flipping the narrative on a positive story about Lively and Reynolds by, quote, using their own words against them.

And according to Lively's complaint, Baldoni himself took an active role in this process. I mean, text messages show that he encouraged the PR team, sometimes flagging social media posts for amplifying. On August 15th, he actually proposes, quote, flipping the narrative on a positive story about Lively and Reynolds by, quote, using their own words against them.

You know, at other times in these text messages, Baldoni appears to worry that his team is going too far. And he seeks assurances that he won't be implicated in the backlash. For example, when he notices a tabloid article critical of Lively, he sends a worried text, quote, "'How can we say somehow that we are not doing any of this?' It looks like we are trying to take her down.

You know, at other times in these text messages, Baldoni appears to worry that his team is going too far. And he seeks assurances that he won't be implicated in the backlash. For example, when he notices a tabloid article critical of Lively, he sends a worried text, quote, "'How can we say somehow that we are not doing any of this?' It looks like we are trying to take her down.

And on another occasion he wondered whether his team was deploying fake bot accounts on social media. And Nathan writes, I can fully confirm we do not have bots. And she adds that any digital team would be too intelligent to, quote, utilize something so obvious. Jed Wallace's operation, she wrote, quote, is doing something very specific in terms of what they do.

And on another occasion he wondered whether his team was deploying fake bot accounts on social media. And Nathan writes, I can fully confirm we do not have bots. And she adds that any digital team would be too intelligent to, quote, utilize something so obvious. Jed Wallace's operation, she wrote, quote, is doing something very specific in terms of what they do.

I know Jamie and Jed connected on this.

I know Jamie and Jed connected on this.

We don't. I mean, it's difficult to know how much of the backlash was authentic and how much they might have seeded and amplified the discussion. What we do know is that in addition to the backlash against Lively, by the end of the movie's promotional run, there was also a very strong pro-Justin narrative online, which Baldoni's team was celebrating. Describe that.

We don't. I mean, it's difficult to know how much of the backlash was authentic and how much they might have seeded and amplified the discussion. What we do know is that in addition to the backlash against Lively, by the end of the movie's promotional run, there was also a very strong pro-Justin narrative online, which Baldoni's team was celebrating. Describe that.