The Lively-Baldoni battle is just beginning, industry pros say: 'Skeletons in the closet will come out'

• Justin Baldoni sued The New York Times over its coverage of Blake Lively's harassment complaints against him.
• The suit is a strong PR defense that shows he's serious about protecting his reputation, a PR expert said.
• Industry pros told BI both stars' personal and professional lives will likely be damaged as the battle continues.

Blake Lively and Justin Baldoni's reputations are likely to face even more damage as their legal battle intensifies, crisis PR and legal experts say.

Baldoni, the director and star of the romantic drama "It Ends with Us," sued The New York Times on Tuesday for libel, false light invasion of privacy, promissory fraud, and breach of implied-in-fact contract over its December 2024 story about his costar Lively's accusations that he sexually harassed her and damaged her reputation in the press.

Baldoni's 87-page lawsuit rebuts Lively's claims in detail, offering a different perspective on the Times' bombshell story. It also accuses Lively of attempting to salvage her public image at Baldoni's expense and engaging in a "hostile takeover" of the production of "It Ends With Us."

The Times told BI in a statement that their story was "meticulously and responsibly reported."

Baldoni's team's decision to sue a newspaper for hundreds of millions of dollars isn't just a legal tactic. It's a major PR statement, too.

"To know that the Baldoni team is so strongly standing in their truth shows that there's a lot more to the story than what initially came out in that Lively complaint," Mike Fahey, the founder and CEO of the PR agency Fahey Communications, told Business Insider.

Baldoni's suit does not name Lively, but her attorneys told BI in a statement that the filing doesn't change anything about the initial claims made in her complaint, and they look forward to addressing Baldoni's claims in court.

Whether the case goes to trial or settles out of court, Fahey said the story is far from over. "It's an onion, and there are a lot of layers to peel back," he said.

Erik Bernstein, the president of Bernstein Crisis Management, agreed. He cautioned that it might get ugly: "I think we're going to see two people's personal and professional lives dragged through the mud."

The text messages included in Baldoni's lawsuit cast Lively's claims in a different light

The timing of Baldoni's lawsuit against the Times, which was filed 10 days after Lively filed her initial complaint against him, was a strategic move to strike back quickly before public interest waned, Fahey said.

"The shelf life on a story like this is very short," Fahey said.

Evan Nierman, the CEO of PR firm Red Banyan, added that the tone of Baldoni's lawsuit suggests that the actor-director is "concerned that The New York Times piece could define him for years to come."

"He is taking a very aggressive stance to defend his reputation and prevent a negative perception of him from hardening into the public consciousness," he added.

Part of that stance included providing additional context on text messages in Lively's complaint to make the case that the Times' reporting leaned on "'cherry-picked' and altered communications stripped of necessary context and deliberately spliced to mislead."

The PR and legal experts who spoke to BI said that, if real and undoctored, the text message screenshots included in Baldoni's lawsuit strengthen his case and make for a strong defense.

"I thought it was a necessary move to show the full context of the text messages and the full context of some of the events that Blake Lively is alleging to paint a different type of picture, a different type of narrative," said Camron Dowlatshahi, a partner at MSD Lawyers, a Los Angeles law firm that specializes in entertainment and employment law.

"This is a full-on legal battle, but this is more of a public relations battle at this point," he added. "And so Baldoni had to come forward and do something."

Baldoni's lengthy lawsuit addresses various points made in Lively's initial complaint. With pages and pages of details to pore through, the general public may no longer know what to believe. Nierman said that's likely also by design.

"I think that's probably part of their strategy, is to muddy the waters," Nierman said. "And part of the way that you do that is by launching a full frontal assault on the outlet that broke the story and has so far framed the narrative."

Nierman added that Baldoni and his team probably hope that undermining the Times' credibility will "cast doubt into people's minds that Baldoni is this negative actor that the story portrayed."

Baldoni's lawyer, Bryan Freedman, doubled down on his team's intention to unveil more messages between Lively and Baldoni during a Friday interview on NBC's "Today" show.

"We plan to release every single text message between the two of them," Freedman said. "There is nothing that in any way is a concern about this entire situation from our perspective, and we want the truth to be out there."

Bernstein said that Baldoni and his team likely view this lawsuit "as a must-win."

"He has to be thinking that he needs to win, or he'll be seen as untouchable by Hollywood in our, let's say, post-Weinstein era," he said.

Experts say Baldoni seeking $250 million in damages from the Times is a deliberate move to fuel headlines

Baldoni's suit is lengthy and asks for a hefty $250 million in damages. The experts who spoke to BI said that's another PR strategy that will draw more attention to Baldoni's narrative.

"Big numbers get printed, right? Your story is a lot more interesting if it's $250 million than if it's $20,000," Bernstein said.

"The exorbitant number is meant to drive headlines, not to result in collection,'" Nierman added. "It is a PR play to get attention and to ensure that his side of the story does get reported. So I actually think it's a very savvy move to attach such an astronomical figure to it."

Dowlatshahi, the lawyer, said that it's not typical for an amount in damages to be listed in the lawsuit, though he said that this situation is anything but typical.

"This is a high-profile celebrity battle, and so I think that amount was needed to be a show of force."

The PR battle will continue in public, and neither star will emerge unscathed

The same day Baldoni filed his lawsuit against the Times, Lively formally filed a lawsuit against Baldoni, his production company Wayfarer, and his PR team in New York federal court.

The lawsuit, obtained by BI, stems from the complaint Lively previously filed with the California Civil Rights Department. It accuses Baldoni and his PR team of engaging in a campaign to retaliate against Lively for speaking out about Baldoni's alleged sexual misconduct on the set of "It Ends With Us."

It's unclear how long it will take for this to play out — it could be months or even years if it goes to a jury trial — but the experts BI spoke with agreed that this is just the beginning of a long and messy road ahead.

And the hits will keep coming: Though Lively was not named in Baldoni's suit against the Times, Baldoni's lawyer Bryan Freedman told NBC's "Today" show that they "absolutely" plan to sue Lively, too.

Though both stars' reputations have already been damaged, they'll likely worsen as the case unfolds publicly.

"There's going to be some skeletons in the closet coming out," Bernstein said. "It's just going to be a long dragged-out thing where there's maybe no real winner."