Weaponized Words and the Battle for Reputation
Published on March 6, 2025, at 10:12 a.m.
by Reese Ham.
“Sticks and stones may break my bones, but words can never hurt me.” This age-old rhyme becomes more untrue and dated with the evolution of social media and speed at which news travels. Words strategically — or randomly — strung together and blasted through media outlets are powerful tools that can dramatically change one’s perceptions, feelings and behavior toward someone or something.
Public relations practitioners are no stranger to the power words hold, especially when words are paired with intentional public relations strategies during the curation and implementation of a campaign. Yet, not all campaigns crafted lead to ethical and beneficial outcomes for clients and their publics.
Defining smear campaigns
Smear campaigns are targeted attacks toward a group or individual with the intention to damage their character and thwart their credibility. Dr. Courtney Boman, an assistant professor in the Department of Advertising and Public Relations at The University of Alabama, emphasized that “the goal of these smear attacks are to attempt to damage an opponent’s reputation while maintaining a degree of separation and plausible deniability.”
These campaigns can seem abrupt and sudden in the public’s eye when unexpectedly popping up on users’ social media and news feeds. Boman established that these campaigns are not merely thrown together or accidental but are carefully crafted, stating that “smear campaigns allow the attacker to control the narrative and shape public opinion through strategic media placement.”
Social media and smear campaigns
Social media is a hub for spreading information, whether that information is true or not, making it incredibly conducive to the spread and virality of smear campaigns. Boman pointed out that the nature of social media and each platform’s algorithm make it “an ideal place for public shaming, direct harassment and the blurring of factual lines, making damage severe.”
Recently, Blake Lively and Justin Baldoni have been making headlines and going viral on many social media platforms regarding an alleged smear campaign. After the release of “It Ends With Us,” a film based on Colleen Hoover’s bestselling novel starring Lively and Baldoni, Lively alleged that Baldoni instigated a smear campaign against her by skewing social media conversations — just one of the smear tactics she alleged were used.
Caitlyn McTier, a brand strategist and marketing project manager, noted how through the use of social media, celebrities now lack the power and leverage they previously had with media outlets due to the virality, extensive reach and anonymity of social media. McTier shared that because of the omission of a face or name to some social media users, it is difficult for the public to discern what is true or false, damaging reputations in the wake of users’ anonymity.
How to combat smear campaigns
Once the damage is done, there is still hope for restoration. In a crisis of any kind, preparation, messaging and transparency are key. Effective and strategic responses to smear campaigns can make all the difference in recovering a reputation.
Boman used Lively’s presentation of proof against Baldoni to touch on the importance of having receipts on hand in order to be open and honest with the public to combat the smear campaign and defend the client. She also shared that although presenting proof against these campaigns is effective, engaging in a back-and-forth with the accuser can further the destruction.
Evidence and proof, although convincing, may not be able to change the attitudes and perspectives formed against a client — that’s where positioning comes in. When talking about her clients and how she chooses to defend them, McTier stated that “it’s playing the game and doing our best to promote our clients and position them well in the media space.”
McTier also shared that when going on the defense, attacking, defaming or tearing down the other party is never acceptable. Instead, she suggested being strategic and cognizant of the language being used, making sure it promotes the client without trashing any party on the other side. “It’s just trying to find ways to uniquely find the right people to spread the right message to the right media outlets to help tell an overall story to get to the result that we want,” stated McTier.
Ethical implications for PR
Implementing a smear campaign destroys the reputations of others, but it also hurts the PR profession as a whole. The tactics used for smear campaigns are undoubtedly unethical, creating a shadow across the PR industry and undermining the professionals who strive to sow good, not divisiveness and hate.
Boman reiterated this point, stating, “The foundation of public relations is relationship building. When bad actors in our field participate in the practice of smear campaigns or aid in spreading disinformation, it tarnishes the reputation of the entire field.”
The trust that is being broken through disinformation and other calculated smear tactics needs rebuilding. Accountability, awareness and advocacy should become every PR practitioner’s best friend because, without speaking out against these unethical practices, all trust — the very foundation of PR — will be lost.
