Robert F. Kennedy Jr. received messages from a crisis communications firm as he sought the health secretary nomination, records unsealed in Manhattan federal court show. The Agency Group, also known as TAG PR, has faced allegations of orchestrating a covert online campaign against actress Blake Lively in connection with her legal dispute with actor Justin Baldoni.

A strategist associated with the firm promised in late 2024 to suppress negative stories about Kennedy, boost positive coverage and create an algorithm "to manage concerns" related to negative publicity. The records were gathered by Lively's legal team after she sued Baldoni, his production company, TAG and others in December 2024, alleging sexual harassment and retaliation stemming from disputes over a film they made together.

The unsealed filings reveal that strategist Jed Wallace wrote in an email about needing to "throw a ton of upvotes at the stuff that is rah rah rah for him" in conservative circles, noting positive coverage might draw President Trump's attention. Kennedy suspended his presidential campaign in August 2024 and Trump later tapped him for health secretary. A spokesman for Kennedy did not immediately respond to requests for comment.