Alec Baldwin and his influencer wife, Hilaria Baldwin, have bolstered their careers by being extremely active on Instagram, with the highly opinionated actor regularly sharing his reflections on culture and politics and the couple constantly disseminating images of their happy life with their six young children.
But crisis management and public relations experts say that Baldwin and others close to him, especially Hilaria, face intense scrutiny in the coming weeks, because of Baldwin’s role in the shooting death Thursday of cinematographer Halyna Hutchins on the New Mexico set of the actor’s latest movie, “Rust.”
For that reason, the “30 Rock” star and his wife need to keep a low profile and to take care with any public statements or in how they are seen in public, said Evan Nierman, founder of the crisis management and P.R. business Red Banyan.
“Every gesture, every part of his appearance, every public statement will be scrutinized,” said Nierman. “He needs to be very cautious and controlled. … He even needs to make sure he’s not photographed out having dinner with friends, or laughing at a joke, or even seen smiling. It would be easy for someone to take a photo or video of him and spin it and attack him. If you’re a mega-celebrity, one of the ways you take away opportunities for people to do that is to stay out of the public eye.”
Staying out of the public eye also means that Baldwin needs to suspend sharing his views on social media about other topics, or promoting upcoming projects or even posting cute family photos, as if life in the Baldwin household goes on, Nierman said. It’s also important that Alec and others close to him not say too much about any hardships he or his family are suffering in the wake of Hutchins’ death and Souza’s injury.
“If he starts talking about other issues, he runs the risk of being criticized for not paying enough attention to what’s happened or not being empathetic to Hutchins’ family or not understanding the gravity of what’s happened,” Nierman continued.
This restraint also applies to Hilaria Baldwin, 37, who was seen leaving the couple’s Manhattan apartment Friday morning, The New York Post reported. Baldwin’s whereabouts are not immediately known.
Hilaria Baldwin is known for regularly posting selfies, showing her executing yoga poses or breastfeeding one of their two babies. The Boston-born-and-reared Hilaria also continues to lament the way she’s been criticized on social media. Earlier this year, she was caught falsely presenting herself as “half-Spanish” for 10 years, likely to build a brand as a glamorous European immigrant.
“She reflects on his brand,” Nierman said. “It’s incumbent on her to adhere to those same practices. It would be advisable for her or him to do something on social media that expresses their grief for Hutchins, something very heartfelt that reflects the statement he put out on Twitter (Friday). Then let that be all they say for a time.”
In his two-tweet statement, Baldwin called the death of Hutchins on the set of the Western film “a tragic accident.” The actor, who has been a fixture in film, TV and theater since the 1980s, said there “are no words to convey my shock and sadness.”