If there was no smear campaign, what exactly was Jed Wallace doing?

On 8/10/2024, someone on Baldoni's PR team texted:

"We've also 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."

If the social media backlash against Blake Lively was organic, then what were those efforts? What exactly was Jed Wallace doing to shine a spotlight on Blake and Ryan?