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Blake Lively and Justin Baldoni’s PR Battle: The “It Ends With Us” Controversy Explained

The controversy surrounding the production of It Ends With Us has become a case study in Hollywood PR crises and celebrity reputation management. What started as backlash over the film’s marketing missteps has escalated into a full-blown legal and PR battle between its two leads, Justin Baldoni (who also directed the film) and Blake Lively.

While It Ends With Us was meant to spotlight domestic violence awareness, the conversation surrounding the film has taken a sharp turn. The New York Times released an exposé alleging Baldoni’s team attempted to undermine Lively in the media, while Baldoni responded with a $250 million lawsuit against the publication, claiming defamation.

At its core, this controversy isn’t just about a lawsuit—it’s about who controls the media narrative and how reputations are shaped in real time.

Crisis PR & The Power of Perception

Crisis PR isn’t only focused on damage control—it’s also about influence. When public perception shifts, careers, reputations, and even legal outcomes can hang in the balance.

That’s why in high-stakes celebrity crises like this, the most effective strategy isn’t just to defend yourself—it’s to own the conversation, control the story, and ensure the facts prevail. At Red Banyan, we call this approach “Press the Truth,” and it serves as a guiding philosophy when helping clients navigate crises.

When a crisis hits, setting the record straight isn’t just an option—it’s a necessity. Right now, both Baldoni and Lively’s teams are fighting for control of the media narrative, shaping headlines, and managing leaks.

But here’s where it gets messy: when PR teams become part of the controversy itself, the crisis only deepens.

When PR Becomes the Story

In crisis management, one of the golden rules is to operate behind the scenes. When a PR firm’s involvement becomes part of the media cycle—whether through leaked emails, crisis strategies, or legal disputes—it risks undermining the very reputation it was hired to protect.

This scandal is a masterclass in how unchecked PR battles can backfire. Instead of controlling the message, Baldoni’s lawsuit has guaranteed that this controversy will stay in the news for months. Connections are currency in Hollywood, and a tarnished reputation can close doors forever.

The Bigger Question: PR Spin vs. Accountability

So where do we draw the line? At what point does reputation management cross into media spin?

PR firms play a crucial role in protecting and shaping public images, but authenticity matters. When the focus shifts from truth to optics, the damage can be just as bad as the allegations themselves.

As this story continues to unfold, one thing is clear: winning in the court of public opinion is just as critical as winning in a courtroom. In Hollywood, perception is power, and the right PR strategy can mean the difference between a comeback—or career collapse.