Hindsight is 20/20: How the ‘It Ends With Us’ Scandal Unraveled

Oh, how the tables have turned! When I first closed my article in August, I wrote, “Justin will win the moral high ground unless something substantial and concrete can be pinned to him (probably not; Hollywood lets men get away with more than enough).” And now here we are; something substantial and concrete has shown up!  

In August, the drama surrounding It Ends With Us had already reached a boiling point. With contrasting press tours, social media speculation, and whispers of on-set conflicts, it was clear the PR teams—particularly those led by Justin Baldoni’s camp—had their work cut out for them. But now, as more of the story emerges, it’s easier to see what really happened.

What began as a tale of creative differences and publicity blunders has spiralled into something far more troubling: allegations of sexual harassment, toxic workplace behaviour, and an alleged smear campaign against Blake Lively.

The August Dogpile

When the first signs of conflict surfaced, the public quickly took sides. Lively and Baldoni, both producers of the film, embarked on separate press tours. Baldoni leaned into the movie’s serious themes of domestic violence, while Lively focused on lighter topics and promoted her new haircare line. Though it had reportedly been agreed upon that Lively would keep her press appearances light, her choice to use interview time to endorse her products didn’t sit well with audiences (myself included).

Meanwhile, Baldoni hired veteran crisis PR manager Melissa Nathan, who had represented Johnny Depp during his infamous trial with Amber Heard. At the time, I questioned the optics of this move since Johnny Depp had previously hired this firm to engage in a prolific online smear campaign against Amber Heard.

The tide turned against Lively as rumours and tabloid leaks painted her as controlling and self-serving. Social media was inundated with accusations, with anonymous “insiders” alleging that she and her husband, Ryan Reynolds, interfered with the film’s production, including Reynolds doing unofficial rewrites of scripted scenes.  By August, it had devolved into a full-blown dogpile, with Lively becoming the villain in the public narrative.

In retrospect, was there anything that could have been done differently on Blake’s part to stop the tide of ill will? Probably not, because even if she could have ignored the agreed approach to promote the film in a light, approachable way, which she eventually did, it would have been seen as a little too late.

The New York Times Revelations

At the end of December, The New York Times published an exposé that reframed the entire It Ends With Us controversy. The article revealed a coordinated effort to smear Lively’s reputation, including leaked stories and anonymous criticisms. These actions were designed to deflect scrutiny away from Justin Baldoni and the production team, whose behaviour is detailed in Lively’s complaint. The article paints a stark picture of a deliberate campaign to silence Lively before she could openly share her experiences on set.

This campaign was disturbingly effective, partly because public perception had already been primed against Lively. Nathan, Baldoni’s crisis PR manager, had an easy task, as societal tendencies to critique and dismantle successful women—especially those perceived as “having it all”—worked in her favour. Lively’s slow response to the initial backlash and promoting her personal haircare and beverage lines instead of focusing on the film’s deeper themes, didn’t help matters.

While Lively’s promotional missteps may have added fuel to the fire, they pale compared to the serious allegations outlined in her lawsuit against Baldoni.

Filed just days before the publication of the Times article, Lively’s complaint accuses Baldoni and other production team members of fostering a toxic work environment and engaging in harassment. Among the allegations: Baldoni added a sex scene that was not in the book or script, then told the actors it was “hot” and asked if they had practiced. He frequently made inappropriate comments, including telling women they looked sexy, pressuring Lively to lose weight after her pregnancy, and barging into her trailer while she was partially undressed. He allegedly shared explicit details of past sexual encounters, some involving non-consensual acts, and disturbingly claimed to have spoken to Lively’s deceased father.

Baldoni is also accused of undermining Lively professionally, disregarding agreed-upon marketing plans and pivoting the film’s promotional narrative when the public backlash began targeting Lively. The agreed-upon campaign was meant to focus on themes of hope for women, but as criticism mounted against Lively, Baldoni shifted to emphasizing domestic violence. He even considered sharing private messages from survivors as part of his PR efforts. Simultaneously, hit pieces targeting Lively, some of which referenced Baldoni’s supposed back injury, were planted by his team.

Strategically timed alongside the Times exposé, Lively’s legal filing shifts the narrative away from the summer’s tabloid drama to systemic failings within the production. It highlights how the accusations against Baldoni reveal a troubling abuse of power that far eclipses any PR missteps on Lively’s part. The complaint and the article reframe the controversy, highlighting deeper issues rather than Lively’s public image.

Shifting Allegiances

The fallout from The New York Times article and Lively’s complaint was immediate. Liz Plank, Baldoni’s longtime podcasting partner and co-author of Man Enough, announced her departure from their collaboration, citing “a difference in values.” While Plank didn’t directly link her decision to the scandal, the timing fueled speculation and cast doubt on Baldoni’s integrity claims and “feminist ally” credentials.

Simultaneously, Lively began receiving vocal support from women who had previously worked with her. Her Sisterhood of the Traveling Pants co-stars—America Ferrera, Amber Tamblyn, and Alexis Bledel—publicly praised her professionalism and integrity. These endorsements provided a powerful counter to the earlier criticisms and helped solidify her position in the ongoing narrative.

The complaint and the article exposed the behind-the-scenes toxicity and the lengths to which some parties went to protect reputations at Lively’s expense. By reclaiming the narrative, Lively turned the year-end spotlight away from the scandal’s salacious details and toward her pursuit of accountability.

Lessons Learned

The It Ends With Us scandal offers several key lessons for navigating high-profile crises in Hollywood:

Crisis PR Isn’t a Cure-All

While effective in the short term, such strategies must align with the individual or brand’s long-term values and public image. Baldoni’s association with a PR firm tied to Johnny Depp during a contentious trial undermined his feminist credentials and fueled skepticism about his motives. While Baldoni initially seemed to have public support, the fallout from his podcasting partner’s departure and mounting criticism suggest that short-term victories can lead to long-term reputational damage. PR strategies must consider the sustainability of public trust.

Timing Is Everything

By filing her complaint and having the last word on the story in 2024, Lively demonstrated the importance of “owning the outro.” Lively’s decision to file and align with a major exposé in The New York Times allowed her to control the year-end headlines. PR professionals should consider the timing of announcements, ensuring they coincide with impactful developments to maximize narrative control.

The Power of Allyship

The public endorsements from Lively’s Sisterhood of the Traveling Pants co-stars helped repair her reputation and created a counter-narrative to the smear campaign. PR professionals should identify and activate credible allies to support clients during crises.

Accountability Over Image

Wayfarer Studios and Baldoni’s choice to engage in a smear campaign against Blake Lively instead of addressing issues transparently and collaboratively demonstrated a misguided prioritization of image over ethics. By attempting to torpedo Lively’s reputation, they escalated the conflict and alienated both industry insiders and the public. When stakeholders focus solely on preserving their image without addressing underlying issues, they risk creating a narrative of evasion and antagonism. For PR professionals, this highlights the importance of addressing crises authentically, prioritizing accountability, and fostering constructive resolutions rather than deepening divisions.

Looking Ahead

Blake Lively ends 2024 on the offensive, backed by a growing coalition of supporters and a credible exposé that validates her claims. Baldoni, meanwhile, faces mounting scrutiny as former allies distance themselves and his feminist image is called into question.

As this chapter of the It Ends With Us saga concludes, it’s a stark reminder of the importance of transparency, accountability, and the power of timing in shaping public perception.

P.S. Now things are escalating between Justin Baldoni’s ex-publicist and his current team. They allege documents were stolen, and the fallout from the smear campaign has caused them reputational damage by association with these non-ethical public relations practices.

P.P.S. Justin has now filed a suit against the New York Times for libel alongside publicists Melissa Nathan, Jennifer Abel and his fellow producers, James Heath and Steve Saraowitz, claiming that the article misconstrued their text messages or the nature of the alleged harassment.

P.P.P.S. Blake has officially escalated her complaint to a federal lawsuit, claiming that after the complaint and article were published, Justin and co. retaliated further against her. (It is a big no-no for an employer to come after an employee after they’ve made an official complaint. I guess this is why Justin went after the New Tork Times for libel instead of straight-up countersuing Blake. I have no idea; I am not an employment lawyer.)

As of January 1, 2025, we are waiting to see if they settle out of court or if this will continue to drag out in the court of public opinion if it goes to trial. At this point, I don’t think anything could be gained reputationally by having amateur TikTok “legal experts” nitpick over everything in a trial, so I would settle out of court via mediation if possible.  ¯\_(ツ)_/¯