Following its August 2024 release, the drama is amplifying now more than ever. Need a refresher? Check out our synopsis on the feud.

The Tea:

After the initial allegations surfaced in August, there was a period of relative silence, and much of the public seemed to lose interest in the behind-the-scenes turmoil. However, the controversy reignited later in December, when Blake Lively made headlines by suing her “It Ends With Us” co-star, Baldoni, for actions on set that she claimed caused her emotional distress and amounted to sexual harassment, and even stated that Baldoni was responsible for starting a “smear campaign” against her haircare business. According to Lively’s lawsuit, midway through filming, she revised the contract between herself and Baldoni. The updated agreement allegedly stipulated that Baldoni could no longer make sexually charged remarks about her, reference his personal experiences, or mention sensitive topics like her weight or her late father. Additionally, the contract sought to end any further intimate scenes between the two actors, as the script had already been finalized and agreed upon by all parties involved.

Lively also argued that the absence of an intimacy coordinator on set was a significant issue. In response, Baldoni fired back, releasing screenshots of messages between the two that confirmed the presence of an intimacy coordinator throughout the filming process. Baldoni denies all claims Lively has made against him, and attributes them to a “smear campaign” by her and her team.

Following the lawsuit, Baldoni’s talent agency and podcast co-host, Liz Plank, publicly severed ties with him, seemingly siding with Lively. The rest of the “It Ends With Us” cast also expressed their support for Lively, sharing posts on social media in solidarity with her and her character.

In retaliation, Baldoni filed his own lawsuit against The New York Times for $250 million, accusing the publication of libel and invasion of privacy. He also alleged that Lively’s husband, Ryan Reynolds, had “aggressively berated” him on set.

Lessons to Learn:

• While hindsight is always 20/20, we can still learn valuable lessons from the It Ends With Us scandal before history repeats itself. Here are three key takeaways from this public relations disaster:

1. Present a United Front:

Check out our prequel to this blog post to understand how the scandal unfolded. When both Blake Lively and Justin Baldoni went to the press separately to accuse each other, they only fueled public criticism and media backlash. A unified approach could have helped prevent further damage.

2. Take Responsibility:

Acknowledge your mistakes openly. The truth inevitably comes out, and the public tends to respect honesty and vulnerability. Taking accountability can go a long way in rebuilding trust.

3. Set Your Egos Aside:

Much of the drama stemmed from control issues and conflicting perspectives on set. With both Lively and Baldoni being successful and influential figures in the industry, neither was willing to compromise or accept criticism, which ultimately sparked the conflict.

There we have it! Three strategies to avoid making headlines like the “It Ends With Us” cast and maintain a positive public image. By taking accountability and remaining a united front, you have the tools to set your business up for success.