The ongoing feud between Hollywood stars Blake Lively and Justin Baldoni surrounding the production of It Ends With Us is a revealing example —albeit a cautionary one—on crisis communications and reputational management. While the entertainment industry often embraces the mantra “all press is good press,” the unfolding legal and PR battle serves as a stark warning: if such an approach fails in Hollywood, it spells even greater trouble elsewhere. For most industries, including maritime, where trust and accountability are paramount, principled communications rooted in honesty, transparency, and ethical practices remain non-negotiable.
The incident
The feud between actor, Blake Lively, and film director, Justin Baldoni, reportedly began during the production of It Ends With Us. Reports suggest creative differences and uncomfortable on-set interactions, including alleged inappropriate comments, unwanted physical advances, and unprofessional discussions, created a strained working environment that persisted throughout filming. Post-production disagreements over the final cut of the film further escalated the situation, and their lack of joint appearances during promotional events sparked rumours of a rift.
Blake Lively has accused Justin Baldoni of sexual harassment and orchestrating a smear campaign to damage her reputation after she reported the alleged misconduct. Baldoni has categorically denied these allegations and filed a high-stakes defamation lawsuit in response. As the dispute unfolded, both parties engaged crisis PR teams, with one side alleging a deliberate weaponisation of media narratives to influence public opinion.
What began as creative conflicts spiralled into a high-profile “he said, she said” drama with significant reputational stakes. The case highlights the complexities of managing public perception and the critical importance of principled crisis communication strategies.
Crisis communications and maritime parallels
Though this case is rooted in Hollywood, the principles of crisis communications are universal. For the maritime industry, where incidents can have far-reaching implications for safety, the environment, and public trust, these principles are even more critical. A poorly managed response can tarnish reputations, invite regulatory scrutiny, and alienate stakeholders.
Consider the principles that should guide crisis communications:
- Honesty is the foundation: Transparency fosters trust, even in challenging circumstances. Attempting to manipulate narratives through half-truths or omissions often backfires. For example, acknowledging uncertainties during an environmental incident, coupled with a genuine, actionable plan, signals sincerity and a commitment to resolving the issue.
- Accountability matters: Owning up to mistakes or addressing concerns openly demonstrates integrity. Effective accountability also includes offering tangible steps for improvement, such as updated safety measures or enhanced crew training after an operational incident. Deflecting blame or retaliating against critics can erode goodwill and escalate the situation.
- Empathy is crucial: Acknowledging the experiences of those affected with sincerity can humanise your response and defuse tension. Whether addressing environmental damage or crew welfare, communicating empathy shows a genuine understanding of the broader impact.
- Control the narrative thoughtfully: The approach depends on the level of exposure of the incident. Often, a reactive strategy may be sufficient or preferred for managing crises discreetly. However, even in such cases, the strategies employed must remain above board, as unethical practices risk severe reputational damage if exposed. This can amplify an already difficult situation, making recovery far more challenging. Balancing discretion with transparency and ensuring a credible narrative allows organisations to retain trust and pivot effectively when necessary, avoiding the pitfalls of retaliatory or poorly managed responses.
- Foster long-term trust: Every crisis presents an opportunity to reinforce commitment to safety, accountability, and continuous improvement. For instance, using post-crisis reflections to update protocols or sharing lessons learned can reassure stakeholders of your dedication to improvement.
Effective crisis communications should integrate these principles to ensure organisations navigate crises with integrity and resilience.
The Lively-Baldoni saga might seem distant from maritime affairs, but it illuminates the universal truth that crises are as much about perception as they are about facts. For those of us in communications, this is a powerful reminder to uphold the principles of honesty, accountability, and ethical conduct—not just because it’s the right thing to do, but because it’s the most effective way to rise above challenges and turn the tide in your favour.
