PR Crises: The Stark Contrast Between Protecting a Celebrity and Brand Reputation

 

What the Blake Lively vs. Justin Baldoni controversy reinforces about differing crisis principles and strategies

 

 

Hollywood operates by its own set of rules, and crisis management is no exception. The recent dispute between Blake Lively and Justin Baldoni serves as a compelling case study in the stark differences in managing reputations and handling PR crises between organizations and celebrities. What began as a private disagreement quickly escalated into a media spectacle, with both sides deploying strategic maneuvers such as anonymous sources, carefully-timed leaks, smear tactics and social media manipulation to control narratives and shape public perception.

 

Celebrity reputation management is a no-holds-barred game of deflection, discrediting and damage control, where maintaining one’s image is as much about elevating yours as it is disparaging others’. The goal? Win at all costs.

 

Corporate reputation management, however, follows a different playbook. It prioritizes transparency, accountability and trust. Especially when handling a crisis. Brand communicators cannot afford to engage in smear campaigns. Instead, they must focus on integrity, clear messaging, and long-term credibility.

 

So, what can brand communicators take from this moment? More importantly, what are the crisis principles we always follow – whether we’re managing a high-profile CEO’s reputation, responding to a social media firestorm, or guiding a company through a real-world crisis?

 

1. Prep & Proactiveness
The best crisis teams don’t just react – they anticipate. Even when a crisis isn’t imminent, they remain vigilant, preparing for potential risks. Surprisingly, many companies still lack a crisis plan, despite the reality that a single comment, incident, or aggrieved stakeholder can trigger a PR disaster.

 

2. Responsiveness
Timing is everything in crisis management. But as legendary basketball coach John Wooden wisely said: Be quick, but don’t hurry. Respond swiftly, but don’t rush to answer things you do not know yet. Identify the available facts. Engage and consult the appropriate stakeholders. Be transparent about what is known and commit to finding out more.

American Airlines’ response to its recent tragic collision is a strong example of this. By 11 p.m. on the night of the crash, CEO Robert Isom released a video statement expressing sympathy, sharing available facts, and outlining immediate priorities. Within hours, the company also deployed its CARE Team volunteers to support affected families and survivors.

 

3. Transparency Wins
In any crisis response, honesty will always serve you better than spin. Consumers and stakeholders don’t expect perfection, but they do expect the truth. Stick to the facts, even when they’re uncomfortable. Say what you know, acknowledge what you don’t, and communicate what you’re doing to figure it out. When companies attempt to bury or manipulate facts, the fallout is always worse. A crisis isn’t just a moment to manage – it’s a moment to prove who you are.

 

4. Lead with Humanity, Not Optics
Effective crisis response isn’t about crafting the perfect headline – it’s about putting people first. Employees. Customers. Partners. If your crisis response is driven by perception rather than genuine care, people will see right through it. The best crisis responses – whether from brands or individuals – lead with empathy, authenticity, and humility. Companies that acknowledge missteps, address concerns, and put their people first are the ones that earn trust in the long run.

A classic example of failure in this area is BP’s CEO Tony Hayward, who, during the Deepwater Horizon disaster, infamously stated, “I’d like my life back.” This tone-deaf remark erased any semblance of empathy and worsened public perception of the company, eventually leading to his ouster.

 

5. Act with Courage
In the heat of a crisis, indecision can often be just as damaging as the wrong decision. Playing it too cautious can signal weakness; acting recklessly can make things worse. True leadership in PR means standing by your choices with integrity. If you’ve done the work – considered the facts, consulted the right people, and prioritized the well-being of those impacted – then you should have the confidence to stand firm. That’s the kind of courage brand PR requires: standing by choices with integrity, even if they’re not universally applauded.

 

6. Advocacy – Leverage Supporters Outside of Your Walls
One of the most powerful tools in a crisis isn’t your own statement – it’s the voices of others who believe in your brand. We recently went through this with a client, whose supporters sought, in the moment, to speak with the media on their behalf. Mobilizing trusted advocates can lend credibility and perspective that goes beyond what the company itself can say.However, leveraging advocates requires balance. In some cases, it’s beneficial to have external supporters speak up immediately; in others, advocacy plays a more strategic role in long-term reputation recovery.

 

7. Accountability – Don’t Play the Blame Game
The best crisis communications focus on accountability and solutions rather than shifting blame. When companies start pointing fingers – whether at employees, external factors, or societal issues – it often backfires. Instead, own what you can control and focus on moving forward with integrity.

 

The Lively-Baldoni case serves as a reminder that not all brand management and crisis strategies are created equal. While celebrities often prioritize winning at all costs, brands must focus on long-term trust, relying on foresight, truth, and humanity to safeguard reputations.