Blake Lively has reportedly found herself at the center of a startling new controversy—one that stretches far beyond Hollywood and into the high-stakes world of global entertainment PR. According to multiple industry insiders and mounting online allegations, the actress is said to be the target of an aggressive smear campaign allegedly linked to TAG PR, a crisis-management firm with reported ties to HYBE and music executive Scooter Braun.
Social media users on X have been closely tracking the situation, pointing to a website allegedly connected to TAG PR that they claim has been amplifying negative narratives about Lively. Critics accuse the firm of attempting to rile up fan communities and weaponize online discourse, with some alleging the campaign mirrors tactics previously used during disputes involving K-pop powerhouse NewJeans and their former management. Even more troubling, the firm has been accused by online commentators of exploiting sensitive cultural and religious groups to intensify backlash.
TAG PR, also known as The Agency Group, is led by Melissa Nathan and operates as a U.S.-based crisis and reputation management firm. The company drew industry-wide attention in 2024 when HYBE America—the U.S. arm of the South Korean entertainment giant behind BTS—acquired a controlling stake for a reported $25 million. The acquisition immediately raised eyebrows, given TAG PR’s reputation for handling high-profile, often controversial situations behind the scenes.
Scooter Braun’s name has also surfaced amid the scrutiny. As CEO of HYBE America and one of the most influential figures in modern pop music, Braun is no stranger to public controversy, having previously represented Johnny Depp during his 2022 defamation trial and famously clashed with Taylor Swift over her masters. While Braun has not been directly accused of orchestrating the alleged campaign, critics argue the overlap in business relationships has fueled suspicions.
According to reports, Lively’s legal team has submitted what they describe as extensive internal messages and communications among PR insiders. These materials allegedly point to a coordinated effort to damage her credibility ahead of a sexual harassment case involving Justin Baldoni. Lively’s camp claims the narratives were strategically designed to undermine her public image before and during legal proceedings. Baldoni’s representatives, however, have forcefully denied the accusations, calling them unfounded and defamatory.
The allegations don’t stop with Lively. TAG PR has also been accused of employing similar tactics in disputes tied to HYBE’s internal conflicts, most notably involving Min Hee-jin, the former CEO of HYBE sub-label ADOR. Min has publicly claimed the firm was involved in running malicious websites and circulating damaging media aimed at discrediting her and the globally successful group NewJeans. She alleges that online platforms linked to TAG PR posted disparaging content about both her and the group’s fanbase. TAG PR has denied all wrongdoing.
The contrast between the two controversies is striking. The NewJeans dispute stemmed from an internal power struggle, with HYBE accusing Min of exceeding her authority and Min firing back with claims of mismanagement and creative suppression. Lively’s situation, by comparison, is described by insiders as an external PR assault—one allegedly intended to sway public perception ahead of a sensitive legal battle.
What connects the two cases, critics argue, is a pattern of aggressive narrative control, online manipulation, and fan-driven amplification. As scrutiny intensifies, questions are growing about how far crisis-management firms are willing to go—and who ultimately benefits when reputations become collateral damage.
