Blake Lively Faces Alleged Smear Campaign by PR Firm Linked to HYBE

Blake Lively is reportedly the target of a smear campaign orchestrated by TAG PR, a public relations firm linked to the South Korean entertainment conglomerate HYBE and music executive Scooter Braun. This campaign allegedly follows a troubling pattern, as HYBE and its affiliates have been involved in various disputes related to the K-pop group NewJeans and its former management.

According to multiple reports, posts on social media platform X indicate that a website associated with TAG PR encouraged negative attacks against Lively while attempting to engage fan communities. The firm is also accused of targeting sensitive cultural and religious groups, including supporters of Israel. Legal documents filed by Lively suggest that TAG PR is behind what she describes as an “organized takedown” of her reputation.

TAG PR, also known as The Agency Group, is a US-based crisis management firm led by Melissa Nathan. In 2024, HYBE America, the US branch of the entertainment giant responsible for global acts such as BTS, acquired a controlling stake in TAG PR for approximately £20 million ($25 million). This acquisition raised eyebrows among fans and industry analysts, given the firm’s contentious client list and its ties to Braun, who is known for managing high-profile artists and has faced public scrutiny in the past.

In Lively’s legal complaint, she cites texts and internal communications among PR insiders as evidence of a coordinated effort to undermine her credibility during ongoing sexual harassment proceedings. Her team claims that representatives for Andrew Baldoni, another key figure in this situation, are crafting narratives intended to damage her public image.

Baldoni’s representatives have vehemently denied these allegations, labeling them as false and defamatory. The alleged smear campaign by TAG PR appears to extend beyond Lively and Baldoni, with claims of the firm’s involvement in other controversial actions tied to HYBE’s interests internationally.

One notable case involves Min Hee-jin, the former CEO of HYBE sub-label ADOR, who has initiated her own legal battles against TAG PR. Hee-jin has accused the firm of running malicious websites and generating media content aimed at discrediting her work with NewJeans. Legal complaints assert that a website linked to TAG PR published derogatory information about Hee-jin, including disparaging comments about the group’s fanbase on social media.

The internal conflict surrounding Hee-jin began when HYBE accused her of overstepping her authority at ADOR, the label managing NewJeans. This dispute escalated publicly as Hee-jin and the group voiced concerns over alleged mismanagement and attempts to control their creative direction.

Lively’s case presents a different angle, suggesting that the smear campaign is primarily external, allegedly orchestrated by TAG PR and potentially involving Baldoni’s team. Reports indicate that the campaign aimed to publicly discredit Lively ahead of her upcoming trial, employing social media and public relations tactics to damage her reputation.

The campaign reportedly manipulated fan communities, leveraging them to launch online attacks against both Lively and Hee-jin. Additionally, the tactics involved weaponizing sensitive cultural and religious identities to amplify the smear, raising ethical concerns regarding the methods employed by TAG PR.

As the situation unfolds, the implications of this ongoing conflict extend beyond individual reputations, raising questions about the accountability of PR firms and the impact of corporate influence in public discourse. With legal actions underway, both Lively and Hee-jin seek to navigate the turbulent waters created by these alleged smear campaigns.