Justin Baldoni hires PR crisis manager amid rumored tension with Blake Lively on It Ends With Us set

Justin Baldoni has reportedly sought the expertise of veteran PR crisis manager Melissa Nathan due to rumors of tension with the "It Ends With Us" cast, including co-star Blake Lively.

The actor and director has recently enlisted Nathan’s firm, The Agency Group, which is known for its expertise in communications, reputation management, and personal publicity, according to a confirmation by the Hollywood Reporter on Tuesday.

This news emerges amidst online chatter about a possible rift between Baldoni and Lively, fueled by his absence from several cast press events and group photos.

Sources previously informed Page Six that the two didn’t quite get along on set, with the director reportedly making the "Gossip Girl" star feel "uncomfortable" during the filming process.

The two actors lead in the film adaptation of Colleen Hoover’s 2016 novel, which centers on a toxic and abusive relationship.

An industry insider told Page Six that Baldoni created an "extremely difficult" atmosphere for the entire cast.

“It’s not just Blake,” an industry source said. “None of the cast enjoyed working with Justin. …They certainly didn’t talk to him at the premiere.”

Sources informed the Hollywood Reporter that Baldoni, 40, and Lively, 36, had disagreements during the post-production phase after the actress requested “Deadpool & Wolverine” editor Shane Reid to create a version of the film.

However, it remains unclear whether Reid’s version was used in the final cut, which credits editors Oona Flaherty and Robb Sullivan.

A studio insider also told Page Six on Tuesday, “As a producer, Blake was given the opportunity to provide edits and feedback to the film. It’s completely normal for there to be multiple edits of a film."

“Sony went with the cut they deemed to be the best, and that was a cut that included Blake’s edits, and all parties were on board.”