The Hollywood Reporter published a report following a complaint by Alexa Nikolas about companies specializing in manipulating SEO strategies to influence public perception and defame Hollywood stars.
At the same time, Peter Comisar, associated with Toy Story 3, claimed that his reputation was damaged through similar methods to those described by Nikolas. Although the cases are different, both accounts point to similar tactics, such as the use of websites and coordinated narratives.
A third case has also emerged: publicist Stephanie Jones reported a network of anonymous websites operating with the same methodology described by Nikolas.
According to The Hollywood Reporter, figures such as influential music executive Scooter Braun and crisis publicist for Justin Baldoni, Melissa Nathan, have been linked to the situation.
Within this context, the most visible case is the dispute between Justin Baldoni and Blake Lively. The lawsuit suggests that these kinds of strategies may have been used in the conflict, although no definitive conclusions have been reached.
Although several figures have been mentioned and appear connected, it is suggested that this may only be “the tip of the iceberg,” as much remains to be investigated following the three complaints.