The Indonesian entertainment industry has grown rapidly, especially with youth-oriented soap operas that reflect contemporary social issues. One of the most prominent examples is Asmara Gen Z, starring Aqeela Calista, which has gained significant popularity and won several awards, yet also attracted negative public responses due to her portrayal of an antagonistic character. This situation highlights the reputational risks faced by young actors in the digital era, where audiences often conflate fictional roles with personal identity. The purpose of this study is to analyze the role of Public Relations (PR) in managing Aqeela Calista’s professional image amid negative public sentiment. Using a qualitative descriptive approach and case study method, data were collected through in-depth interviews, documentation, and social media observation, then analyzed thematically. The findings reveal that PR strategies include issue monitoring, media relations, image building, character-role separation, and crisis communication based on SCCT and image repair theory. These strategies proved effective, as negative sentiment remained limited to social media comments, mainstream media continued to highlight Aqeela’s achievements, positive engagement from fans increased, and her professional image was strengthened. The study concludes that effective PR management can transform negative issues into evidence of acting quality, and recommends enhancing media literacy, strengthening positive content strategies, and developing continuous monitoring systems to sustain reputation in the entertainment industry.