As every PR knows, crises are inevitable — even those most prepared face moments of sudden scrutiny. media update's Venelize de Lange spoke to Shannon Henning about how she navigates high-stakes publicity and effectively leads narratives under pressure.
In a world where news travels instantly, reputations can change in a matter of minutes. That is why publicity professionals face the challenge of responding quickly while staying accurate, strategic and mindful of the people involved.
Few understand this better than Shannon Henning, the recently appointed Managing Director at PR Worx.
Henning has spent over a decade handling high-stakes publicity and crisis communications across diverse industries. With experience in preparing clients for potential media scrutiny, managing unexpected developments and shaping how narratives are perceived, she knows how to lead under pressure.
In this Q&A, Henning offers a behind-the-scenes look into the discipline, explaining why foresight and humanity are essential in shaping how stories unfold.
Having handled crisis communications for high-profile clients, what is the first step you take when a client story breaks unexpectedly?
The first step is always rapid fact-finding before acting.
In a crisis, speed matters, but accuracy matters more.
We gather the full truth directly from the client, confirm it through reliable sources, review any documentary proof and assess both the corporate and human impact.
At the same time, we reassure the client that this is not the end. Even in the most damaging scenarios, we make it clear that our role is to push for the most favourable and realistic outcome possible.
It may not always be the exact result the client initially desires, but it will be the best achievable outcome — and that reassurance helps clients find their footing in those overwhelming first hours.
When clients have legal representation, we work closely alongside them. Where they don't, we lead from a reputational and media law perspective. This approach ensures every crisis response is strategically sound, legally watertight where required and always focused on safeguarding reputations.
In an era of instant news, how do you prepare clients for the speed and scrutiny of modern publicity?
For ongoing clients, we work to ensure they are "crisis-ready", well before anything happens. That begins with developing detailed crisis strategy documents where we anticipate potential scenarios, identify possible negative stories that could break and pre-plan messaging and response strategies well in advance.
This foresight is especially important for clients with reputational sensitivities or those facing heightened media scrutiny.
From there, we create pre-approved key messages, conduct media training for authentic delivery, and set up rapid-activation workflows so we can deploy across broadcast, print, and social media within minutes — not hours.
Leadership means showing up before you're asked to; the same applies to publicity.
If you build systems, discipline, and trust early, you can step into high-pressure moments with calm confidence.
Of course, not every client comes to us in advance. Sometimes we get the call from a company or individual we've never worked with before, and the crisis is already breaking. In those cases, we begin with an immediate kick-off meeting to understand the facts, establish the risks and prepare a quick-turnaround Q&A.
We then move into a rapid-fire simulation process: coaching body language, tone and delivery, scripting key responses and stress-testing the client with the tough questions they're likely to face.
Whether it's a long-term client with pre-planned documentation or a brand new client in the heat of a breaking crisis, the goal is the same: to stabilise the situation quickly and give them the tools and confidence to face scrutiny.
How can publicity teams maintain control of a narrative once it is out in the public domain?
You can't fully control a narrative, but you can lead it. We focus on delivering accurate, compelling information consistently across multiple channels, including traditional media, digital platforms, influencers and owned content.
At PR Worx, we believe that a video-first strategy often works best, letting the public see and hear the client in their own words, backed by credible evidence. Consistency builds trust.
We also address situations openly and transparently by preparing comprehensive answers in advance - dossiers, media statements, interviews, or video content. By anticipating tough questions and addressing them head-on in our first round of communication, we prevent a second wave of speculation or scrutiny.
This is how we achieved over 90% message adoption across hundreds of media pieces.
In short, the best way to lead a narrative is to answer everything upfront, on your own terms, before others can shape it for you.
In high-pressure publicity scenarios, how do you decide when to engage the media and when to hold back?
We evaluate whether engagement will clarify and protect, or whether it risks escalation.
At PR Worx, our policy is clear: not all negative media needs a response. If a crisis appears only on fringe or irrelevant sources, we leave it — we're not going to fuel a fire unnecessarily. But if the story breaks on a reputable outlet, an industry platform, or a credible media house, then we step in decisively.
Social platforms require even greater caution. For example, if something breaks on X, we generally avoid engaging directly. X is the fastest way for a crisis to spiral, as it allows fires to grow rapidly when fuelled by accounts with agendas.
Instead, we release our statements and updates through reputable channels, which journalists then amplify on X. This ensures our version of events gains traction without us feeding an uncontrolled back-and-forth.
Speed is essential, and we are the first to respond. Other times, restraint is a strategy of power. Knowing when to engage and when to step back preserves dignity, avoids overexposure and secures the most favourable outcome.
What role does empathy play in effective publicity, especially when managing sensitive stories?
Empathy is non-negotiable. Effective crisis management means protecting the human being as much as the brand. We always consider the personal cost — from a family's distress to the client's emotional wellbeing — and ensure our tone and strategy reflect that.
People relate to people. Audiences empathise when they see authenticity. That's why transparency is vital. If a mistake has been made, owning up to it is essential.
Empathy and honesty turn what could be a purely negative moment into an opportunity to connect meaningfully with the public.
Did you find this Q&A insightful? Let us know in the comments section below.
*Image courtesy of Canva and Contributor