Publicity is not about neatly packaged campaigns — it's about expertly navigating constant change. Campaigns have to evolve to keep up with audiences' interest and algorithms constantly change, shifting strategies focus for success. For PR pros, this demands adaptability and foresight.
In Part One of this Q&A, Shannon Henning, Managing Director at PR Worx, shared her approach to crisis communications, client support and managing sensitive publicity situations.
In this second installment, Henning explains the broader aspects of public relations that sustain success beyond immediate crises. She considers how the industry has evolved and what skills set professionals apart.
For readers who missed Part One, you can catch up on it here.
You have led campaigns that have won top industry awards — in your opinion, what makes a campaign successful?
For me, it's strategy, accuracy, speed and soul. In a crisis, those are non-negotiable. A successful campaign connects a clear objective with decisive action, executed within hours, built on hard evidence, and told through human-led storytelling. Those are the campaigns that stop reputational damage in its tracks and generate measurable results.
Outside of crisis, the most successful campaigns resonate. They solve a real need, answer "what's in it for me?", and add genuine value. The ones people talk about at the dinner table are the ones that win. Strategy, accuracy, speed and soul aren't just ideals, they're tested, award-winning practice.
How do you keep a long-term publicity campaign fresh without losing its core message?
Freshness comes from evolution, not reinvention. The core message must remain consistent, but the expression adapts to cultural moments, audience shifts and new platforms. A campaign that resonates on day one can't look the same six months later.
We build campaigns that invite interaction rather than just attention.
When audiences see themselves reflected in the story or play a part in shaping it, the campaign stays alive. User-generated content, new perspectives, or tapping into cultural trends keeps it relevant.
The best long-term campaigns feel alive - evolving while never losing sight of their original purpose.
Having been with PR Worx for 15 years, what major shifts have you seen in the publicity landscape?
Fifteen years ago, PR was linear. You understood someone through a still photo or a single interview, often missed and never replayed. Today, PR lets audiences see, hear and engage directly with the person behind the brand. The shift is profound: once a story was fixed, now you can present your own face, voice and truth in real time.
The biggest shift, though, is social media. As much as I'm not its biggest fan, because it allows unverified information to spread dangerously fast, it has also become a tool for rapid dissemination of accurate information when handled correctly. It has made agility and multi-channel strategy essential.
How do you approach media relationships to ensure trust is built and maintained over time?
Trust is built through accuracy, responsiveness, and respect for deadlines. Over the years, we've become a go-to source, because outlets know our material is credible and ready to use. In pressure situations, many publish our content verbatim because they trust its accuracy.
Relationships, though, are personal. I still believe one of the strongest tools is picking up the phone. Checking in with journalists, asking how they are, or offering help builds a rapport that lasts years.
Respecting relevance is also key. Journalists are bombarded with content, so sending them irrelevant stories only frustrates them. Long-term trust is built on delivering material that matters to their beat and audience.
The relationships that last are the ones rooted in give-and-take, not one-way asks. That trust is earned, not demanded.
In your experience, what is the most underestimated skill a publicity professional should have?
Versatility. The willingness to do everything, even outside your immediate role, is what sets professionals apart. Early in my career, I put my hand up for every task, from writing press releases to client liaison to strategy. That breadth of experience became the foundation that allowed me to specialise later.
I tell younger professionals, "First become a jack of all trades, then specialise". Versatility gives you empathy, perspective and agility. Specialisation makes you an expert. Together, they turn a good communicator into an exceptional one.
Looking ahead, what emerging challenges do you think will shape the future of publicity?
The rise of AI-driven misinformation will make rapid, credible responses more critical. Some say PR will fade with AI, but I disagree. While AI may help with analysis or drafting, the future of publicity sits firmly in the human element.
AI cannot replicate empathy, intuition, or trust. Nor can it replace the relationships built over years with journalists and editors. For example, AI cannot manage a breaking crisis with the sensitivity and nuance required to protect reputations.
The future belongs to agencies that combine technology's efficiencies with the authenticity, strategy and emotional intelligence that only humans bring.
Technology may draft, but only humans can deliver trust.
Did you find this Q&A insightful? Let us know in the comments section below.
*Image courtesy of Canva and Contributor