Strategic judgement for communications that carry consequence
Senior external counsel for organisations and agencies in complex, sensitive and regulated environments.
I’m Shani Shaker. I provide senior, independent communications judgement at moments where narrative decisions carry reputational, regulatory or commercial risk. I am brought in before execution, when direction, risk calibration & narrative discipline matter more than output. My role is to help leaders and agencies make confident, defensible decisions that will stand up to scrutiny.
My judgement is grounded in over 25 years of senior, accountable leadership inside global PR agencies, where I carried responsibility for execution, outcomes and reputational risk.
Having held senior roles both in-house and within global PR agencies including Edelman, Ketchum, Golin, Hill+Knowlton, FleishmanHillard, Bupa and Subway, I bring deep experience operating inside complex, regulated and high-trust environments.
I have worked on the agency side and within organisations where communications decisions carry direct reputational, regulatory and commercial consequence, and where judgement must stand up internally as well as publicly.
When I’m brought in
- Ambiguous briefs where the wrong narrative choice carries long-term risk.
- Leadership teams needing independent judgement on high-stakes communications decisions.
- Agencies requiring senior narrative counsel to support complex client work.
- Health, science and regulated communications where credibility and compliance are critical.
- Situations where trust, reputation and long-term impact outweigh short-term visibility.
Who I work with
- PR and creative agencies needing senior strategic judgement without delivery overlap.
- Agency leadership teams seeking external challenge and narrative discipline.
- Health, med-tech, food, nutrition and other regulated organisations.
- Founders and senior in-house teams operating under scrutiny or uncertainty.
How engagements work
- Advisory, flexible and senior-led. I work directly with leadership teams and senior communications professionals to support judgement, decision-making and narrative direction at moments of complexity or risk.
- Based in the Lake District. Working UK-wide and internationally.
What I do not provide
- Press office or campaign management.
Why Work With Me
Senior support when it matters
- Senior-level strategic support, available when narrative decisions carry consequence. I step in quickly to provide independent judgement, clarity and decision support without lengthy onboarding or operational dependency.
- Engagements are designed to be flexible, allowing leaders and agencies to access experienced counsel when scrutiny is high or direction is unclear.
High-Scrutiny Contexts. Proven Judgement
- Over 25 years in senior roles at global communications agencies including Edelman, Ketchum, Hill+Knowlton and Golin.
- Deep experience operating within regulated, high-trust environments.
- Trusted adviser to leadership teams across health, food, nutrition and other regulated sectors, supporting decisions that must stand up to regulatory, stakeholder and public scrutiny.
Advisory
Strategic Judgement & Decision Support
Independent counsel for leaders and agencies navigating ambiguity, scrutiny or high-stakes decisions. Focused on clarifying options, testing assumptions and supporting sound judgement before execution.
Narrative Direction & Positioning
Definition of core narrative, framing and tone at the decision stage. Ensuring communications are credible, defensible and aligned with organisational risk appetite.
Issues, Risk & Reputation
Interpretation of reputational risk, stakeholder dynamics and policy context. Guidance on communication choices under pressure or heightened scrutiny.
Health, Science & Regulated Communications
Strategic interpretation of complex clinical, scientific and regulatory material to inform clear narrative decisions in high-trust sectors.
Behaviour Change & Trust
Advisory input grounded in behavioural insight where belief, confidence and action are critical to long-term outcomes.
Embedded Senior Agency Support
Senior strategic cover for agencies requiring experienced external judgement, without delivery overlap or operational dependency.
Clients
Trusted by leadership teams and senior communications professionals including:
Bupa, Bayer, J&J, P&G, Unilever, Seven Seas, BioCare, LightForce Therapy Lasers, Medista, Patrick Holford, HRA Pharma, Subway, Greggs, British Soft Drinks Association, Irish Food Board, European Fruit Juice Association, Starbucks, Mars, Nestlé and more.
"Having worked with Shani at one of the biggest health communications agencies in the UK, I can highly recommend her as a strategic partner. As a qualified nutritionist with over 25 years’ experience in healthcare communications, Shani brings a rare blend of scientific credibility and strategic thinking. In an AI-saturated world, her ability to inject meaning, judgement and intent is invaluable. If you’re looking for a seasoned communicator who understands health, audience psychology, and the power of words, you won’t find better."
Amy Greenwood, Director, Stirred
“Shani is an absolute pleasure to work with. Her strategic thinking is strong and clearly grounded in experience. She consistently delivers high-quality solutions and is a trusted senior presence.”
Robert Goldsmith, CEO & Founder Spinnaker
"Shani and I have worked together since 2015 and it’s always been a pleasure. Her attention to detail and clarity of communication make every project smooth and successful.”
Matt Poole, Head of Consumer, Censuswide
Get in Touch
For senior advisory enquiries
Email: shani@inkandinfluence.co.uk
LinkedIn: linkedin.com/in/shanishaker