As the furor over Megyn Kelly's upcoming interview with conspiracy theorist Alex Jones continued to broil online, NBC execs are reportedly panicking over the negative publicity.

They spent the whole of Monday in crisis meetings to work out how to handle the backlash from parents angry that Kelly has given a platform for Jones' ludicrous claims - including that the Sandy Hook shootings were faked.

'It's a s**tshow,' a source told Page Six. 'No one wants to withstand a whole week of criticism over this. There are a number of people who want to pull the interview.'

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Insiders say NBC executives have been in panic mode all Monday after a backlash at Megyn Kelly's interview with Alex Jones (both pictured) which will air on NBC News on Sunday

Kelly pressed Jones on his claims that the Sandy Hook shootings were faked. Bereaved mom Nelba Marquez-Greene (seen center in 2014) took Kelly to task online, sparking a furor

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Kelly's woes began when she tweeted a clip of the interview in which she presses Jones about his claims that Sandy Hook was a 'false flag' government operation.

The mother of one of the children killed in the 2012 shooting took Kelly to task, asking why she was giving publicity to Jones; Chelsea Clinton soon joined in.

And then JP Morgan Chase dropped its advertising from all NBC shows until after the interview's proposed airing date, on Father's Day, and things got serious, Page Six said.

However, another insider told Page Six that NBC had hoped for some kind of controversy in order to promote the channel.

'No one expected sponsors to pull out, but this is why they hired Megyn,' the source claimed. 'They expect to lose and gain viewers and they want the buzz.'

And a third insider said despite 'a lot of confusion,' NBC does not plan to pull the interview now - a claim that NBC News chairman Andy Lack was also heard making on Tuesday at the Mirror Awards.

Kelly was also present at the awards - which were perhaps a small bright spot for the presenter, who was told that day she had been dropped by Sandy Hook Promise.

She had been expecting to host the fundraising gala for the charitable organization in Washington, DC on Wednesday.

But the organization said in a statement: 'Sandy Hook Promise cannot support the decision by Megyn or NBC to give any form of voice or platform to Alex Jones and have asked Megyn Kelly to step down as our Promise Champion Gala host.

NBC has decided that it will air the interview, insiders claim, but they have lost advertiser JP Morgan Chase for the week; it has pulled all its ads until after the interview airs

Kelly responded to the statement saying she did 'understand and respect' the decision but that she was 'disappointed'.

'I find Alex Jones's suggestion that Sandy Hook was "a hoax" as personally revolting as every other rational person does,' she said.

'It left me, and many other Americans, asking the very question that prompted this interview: how does Jones, who traffics in these outrageous conspiracy theories, have the respect of the president of the United States and a growing audience of millions?

'President Trump, by praising and citing him, appearing on his show, and giving him White House press credentials, has helped elevate Jones, to the alarm of many.

NBC News chairman Andy Lack was heard at the Mirror Awards on Tuesday saying the show would go ahead (Lack is seen left at the Mirror Awards with Kelly and Tom Brokaw)

'Our goal in sitting down with him was to shine a light - as journalists are supposed to do - on this influential figure, and yes - to discuss the considerable falsehoods he has promoted with near impunity.'

Jones, who hosts the online 'news' site InfoWars, had initially said that the children killed at Sandy Hook were slain by government agents who wanted to restrict gun laws.

He then modified that claim to say the Sandy Hook shootings never happened and that the dead children were actors.

On Monday, he changed that stance yet again, telling InfoWars' listeners that he now believes Sandy Hook did happen, and that children died there.

He claimed that his remarks to that effect had been edited from the promotional clip, and added: 'I'm tired of being misrepresented.'

After Kelly shared the two-minute clip of her and Jones, in which she challenges him about the claims, then slaps him down twice for evading the question, bereaved mom Nelba Marquez-Greene took her to task.

Marquez-Greene, who lost her six-year-old daughter Ana in the shooting, posted a school photo of her deceased daughter.

'Here you go @MegynKelly - her name is Ana Grace Márquez-Greene. Say her name- stare at this & tell me it's worth it,' she wrote.

She also posted a message she had been sent by one of those taken in by Jones' claim, who asked her: 'Did Ana really die? Everyone knows SandyHook is SandyHoax. Did you sell her into a Child-trafficking ring?'

Marquez-Greene posted a photo of her daughter Ana, 6, who was slain in the Sandy Hook massacre, challenging Kelly to 'stare at this & tell me it's worth it'

That the government faked deaths at 'Sandy Hook' isn't the only absurd conspiracy Jones has come up with.

In 2012, in the wake of the Aurora cinema massacre that saw 12 killed and 70 injured when a gunman opened fire during a screening of The Dark Knight, Jones claimed it was a 'false flag'.

'If you look at the full spectrum of information unfolding right now, 100 per cent chance that the mass murder committed in the suburb of Denver, Colorado, right next to Littleton and Columbine was a false flag mind control event.'

He even blamed President Obama for being behind a series of deadly tornadoes in Oklahoma back in 2013 that claimed the lives of over 30 people.