What PR Lessons Are We Learning From the Royal Saga?

Let’s be clear.

If we wanted to, we could probably write at least a PR-related blog every day on the topic of the royal family right now.

We could discuss the winners and losers from the Oprah interview.

We could talk about the pace and content of statements issued by the Palace vs the Sussexes.

We could dig into insensitive communications timing and the backdrop of a senior royal laying in hospital while blows were being exchanged.

We could even get into press intrusion and camera crews lining streets to capture Prince Philip’s hospital transit.

That’s all before we get further into the wider topic of ‘the media becoming the story’ and how the likes of Piers Morgan and Gayle King have ended up with their own PR issues out of recent weeks.

And then, a final and interesting gem in the world of PR…. ‘the caught off-guard comment’, and how Prince William decides to have his voice in an unexpected and unscripted scene on a royal visit.

So you see, it doesn’t take much to realise what a catalogue of PR insight opportunities have been created in the last month of our UK news agenda, all broadly associated with the Palace, the family, and their perception both here and overseas.

Here are 8 take-aways which we think are most pertinent, and which act as a useful reminder in the world of effective communication:

1 An end to ‘never complain, never explain’

This was always regarded as the Queen’s preferred mantra, but it would be sensible to consider that era is perhaps at an end. It was necessary for the Palace to issue a statement after the Oprah interview, and we might reasonably expect more communication from The Firm in ways we’ve not seen before.

Takeaway – No brand or business should ever think they’re big enough and important enough to get away with a ‘no comment’ approach.

2 Authenticity will continue to play centre stage in PR

Whichever side of the fence you fell on over the ‘big interview’, it did reinforce the reality that audiences want authentic delivery, and we love personal storytelling.

Takeaway – Humanising a story or an issue is key to any PR activity, and authentic reflections on issues such as racism, sexism, culture and mental health will be areas we’ll all anticipate hearing more of from every brand.

3 Know your audience. Campaigns may ultimately amplify existing opinion

Not all campaigns have the same impact on different audiences, so your PR tactics should always take into account who you want to influence or reach.

In the case of the Oprah interview, it’s like Gen Z will have had their initial views amplified by the airing of the programme, and likewise those who held strong views in favour of the monarchy.

Takeaway – Know your audience and anticipate varying reactions from different populations and personalities.

4 Never use a double negative when caught off guard

A big faux pas of William’s was to make the statement ‘we are definitely not a racist family’.

In media training we teach that a double negative simply plays back into the hands of the headline writers. You don’t want to be caught using the very word that a reporter has thrown at you, because the headlines will inevitably scream of you ‘being forced to deny’.

Takeaway – If you’re commenting back on an accusation or a particularly evocative word – avoid that word. Respond instead by flipping the narrative into the positive, such as ‘We’re a deeply empathetic family and clearly there are more conversations to be had’.

5 There’s a cause and effect to every story

Whatever your PR intention, ripple effects are guaranteed – and they’re not always the ones you first anticipate.

Some of the biggest headlines have been about the aftermath activity and how key personalities have responded.

Takeaway – Whenever you start a new PR campaign or activity, take time to think who will be affected, how, and what you might need to have in place to respond in good order.

6 Crisis, What Crisis? (and is it ok to handle a PR crisis internally?)

While the Palace statement might initially have looked like an appropriate one, it’s left many questioning the idea that such huge issues will only be discussed internally and not a matter for more public dialogue in due course.

At certain levels, it’s time for a crisis to have a public response and for your audience to see how you appropriately responded.

Takeaway – Crisis communications doesn’t mean keeping a crisis hidden, or doing the least you possibly can behind closed doors. Your audience expects more.

7 Never underestimate the citizen journalist

Even without the strong opinions of broadcasters and columnists, the voice of the nation about the Oprah airing and the monarchy generally, has been seen plainly across social media.

In fact, much of social media’s dialogue these days helps inform how reporters address and reflect a story.

Takeaway – The citizen journalist has a very real and powerful voice. Your communication activity is so much more than managing the press and broadcast crews.

8 Undoing PR harm is the stuff of strategy, not knee-jerk

Was Kate’s personal visit to the London vigil last weekend entirely independent, or was it a deliberate attempt to show that the Palace does not ‘stifle’ members of the family?

Was William’s comment in a school playground ill-judged, or the like of which we’ll all be keen to see more of in the months ahead?

Has the Palace begun to strategise the road ahead for coming beyond this media storm, or is it in danger of adhoc incidents which don’t truly help the narrative?

Takeaway - Responding to a PR crisis or upset of any kind needs careful thought and a robust and measured strategy.