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Like many others, I absolutely love the British Royal Family. Even here in America, following their triumphs, hopes, dreams and challenges is a part of my regular media diet. I read the stories, watch interviews and feel somehow connected with the royals on a personal level. As a PR professional, however, I glean deeper insights into the tactics being used to address scandals and crises within the Royal Family.
When working on a crisis communications plan, the goal is typically to overcome detrimental situations that can damage a person’s or company’s reputation. Hold on to your fascinators — here are a few lessons we can all learn from watching the Royal Family navigate the waters of crisis communication.
Less Is More
When Prince Harry and Duchess Meghan of Sussex were about to get married, her father caused quite a ruckus, giving interviews and providing photos to the tabloids. He also gave two reasons for why he was not attending the wedding — one being that he was uninvited due to his engagement with the tabloids, and the other being that he was scheduled for heart surgery. The duchess released a short statement wishing her father well during his surgery and refrained from addressing the rest of the situation.
Sometimes in PR, less is more. There’s nothing to be gained from a brand engaging in he said/she said arguments, especially under the public’s watchful eye. Address what you can, but don’t get dragged down into petty arguments. Often the best course of action for brands is to take a moment to create a comprehensive and well-thought-out statement about whatever the crisis may be, and then be done.
Take The High Road
Most everyone is familiar with the tragic death of Princess Diana. Her passing was shocking and left a huge hole in the hearts of not just the British people, but people from all walks of life around the globe. Even though she was no longer married to Prince Charles, she was still given a royal ceremonial funeral, including a pass-through at Buckingham Palace and having her coffin be accompanied by the Queen’s Welsh Guards. This was the right move, and, arguably, any other course of action would have been met with criticism and backlash.
I tell my clients that they’ll never regret taking the high road. It’s always best for the business and for the brand’s reputation to do the right thing — even if it will cost the brand money, and even if the brand feels it isn’t totally at fault. Customers are looking for a solution to the crisis, and the best way to address their concerns is typically to take the high road and take care of business.
Just The Facts
As we’ve seen with many public figures, the Royals are subject to gossip, rumors and having their lives seen as fuel for tabloids. One such rumor published by In Touch Weekly magazine asserted that Prince William was cheating on his wife, Duchess Catherine of Cambridge. Prince William had his lawyer release a letter saying, “In addition to being false and highly damaging, the publication of false speculation in respect of our clients’ private life also constitutes a breach of his privacy pursuant to Article 8 of the European Convention to Human Rights.” Here the lawyer simply states that the rumor isn’t true and uses a legal document to back up his statement that the rumor is a breach of Prince William’s privacy.
Whenever possible during a crisis, it’s ideal to use facts and policy to support your stance. Any information to demonstrate that the brand followed the procedures, policies and regulations that apply to the situation should be included when addressing your statement. While this won’t totally avert the crisis, it can show that the brand was working in good faith and operating above the line.
Be Honest And Relatable
I am constantly talking to my clients about authenticity and being relatable. It’s a fine line to walk because you don’t want to overshare, but you also don’t want to be perceived as untrustworthy or fake, especially when addressing a crisis.
When pressed about the rumored tensions between himself and his brother, Prince William, Prince Harry said, “Inevitably stuff happens. But we’re brothers, we’ll always be brothers. We’re certainly on different paths at the moment. I’ll always be there for him and as I know, he’ll always be there for me … The majority of stuff is created out of nothing. As brothers, we have good days and we have bad days.”
That statement is incredibly relatable, especially to those of us with siblings, close cousins or childhood friends. You may not always see eye to eye, and the other person may sometimes make you frustrated, but at the end of the day, you still love them and cherish their presence in your life.
This was an excellent response. It didn’t go into the nitty-gritty of specific conversations or issues (so, no overshare here), but it was authentic, making Prince Harry and the entire situation completely relatable.
Brands also need to be honest and relatable. An easy way to accomplish this is to stay away from things like “marketing speak” when addressing your consumers. In a crisis, the best bet for brands is to be truthful and open. If you make it clear you are a brand doing its best to correct the situation, your customers will usually understand. However, a brand that isn’t truthful will only dig itself a deeper hole.
Poised For Success
Handling a crisis is delicate work. Creating a crisis communications plan that addresses the situation and that helps repair the person’s or company’s reputation while also being authentic can be a challenge. Taking these lessons from the Royal Family can help. Their lives and actions are constantly under the microscope of media attention and subject to public opinion. Pulling a few best practices from their playbook can help anyone successfully make it through a crisis with grace.
