Full disclosure should be a priority when communicating about a crisis or controversy, especially for people who are in the public spotlight. But this crisis communication best practice was not followed by the British royal family in the days leading up to today’s disclosure by Catherine, Princess of Wales, that she is being treated for cancer.
“Kensington Palace had urged the public to respect the privacy of Catherine as she recovered from a major abdominal surgery in January, but as the days drew into weeks, the rumor mill swirled—with conspiracy theories growing deeper and wilder—about what had been keeping such a prominent member of the royal family out of view,” the New York Times reported.
“The type of cancer has not been disclosed. According to Kensington Palace, Kate started a course of preventative chemotherapy in late February,” according to ABC News.
Sympathy And Credibility
Coming in the wake of the news earlier this month that Catherine doctored two images that were distributed to news organizations, her belated admission on Friday has created concern and sympathy for her and her family.
Whether that will be enough to help close Catherine’s credibility gap remains to be seen. And although she asked for privacy for her and her family today in a video message, her request may not be honored by a historically prying British press and social media
“It all comes down to transparent connection,” Ellen Hudson O’Brien, founder and chief strategist of Hudsons Media, said via email.
“The British royal family’s philosophy of ‘never complain, never explain’ can’t outrun or outwit a culture with instant access to information. It can’t fool a world yearning for the authentic human connection we’re losing every day,” she commented.
The need for full and immediate disclosure can be a harsh penalty to pay for well-known individuals who prefer that their privacy and confidential information are maintained. But the unfortunate reality is that the longer that disclosure is delayed, the more likely it is that people and companies will be accused—rightly or wrongly—for hiding or covering up the truth.
Not The First Time
This is not the first time that a public figure had preferred privacy over disclosure.
In the US, Defense Secretary Lloyd Austin was called to testify before a congressional hearing to explain why he did not immediately notify President Joe Biden and the public about his hospitalization for prostrate cancer.
Creating A Larger Chasm
Catherine’s health crisis from “January through today has not been handled well,Kelli Bloomquist CEO at Kelli Bloomquist Media, said via email.” The lack of information provided by the royal family’s PR team created an even larger chasm in public trust and negative sentiment.”
The failure to immediately and fully disclosure information “also provided opportunities for individuals, news media, and even social media to continue to bring up past wrongdoings within the family, including infidelity, and bring it back into trending conversation,” she observed
A Departure From Transparency
“Even after childbirth, [the] royals have historically made swift appearances for photo opportunities. On top of that, when we consider that updates on King Charles’ hospitalization and cancer diagnosis as well as announcements preceding the Queen’s passing which were promptly shared with the public, it makes this silence more suspicious,” Lauren Stralo, a public relations Supervsor at LevLane Advertising, said in an emailed message.
“This departure from ‘ transparency’ by the Palace only deepens public mistrust. When an institution like the palace suddenly cloaks itself in secrecy, it naturally invites speculation about hidden agendas,” she noted.
Consequences And Priorities
“Business leaders must find ways to connect with those they serve, share their authentic selves, and admit when they’re facing headwinds, or risk losing irreplaceable trust,” O’Brien of Hudsons Media pointed out.
When responding to a crisis or controversy, corporate executives and their staff should not conceal or play down information that can be important for the public in understanding the situation. Indeed, the longer organizations wait to tell the full story, the worse things can get for their image, credibility, and reputation.
“In times of crisis or sensitive disclosure, transparency should be prioritized to maintain trust and credibility with the public. Open communication about challenges or setbacks helps to mitigate speculation and give a sense of authenticity,” Rebecca May, a public relations expert and founder of RM Publicity, said via email.
“Addressing speculation head-on can help to control the narrative and prevent misinformation from spreading. By acknowledging and responding to concerns promptly, organizations or high profile people can demonstrate their commitment to accountability and proactive communication,” she concluded.