Behind the Royal Words: A Crisis Communication Expert’s Take on the Video Statement
After weeks of misinformation about Princess Kate’s health and well-being, the public finally learned the truth.
In a video statement released by Kensington Palace last Friday, the princess herself revealed she was diagnosed with cancer and is in the early stages of treatment. The video signaled a dramatic shift in royal PR tactics. By having the princess address the rumors herself, it marked a shift toward transparency.
Choosing Between Secrecy and Transparency: The Palace’s Dilemma
Before the revelation of Princess Kate’s major abdominal surgery in January, the palace faced a tough choice. Should they hide or reveal the details? Their carefully worded initial statement hinted at the choice. Phrases like “The Princess of Wales appreciates the interest this statement will generate,” and “she hopes the public will understand her desire to maintain normality for her children,” suggested a PR strategy that leaned towards discretion. This left an obvious tactic on the table for managing the public’s curiosity – spin.
The Consequence of Silence
Providing few details about Princess Kate’s “planned abdominal surgery” and dismissing the public’s interest might have been more effective in a pre-internet era. Yet, the palace’s decision to remain silent quickly fueled the public’s interest. The princess should have a right to privacy. But, is it right to complain about the public asking for the reasons behind the surgery?
The problem with using strategic silence to manage an emerging crisis is that it creates a hole in the plot that allows others to fill in the blanks. An adage in PR states, that if you don’t tell the whole story, the public will tell it for you.
The Dangers of Blame, Misdirection, and Denial
There’s nothing like a news story filled with secrets and red herrings to stir interest. This story had royal insiders as sources. It had grainy images and videos of Kate published in tabloids. And, non-committal statements about her progress left too many unanswered questions for the internet to chew on.
The crisis escalated when media outlets debunked a digitally altered Mother’s Day photo of Kate with her children, posted by Kensington Palace, marking the moment of a complete communication breakdown. Did Princess Kate edit the photo? Whether she did or not, admitting it only fueled more speculation and distrust.
This situation is a prime example of the risks of using obfuscation in crisis management. Such tactics might offer temporary relief but it removes the most important element needed for a good reputation: trust. When you lose it, you’ve lost the PR battle.
A Strategic Shift
The realization that speculation would not calm the crisis led to a decisive move. Openness was the only way forward. The vehicle for this message, a video produced by BBC Studios, was filmed from her garden at Windsor. Wearing casual attire and making direct eye contact with the camera, Kate’s candid diagnosis and treatment not only addressed the speculation but also sparked important conversations about cancer.
Despite some claims that the video showed signs of artificial intelligence manipultion, the message’s authenticity and impact were clear. The video struck a balance. It revealed personal challenges and sought privacy. It fulfilled its purpose.
Uncovering a Strategic Key Message in Princess Kate’s Statement
Kate’s video explanation offered a window into the strategic decisions behind the royal family’s initial silence. While the message underscored the importance of privacy, particularly relating to their children, George, Charlotte, and Louis, there was another theme in her words that offered an indirect explanation for why the public was left in the dark.
- In January, I underwent major abdominal surgery in London and at the time, it was thought that my condition was non-cancerous.
- As you can imagine, this has taken time.
- It has taken me time to recover from major surgery in order to start my treatment.
- But, most importantly, it has taken us time to explain everything to George, Charlotte and Louis in a way that is appropriate for them, and to reassure them that I am going to be ok.
- We hope that you will understand that, as a family, we now need some time, space and privacy while I complete my treatment.
- At this time, I am also thinking of all those whose lives have been affected by cancer.
The use of the word time could be the clue to the reason behind the palace’s secrecy. It offers a justification humanized by Princess Kate and the challenges she’s facing. The video bridged the gap between the royal family and the public with a shared understanding and compassion.
Kensington Palace and the public were now in agreement – it was about time.
The Gist: Managing Expectations and Restoring Trust
The royal family’s handling of Princess Kate’s health crisis marks a big change in crisis communication. Organizations now see the importance of emphasizing the need to manage public expectations with openness and speed. The shift away from reticence towards a more open dialogue is illustrated in Princess Kate’s candid video. It shows the critical balance between privacy and public curiosity.
The shift to addressing the speculation about Kate’s health, not only fixed the immediate crisis but also bolstered their trust with the public. This pivot was strategic as it was necessary. The move towards transparency, set against the backdrop of the digital era’s demand for openness, offers lessons on the value of honesty in building and keeping public trust.
What to Watch For Next
The spotlight now shifts to Buckingham Palace. How will it handle questions surrounding King Charles’ cancer journey? Will the royal family keep using the new crisis playbook of being open and honest? Or will they go back to keeping it in the shadows?