It’s been described as a “stealth mission” to bring back some “sparkle” to the monarchy. The Prince and Princess of Wales are quietly mounting a PR offensive to boost the royal family’s popularity, amid fears it’s cracking under the weight of a string of scandals.
A recent poll shows that public opinion of many senior royals is increasingly negative. One of those whose popularity has slid is the King, 77, with just 58 percent of respondents holding a positive opinion. That’s his lowest level since he ascended the throne four years ago, when he had a 70 percent positive rating.
William and Catherine, both 44, are the most popular royals. William has a 74 percent positive rating and Catherine isn’t far behind at 72.
Engaging with the younger generation
Royal experts say it’s falling to the pair to try to restore faith in the monarchy and one way they are doing that is to try to reach the younger generation – many of whom don’t see the point of the ancient institution.
Royal biographer Russell Myers says the pair knows that the backing of younger people will be vital for the royal family in years to come. It has been rocked this year by crises such as the arrest of Andrew Mountbatten-Windsor, 66, the ongoing investigation into his involvement in the Epstein scandal, and accusations of child abuse made against Prince Harry’s father-in-law, Thomas Markle, 82.
Russell says the Waleses want to see the monarchy as an organisation that “needs to be accountable” and “speaks to the younger generation, not only at home but abroad too”.
Upping their online presence
One way they’re doing this is by using polished digital content to communicate directly with the public. William, meanwhile, is experimenting with different media – such as appearing on Graham Norton’s TV chat show and actor Eugene Levy’s travel series – to share important messages and help people see how down-to-earth he is.
Participating in activities that young people can relate to – such as Catherine taking on the Three Peaks climb challenge and William playing street cricket in London with some of the world’s top cricketers – helps dispel perceptions of the royals being stuffy.
Royal correspondent Maanya Sachdeva says William and Catherine are “rewriting the rule book one engagement at a time”, and “quietly upping their game” to reach a new generation and safeguard the monarchy’s future.
For example, William’s appearance on a podcast hosted by Taylor Swift’s husband Travis Kelce, 37, and his brother Jason, 38, was a way of seeking “new and authentic ways to connect with people” as part of the strategy of “controlled openness as opposed to institutional secrecy that has guided The Firm’s PR outreach”, says Maanya.
People-driven approach
The couple is not making a big fuss about their new approach. Their PR revamp aims to show leadership that delivers important messages while putting other people and their causes at the centre, Maanya adds.
It’s thought William has been impressed by the way British rugby league legend Sir Kevin Sinfield does things. Kevin, 46, who was recently knighted by William, raised nearly $30 million and shone a light on the debilitating illness motor neurone disease by completing demanding running challenges in honour of fellow player Rob Burrow, who died of the disease in 2024.
Speaking in a documentary about Kevin, William paid tribute to the fact that he doesn’t make everything about himself.
“That lack of ego is really important in a world where everyone wants to show how amazing they all are. I think Kevin does it very quietly, very subtly, and just doesn’t want to be the centre of the attention, but ultimately has a huge impact.
“I think that’s a really important lesson for the world to realise – you don’t have to be all social media everywhere, loud, whatever. There are a lot of ways you can show leadership that still delivers the important things we care about.”
The family’s public image
Royal commentators point out that the very nature of who William and Catherine are means they are always going to be the centre of attention, but if they can appeal to the next generation by using their profiles to support causes that people care about will go some way towards helping the royal family withstand the current challenges it is facing.
