The focus and scrutiny that comes with being the most famous family on the planet means protecting that reputation is paramount if the Royals are to maintain their licence to operate. Like any big corporation, public image is business critical – and “The Firm” is no exception.
And, like any organisation in the 21st century, adapting to changing methods of communication and public engagement can be a challenge – but one which the Royal Family is tackling head-on.
After a weekend of Coronation celebrations, Lexington was delighted to welcome Camilla Tominey, Associate Editor at The Telegraph and leading royal correspondent, to discuss how King Charles III is navigating a new, modern role for his extended family.
In speaking with Camilla, it became clear that the Royal Household’s approach to engaging the public, and media, is very similar to the best practices of traditional organisational reputation management.
Here are four key takeaways from our discussion:
- The importance of humanisation – Whether it was Prince William kissing his father on the cheek, or tender moments between Louis and Charlotte, the standout moments from the Coronation were those that let the world glimpse the humanity of the characters involved. The colour not only fills column inches, but also makes these seeming unreachable figureheads relatable – crucial for building trust and goodwill, as any leader can attest.
- Embrace modernisation – The Queen’s relationship with the media and famous mantra ‘never complain, never explain’ helped build mystique around the family, creating intrigue and a desire to know more. But whilst this approach worked for her era, today’s multimedia world is a different beast – most starkly highlighted by the Duke and Duchess of Sussex’s attitude to public engagement. While no one expects to see King Charles on Oprah’s sofa, it is clear social media is playing an increasingly important role for the Prince and Princess of Wales in trying to appear relevant to younger fans, with their Instagram account an important nod to the younger generation’s desire for more behind the scenes access.
- Challenge yourselves to do things differently - We don’t need to rip up the rulebook for every bit of comms work we do, but organisations must avoid falling into the trap of simply repeating a formula because “it worked last time”. We only need to look at the ill-judged images of William and Kate’s tour of the Caribbean last year to appreciate that operating environments can change rapidly, and what once worked well does not necessarily reflect what is currently appropriate.
- Be authentic – Whilst King Charles will be endeavouring to keep his political inclinations in check, his long-standing passion for the environment and role of doting grandparent - no better shown when bouncing Louis on his knee at the Jubilee - should continue to shine through. Leaders can be visible and forward looking, but being true to yourself and your company’s values need to remain at the centre.