PR Advice for Meghan and Harry (and for you if your brand’s in crisis too)

If you know me, you know I’m an anglophile. From my love for British literature to my devotion to our recently departed queen (may she rest in peace), I am here for all of it.

As you might imagine, I closely follow news of the royal family. Closely enough, in fact, that I can tell you that Prince Harry and his wife, Meghan, separated from their longtime PR firm, Sunshine Sachs, last September.

It came as a surprise to most observers, as Meghan’s longstanding relationship with the firm was considered of vital importance as the pair navigated life beyond palace walls.

Since that time, they have released a Netflix special, and PH has published a memoir that can—at best—be called “controversial.” He’s also done a cringeworthy media tour in which he contradicts himself repeatedly and admits to a good deal of ongoing psychedelic drug use. These choices have exposed the couple to ongoing ridicule in venues ranging from the Oscars, Netflix, and SNL to an entire episode of South Park. Their public approval ratings have plummeted.

It’s clear the couple needs help rehabilitating their image in the public eye. Guess what? I’m here to provide support! I’ve got an awesome three-step plan for ending the PR crisis and rehabilitating the image of PH and Meghan, and any other brand that is facing a massive credibility struggle.

First, we must agree on an important premise: although many people think of a brand as an attractive logo, font, and color package, that’s only the tip of the iceberg. A brand is who you are in the public’s mind and what you represent to them. It’s the little three-by-five card everybody carries around in their minds—a card with your name on it, that reflects a common understanding of who you are.

Here’s my plan:

1.     Stop talking.

The more you say, the more headwind you can create for yourself. It’s called public relations because you’re engaged in just that: a relationship with the public. When you and the public disagree (a very charitable way of describing an ongoing brand challenge), you won’t convince them of your point if you’re shouting at them through constant media appearances. That’s nothing but ad hominem.  

Actions speak louder than words. Stop talking and go back to fix what’s not working. Give the public time and space to forgive and forget—they usually do if your deeds match your words.

Don’t seek an endless stream of public appearances or pay bots to spread your thoughts on social media. Just stop. Take time. Grow a little. Let the three-by-five card begin to clear, so you can write new stuff on it later.

2.     Show progress.

If you’re in a brand crisis, chances are you have a degree of culpability (either real or presumed) in its creation. Again, we’re back to that two-way relationship. If a friend or family member thinks your voice isn’t credible, it doesn’t matter what you say or how many times you say it. Your brand must show, not tell.

So go back. Look at what you may be responsible for—or where your brand went off the rails a little—and figure out how to make it right. Using that quiet period, described above, allows you to explore what caused the problem more closely and determine how you can change course.

But don’t stop there. Make change happen. Right the wrongs you caused and don’t issue a press release when you do. Just quietly get about your progress. As your actions begin to match your words, your brand will begin to change for the better.

3.     Turn the page and wait.
The first two steps of this process are not fast, and that’s hard. In fact, waiting can be the most challenging part of this entire thing, as in the very worst brand challenges it can take years. 

If you’re quietly doing the right things, however, ultimately the public will come around. Like your spouse coming to check on you in the garage after a rough argument, you’ll see that your patience pays off. Your three-by-five card will begin to fill in again, only with the kinds of things you most wish to see. You’ll have a brand that is healing from its low point and becoming even stronger than it was before.

Why do people love a comeback story? Because they love growth. They love seeing something that once was familiar become even better after a struggle. Give them that, and they’ll be on your team once more, perhaps forever.

We all have a personal brand, and often there’s a professional one at play too. So if you’re struggling with either (or both), follow the steps above and all will be well.

God save the King!