On September 9, 2024, the Princess of Wales released a video that marked a significant shift in royal communication. The three-minute footage, announcing the end of her cancer treatment, showcased a new level of openness from the royal family.
This video represents a departure from traditional royal communication methods. By directly addressing the public, the Princess of Wales has embraced a more personal approach, reflecting a changing perspective on life and royal duties.
The footage highlighted the importance of family support during challenging times. It featured intimate moments with her children, Prince William, and scenes from their home at Anmer Hall, offering a rare glimpse into their private lives.
Kensington Palace's communication strategy has evolved to connect with younger audiences, particularly Gen Z. Since launching their YouTube channel in 2021, the palace has increased its production of polished videos. This approach aligns with the growing importance of social media platforms in public figure communication.
The royal family's YouTube channel, boasting over 800,000 subscribers, demonstrates their commitment to digital engagement. This strategy leverages the concept of parasocial relationships, where audiences develop a sense of connection with media figures.
However, not all royal video appearances have been successful. The Duke of York's 2019 Newsnight interview and the Duke and Duchess of Sussex's 2021 Oprah interview had negative repercussions. These experiences likely influenced the decision to produce in-house content, allowing greater control over the narrative.
By adopting this personal communication style, the Prince and Princess of Wales may be reshaping the monarchy's image for future generations. This approach could help maintain the relevance of an institution with a history spanning over a thousand years.
The British monarchy has consistently adapted to technological changes throughout its long history. From radio broadcasts to television appearances, and now social media engagement, the royal family continues to evolve its communication methods.
This new strategy may be key to retaining the Prince and Princess of Wales's status as popular royals. By offering unprecedented access to their personal lives, they are fostering a sense of connection with the public while navigating the challenges of maintaining relevance in the modern era.
As the monarchy continues to adapt, this digital-first approach could play a crucial role in exerting soft power and maintaining the royal family's global influence. The success of this strategy may shape the future of royal communications and public engagement for years to come.