Duchess Meghan
"Your story is perfect for a political leader"
Duchess Meghan performing in Australia.
© imago / i Images
How do Harry and Meghan position themselves in the future and how big is the damage to the monarchy after the Oprah interview?
Will the Royals get the curve again after the interview with Prince Harry (36) and Duchess Meghan (39)? And did Queen Elizabeth II (94) do everything right with her answer? In an interview with the news agency spot on news, PR expert Frank Behrendt explains how great the damage is for the monarchy and how it could go on for Meghan and Harry. "I can very well imagine that Meghan has political ambitions in the future," said the trained journalist, ex-Fischer-Appelt board member and "PR head of the year" title holder. Behrendt joined the Serviceplan Group as Senior Advisor in 2017.
In your opinion, how big is the PR disaster for the palace after the interview with Duchess Meghan and Prince Harry?
Frank Behrendt: Of course, such an intimate interview that reveals explosive internal information is always a worst-case scenario that nobody wants. And if classic irritating topics such as racism or suicidal thoughts are touched on, it is even a super disaster. The royal family likes to give itself the nimbus of an exemplary unity in which values are capitalized. This already shaky picture, which has been crumbling due to various scandals, is further destroyed by accusations, as presented here by members of their own tribe.
The queen responded with a statement. It says, among other things: "The whole family is sad to learn how challenging the last few years have been for Harry and Meghan." The questions raised, especially the racism allegations, are "worrying". "Harry, Meghan and Archie will always be very beloved family members". What do you make of it? What did the royals do well? What not?
Behrendt: Over the decades, the Queen has been tempered in relation to crises, it is not the first time that things are served up in connection with the Royals that cause heads to shake around the world. The statement is well formulated, there were certainly various noble pens at work to add these sentences. There is a feeling of regret and concern. And in the end the monarch opens her arms and includes the renegade representatives again. That should give the impression of size and cohesion.
How should it go on from a PR point of view?
Behrendt: Education is very important. The allegations and the issues are too serious to just sit out. Ideally, neutral investigators are used, for example a law firm. In addition, in the follow-up after the examinations have been completed, a report should also be made as to whether there is anything to the serious allegations. It would also be helpful to proactively change something internally, so that you can document that you have learned from the problem. For example, the use of a neutral contact point in the palace, which members of the royal family and their relatives can turn to if they have emotional problems. Meghan and Harry made it very clear that no one was there when the worries were great.
Many consider the interview to be dangerous for the reputation of the crown. What do you make of it? Will the royal family get the hang of it?
Behrendt: The interview was already tremendously powerful and it is also clear that Meghan and Harry will not stop taking things outside. After all, that's part of their new business model and it's very lucrative. Still, I am convinced that the royal family will get the hang of it. You have survived many a storm. The queen's consort has already made a number of faux pas, the situation with Diana at the time was also a gigantic problem, Prince Andrew and his antics are also a constant fire of crisis. But the royals are still there and the public has to a certain extent got used to the fact that not everything runs smoothly with them. In the end, they're just people.
What's next with Harry and Meghan?
Behrendt: The two of them now have to earn their own money and they have already started very successfully. They will continue to use their popularity and position themselves accordingly against the system of royals from which they fled. I can very well imagine that Meghan also has political ambitions in the future. Her story and background is almost perfect for a future political leader who campaigns against oppression and for humanity.
How much money are you now worth as a media brand?
Behrendt: We're certainly talking about an amount in the mid three-digit million range. The Netflix deal alone is decent, plus the podcast, books will follow, and the two of them can easily collect fees of up to 1 million for speeches and appearances. Financially, you definitely don't have to worry about the two of them.