A clean slate? Or a burned bridge? IT WAS THE
Inside Harry and Meghan’s media masterplan
interview we had all been waiting for. Meghan, Duchess of Sussex, speaking candidly to TV juggernaut Oprah Winfrey, following her departure from the royal family. Trailed for weeks with previews, it became a searingly hot topic before it even aired. In the days preceding its broadcast, Meghan and Harry’s detractors were left reeling as it became clear that in-depth discussions of the royal family were firmly on the table. Their fans, meanwhile, felt further vindicated as Meghan spelled out how she had been treated. But many from both camps were united by one question: ‘Why now?’ The answer is, whether you find her actions classy or calculated, the Sussexes’ recent media presence is part of a specific and well-thought-out strategy.
‘It was important to them to put themselves centre stage with a global platform,’ says Katie Nicholl, author of Harry And Meghan: Life, Loss And Love. ‘We hadn’t heard from them, officially, since they left the royal family, and there was a frustration on their part that they never really had the chance to tell their side of the story. They felt very much that they had to do that before they move on to their new chapter. They’re tying up loose ends.’
Harry and Meghan’s choice of interviewers was also carefully thought out. Harry’s participation in a lively segment on James Corden’s Late, Late Show, a source says, ‘aimed to show the US and the world that this prince was, first and foremost, human’, while Meghan’s selection of Oprah had different motives. ‘They may be friends, but Oprah is a proficient, prolific broadcaster,’ says the source. ‘Meghan didn’t want to be accused of dodging tough questions.’
What the Sussexes hoped would be tying up loose ends may have only frayed things further, though. Meghan’s comments were considered by some to be incendiary. Among them, the allegations that ‘The Firm’ were guilty of ‘perpetuating falsehoods’. Indeed, the lead-up to the interview was peppered with new stories, the release of which seemed designed to portray Meghan in particular as no victim. A pair of earrings Meghan wore in 2018 were claimed to have been gifted by the Crown Prince of Saudi Arabia, Mohammed bin Salman, who allegedly ordered the murder of journalist Jamal Khashoggi. Historic bullying allegations also came to light, with the Palace saying that they would launch an investigation. Lawyers for Meghan issued firm denials of such claims.
Every step taken in the run-up to the interview has been meticulously planned. Christine Schirmer, former head of communications at Pinterest, leads the publicity team for the couple’s Archewell foundation. They have a personal press team, working alongside external agency Sunshine Sachs. ‘They have compiled a professional team of experienced publicists and agents,’ Katie says. ‘This publicity drive is part of their “Masterplan, 2021”.’
That said, such well-laid plans could not save them from criticism of poor timing. When Harry’s solo interview with James aired – in which he talked in depth of his mental health struggles – the couple were said to have drawn the spotlight from the Queen intervening to persuade any reticent Britons to take the Covid vaccinations. ‘These messages that the Queen sends out are rare,’ Katie explains. ‘They are important and shouldn’t be overshadowed by anything or anyone.’ The Oprah interview – while recorded in February – was scheduled to be broadcast not only on Commonwealth Day, but at a high-stress time for the royal family, following Prince Philip’s prolonged hospital stay. A source close to Harry and Meghan, however, downplays this particularly prevalent critique. ‘Harry and Meghan have influence, yes, and are making themselves known on the global stage, but they don’t get to tell major US networks what to do,’ the source says. ‘Both interviews are a result of the networks’ own careful plans. Harry or Meghan don’t get to dictate to them.’
It is yet to be made clear how these interviews will impact the pair’s reputation. But as the couple launch Archewell and await their new baby, it is more clear than ever that family members on both sides of the Atlantic feel mistreated. The idea of a happy reunion has never felt so far away.