NO HEIRS AND GRACES
As William enjoys a pint, the Cambridges’ masterclass in how royals CAN show they’re in touch with the people...
WHAT a wonderful picture that was of the Duke of Cambridge in a pub last Friday. Surrounded by England fans watching their team against the Czech Republic, he appeared like any other supporter with a pint in his hand and a smile on his face.
William looked relaxed but, inevitably, he was there for more than the game. For this was just one in a long line of images released by the Cambridges in the past year promoting the clear message: ‘We’re the Cambridges and we’re just like you.’ That is, an ordinary family, living an ordinary life, with the same worries and proud family moments as the rest of you.
From Louis’ first birthday pictures to Mum and Dad taking Charlotte to her first day at school — not to mention Kate in the cheap seats at Wimbledon — the couple have shown it is the simple things in life that bring happiness no matter how much privilege or money you may have. They’ve done this while managing to promote the issues close to their hearts.
Take the photos of William in the pub (albeit with footballer Frank Lampard). Alongside it was a serious message: ‘Imagine if we talked about mental health as much as we talk about football.’ The Prince was using his public profile to highlight the shocking rate of suicide among young men. It was a PR masterstroke.
The Royal Family has been badly dented of late so positive images like these must be welcome in The Firm.
In the past 12 months, the Cambridges have also released pictures on social media of William hugging staff at the Royal Marsden Hospital, leaping for joy watching his beloved Aston Villa get promoted, and dishing up dinner at a homeless shelter.
But just two years ago the Duke’s PR wasn’t so rosy. He faced headlines such as ‘Workshy Will’ after he gave up his job as an air ambulance pilot. In 2014 the couple were criticised for a £1.5 million refurbishment of Anmer Hall and Kate was admonished after installing a second kitchen in their Kensington Palace apartment.
Now — presumably following a strategy instigated by their communications team — the Cambridges have turned their image around.
Social media gives them a chance to engage with the public on a level beyond anything they can achieve via mainstream media.
With Instagram, they are in control of the images they post and — crucially — can build a relationship with young people. It’s a wise investment. After all, this is the generation who will be around to support William when he becomes King.
And if the number of followers’ ‘likes’ is anything to go by, the public are loving what they see. A charming photo of Prince Louis in April, taken by his mother and released for his first birthday, got more than a million ‘likes’, as did little Charlotte’s first day at her big brother’s school, being delivered by her parents, just like thousands of four years olds all over the country.
William and Kate’s carefully crafted new public profile is building a colossal fan base that will set them and the monarchy in good stead for decades to come.