Meghan and Harry Risk Looking ‘Calculated’ If They Try to ‘Cash in Too Quickly’ on U.K. Return, PR Expert Says
Prince Harry and Meghan Markle are making a major life change. The couple is moving from California back to the U.K., they announced earlier this week. The surprise relocation comes six years after they left Britain and their role as working royals amid concerns about security and Meghan’s mental health.
At the time, the Duke and Duchess of Sussex said they wanted to build their own life independent of the royal family. In the years since, they’ve struck a multi-million dollar deals with Netflix and Spotify, engaged in multiple charity projects, and given a tell-all interview to Oprah Winfrey. Meghan launched a lifestyle brand, As Ever, and Harry penned a best-selling memoir, Spare. But not all of their ventures have been successful, with the Netflix and Spotify deals in particular having not panned out as everyone hoped.
Now, Meghan and Harry are returning to his native country, where their children, Princess Archie and Princess Lilibet will begin school in the fall. The exact reasons for the sudden move aren’t clear. Some speculate that King Charles’ declining health might be a reason, with Harry wanting to be closer to his father in his final years. Others suspect they’ve simply run out of money are running back to the U.K. with their tails between their legs.
Whatever drove the couple’s decision, the change of scenery offers an opportunity for a PR reset, Olivia Bennett, Senior Digital PR Director at SEO and digital PR agency Go Up, shared in an email. But only if they play their cards right.
Prince Harry and Meghan Markle need to give people ‘new material’ if they want to change ‘the old story’
“The only way to change the perception is to give people enough new material that, over time, it starts to outweigh the old story,” Bennett said. “The move could help with that. If they’re here regularly, doing ordinary things and building a life rather than constantly announcing what they’re doing, they could gradually become less of a spectacle. For me, that’s much more powerful than a big relaunch.”
In Meghan’s case, she has the chance to “establish herself in Britain as a successful businesswoman rather than simply as a former member of the royal family,” Bennett added. If she correctly repositions herself, she could have another lucrative market for her As Ever brand. (The Suits star is also rumored to be taking on her first major acting role in a U.K.-based Netflix project.) Meanwhile, Harry can focus on his charities and philanthropic efforts to give them “more relevance with UK audiences and institutions.” He’ll also likely be concentrating his energies on the upcoming 2027 Invictus Games in Birmingham.
The big mistake the Sussexes must avoid in their U.K. return
Where the Sussexes could go wrong is in leaning too hard into a major publicity campaign. A try-hard approach could backfire with a skeptical public.
“I’d let the first few months be quite routine: school, family, existing work, occasional appearances. Boring can actually be useful because it normalises them,” Bennett said. Once they stop making headlines with their every move, they’ll have freedom to pursue their various projects with less scrutiny.
“If I were advising them, I’d build familiarity first and monetise that attention second,” she explained. “The opportunity is there, but trying to cash in too quickly could make the whole thing look calculated.”
Only time will tell if people buy the new version of Harry and Meghan, she added.
“I wouldn’t judge this by how many positive headlines they get in the first six months. I’d look at whether the nature of the headlines changes,” she said. “Are people still talking about Oprah, the memoir and the family fallout every time Harry and Meghan appear? Or are journalists eventually writing about what they’re actually doing now? If the latter happens, that’s the real rebrand.”
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