Prince Harry and Meghan Markle are the hottest royal figures in the global news today, despite the fact that they have voluntarily resigned from the royal family.

When talking about this couple, people think of a series of never-ending dramas. And all of that was in the Sussex couple’s plan from day one.

Harry & Meghan’s non-stop drama series

Since entering the British Royal family, Meghan Markle – an African-American actress with a husband – has attracted a lot of attention because of her non-traditional background.

Since then, the Sussexes have become as famous a couple as William & Kate – who will become the future King and Queen of England.

So in early 2020, when the couple made a historic announcement to withdraw from the royal family, the world’s media was shocked.

Although they left their duties with the reason “wanting a peaceful life”, since leaving the palace, Harry and Meghan have created many storms for themselves and their family. The first was the blockbuster interview in March 2021 with MC Oprah Winfrey, followed by a series of events and projects. There is not a day when Meghan and Harry do not appear in the media.

In 2022, they signed contracts worth up to hundreds of millions of dollars with a series of giants from Spotify to Netflix. Included in those deals are the podcast and, more recently, the documentary Harry & Meghan . Less than a month later, the 38-year-old Prince released his memoir Spare (The Leftover) and his wife is also preparing to release a similar autobiography. This “blockbuster” appeared just a few months after the death of Queen Elizabeth II.

There have been too many negative accusations and attacks from the Sussex couple targeting members of the British Royal Family, from accusing someone of being racist to using tense words like “betrayal” towards Prince William. , “dangerous” to describe Queen Camilla or “baby brain” to describe Princess Kate. Harry and Meghan did not hesitate to tell everything, tell everything, tell every shocking detail to bring down royal members, their own family and the entire monarchy.

During the past 3 years, every move of the Sussex family has been noticed, even when hated. The more drama, scandal, and shock, the more famous and attention Meghan Markle and Prince Harry become. So what are the intentions and plans behind them? The Sussexes’ sophisticated communication strategy

There is no need to argue that Harry and his wife have given up a life full of rules and regulations in the foggy palace to move to a new, much freer horizon: America. This is an understandable need, but of course what they want is not just that. No one can blame them for leaving, when life in America is not only comfortable but earns much, much more money.

If you think that the series of scandals created by the Sussex family was purely accidental, to share and express, to inspire or even to take revenge on the royal family, then you know nothing about the media. From start to finish, this is a highly calculated game.

Obviously, if they choose to become royal members, the Duke and Duchess of Sussex will certainly have a more comfortable life than ordinary people. But that’s taxpayer money and money inherited from Harry’s parents and relatives. As long as Meghan wears a slightly expensive dress, she will be criticized and attacked as a “waste of tax money”, the same way Princess Kate has to face every day. In America, on the other hand, the couple has earned hundreds of millions of dollars in just a short time. They have a $100 million deal with Netflix, a $30 million deal with Spotify, and a $20 million advance on Harry’s book.

When the Netflix movie aired, it became clear why Harry was speaking before the United Nations, why the couple was taking inexplicable trips to American cities and shaking hands with politicians. politicians as if they were real working royals on a royal tour, and why they tried their best – albeit unsuccessfully – to bring hidden cameras into private royal events in the UK. It’s all about having filming material, and delivering content that will attract the world’s media.

In fact, this is a clash between two powerful and calculated PR machines, with a team of thousands of employees behind them. Fans of the Sussex family can call them the embodiment of truth, an inspiration, and a brave person who dares to expose the dark side of the royal family. But this argument is difficult to reconcile with the obvious fact that the couple used the fame gained from being born and married into the royal family to denounce the institution itself.

Why are Meghan and Harry never afraid of negative reactions?

Sussex in the past 3 years has become a brand worth hundreds of millions of dollars, with the “founders” being Prince Harry and Duchess Meghan. The more shocking, more controversial and the more dissatisfied people who oppose it, the more widespread and famous the brand becomes. This is the basic principle that the more controversial the media, the more attention it gets, applied by global entertainment stars a long time ago but still always effective.

The Sussexes have created a complete and grand plan: to take advantage of the popularity of their existing royal title to tell stories that everyone is curious about to make money. But from start to finish, this process of building brand capital takes place slowly and step by step.

Harry and Meghan never completely destroyed the British Royal Family. They accused someone of being racist towards Meghan and her son, but did not reveal their identity. Two years later, Harry went on TV and “turned around” denying that he and his wife had ever made this allegation. They do not and cannot bring down or shake a royal family. All they need is a dramatic story to tell.

Until now, the British Royal Family has remained resigned and refused to publicly respond. No press release has been officially issued yet. All the reactions of the other side of the battle line that the public knows can only be leaked from their “close sources” or “close friends”. Unfortunately, this strategy of “silence” has helped media-savvy Harry and Meghan, who have gone all out in their PR war.

Harry and Meghan know full well that they are unlikely to receive a serious reaction from Harry’s family. The reason is not too complicated: The British Royal Family has an “immutable” principle that participating in media wars is “undignified” and affects the image and dignity of the institution. So if the public hopes for “tit for tat” details to prolong this “real-life version of the Crown movie”, they will be disappointed.

According to Tim Jotischky, director of public relations firm PHA Group, the royal family has maintained an image of high moral ground through their silence: “Sometimes the hardest thing in PR is telling clients that the right course of action is to say nothing when your reputation is under attack. Reacting can easily be interpreted as fighting back, but that may be the best way . The British Royal Family is also a billion-dollar brand and is much more influential than the “young” Sussex brand. And they need to preserve their reputation with all their efforts.

The difference in approach used by the couple Harry – Meghan and the royal family further contributes to the endless drama. Finally, Harry has a book to sell, and the royal family is in “self-preservation” mode.

What will the Sussexes do next?

Prince Harry’s memoir Spare is considered the event of the year in the British publishing industry. Although the documentary Harry & Meghan did not achieve a record number of viewers, it still caused a global media storm, not only in the UK and US. These projects help Meghan and her husband “pocket” large amounts of money as their goal.

At the same time, the Sussex brand is being suffocated by its own inconsistency. They support climate change, but still fly private jets. They talk about the pressures of parenthood while sitting on (and living off of) a multimillion-dollar royal trust. They build the image of inspirational people protecting mental health by advising people to take time off from work if they are too tired, even if they have not gone to work a day.

According to many sources, Meghan and Harry still have many products to pay to Netflix and its commercial partners. In the future, maybe a second part of the documentary will come out and more books will reveal even more sensational stories. But whether the Sussex couple can still retain their attraction to the media – whether positive or negative or not, will take time to tell.

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Source: New York Post