What Lawyers Can Learn From the Royals on PR

The Royal PR machine is an impressive operation. They don’t always get it right, of course, and have had their own share of slings and arrows to cope with, especially in the last few years, but overall, without doubt, the family’s contract with the nation has been nurtured by and has grown to rely on PR techniques that most business leaders – including at law firms – can’t ignore. Here are our top ten tips for successful PR Royal style:-

  1. Planning – whether it’s diary scheduling or preparing for a crisis event, the Royal PR machine tries to spot clashes, scenario plan and anticipate – at a macro and micro level; 
  2. Embracing technology – from radio to TV, from zoom and insta, the family have moved with the times to get their message out to audiences via an ever-evolving list of channels;
  3. Face-to-face engagement – as we’ve seen in the last week in particular, direct and personal connection with stakeholders is key to keep it real and literally stay in touch;
  4. Remember all your stakeholders – no one has a divine right to rule (any longer). Position and power derives from various sources and relies on keeping all stakeholder on side, if not ideally their positive support;
  5. It’s about both words and actions – walking the talk, practising what you preach and living your values are all important for reputation;
  6. Be authentic – there is no need to change yourself to up your appeal – staying true to your background, style and purpose wins out in the end;
  7. Consistent yet flexible – a lot has been said about our former Queen’s consistency. People knew what to expect and that they could rely on her considerable commitment to duty, yet to be fair she and those around her were willing to be flexible and pragmatic sometimes too.  
  8. Context and public opinion counts – seeking to operate in a vacuum is folly. Being sensitive to events, your audience and reading the room are essential for organisations, leaders and managers.  
  9. Know your mission – don’t get deflected from your mission strategy and keep reminding yourself (and others) what you exist for and set out to do.
  10. Play the long game – whatever road bumps arise to throw you off course, however tempting short-term gains might seem, always strive for the longer-term prize, even if it means difficult choices.

By Louise Beeson

Tuesday 20th September 2022

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