- Prince William said 2024 was the “hardest” year due to family health issues.
- William’s opening marks a departure from the royal family’s traditional PR approach.
- Experts say this may be part of a strategy to appear more connected amid financial scrutiny.
Prince William this week spoke of his “brutal” year amid the respective cancer diagnoses of King Charles and Kate Middleton.
Speaking to reporters in Cape Town, William said it had been a “terrible year” and “the hardest year of my life”.
His comments are a significant departure from the royal family’s motto, “never complain, never explain,” which was a hallmark of Queen Elizabeth II’s reign.
King Charles biographer Robert Hardman told the BBC’s Today show that the prince’s candid admission reflected how the royal family was “resetting the dial” on their public image.
“Another annus horribilis”
Richard Fitzwilliams, a royal commentator and public relations consultant, told Business Insider that William’s comments were a “seismic shift” and a positive move away from the late queen’s PR approach.
“It’s been another ‘annus horribilis,’ but for completely different reasons,” Fitzwilliams said, referring to a Latin phrase that translates to “terrible year.”
Queen Elizabeth II died in 2022. WPA Pool/Getty Images
Queen Elizabeth II popularized the phrase in 1992 after Charles, Prince Andrew and Princess Anne ended their respective marriages. That same year, a fire destroyed parts of Windsor Castle, causing more than $47.2 million in damage.
By all accounts, it’s been another tough year for the royal family. Buckingham Palace confirmed in February that Charles had been diagnosed with cancer following a prostate procedure.
King was relatively open about his experience. For example, during a meeting with then British Prime Minister Rishi Sunak on February 21, Charles said that the support he had received had “it brought me to tears.”
The royal family was initially less than forthcoming about the Princess of Wales’ cancer diagnosis.
Kate Middleton and Prince William attended King Charles’ coronation day in May 2023. Max Mumby/Indigo/Getty Images
Kate announced in March that she was undergoing chemotherapy treatment after weeks of online speculation and conspiracy theories about her absence from public duties.
In September, Kate posted an Instagram video where she said she had completed treatment, but added that her road to recovery would be a “long one”.
In comparison, Queen Elizabeth II was extremely private about her health. In the biography, “Elizabeth: An Intimate Portrait,” Gyles Brandreth wrote about a rumor that the queen was suffering from bone marrow cancer before she died. (This was never confirmed by the palace.)
The battle for connection
Experts say William’s latest interview could be part of a wider strategy to promote the royal family as a close-knit family.
It follows a controversial investigation into royal finances.
Joint investigation by Channel 4 Dispatches and The Sunday Times reported that the private estates of the Duchies of William and Charles are making millions from leasing land to public bodies in the UK, including Britain’s National Health Service, prisons, schools, the army and navy.
Experts say William’s latest interview could be part of a wider strategy to promote the royal family as a close-knit family. Chris Jackson/Buckingham Palace via Getty Images/Notebook via REUTERS
William and Charles are exempt from paying corporation tax on the profits they make from these properties, the inquest said.
The report added that in 2023, the king’s Duchy of Lancaster fortune made 27.4 million pounds, or about $35.4 million, while William’s Duchy of Cornwall made 23.6 million pounds, or $30.5 million.
“With all the recent scrutiny on the royal estates, William’s candor could be a confidence-boosting move to show they are human, just like the rest of us,” said Jack Johnson, a creative director at PR agency One March. .
“William is smart and he sees that this attitude of being a real person and not a god figure who is untouchable is a much more popular and powerful way to reach out to the people of his country,” Jane said. Owen, CEO of the global PR agency. with the same name.
Russell Myers, a royal editor at ITV, was present during William’s interview in Cape Town. Speaking on British talk show Lorraine, Myers said it was significant because it was the first time William had spoken openly about the subject.
“I think it pays tribute to all the other people who go through it with family members,” Myers said, adding that people will “resonate” with the prince’s words.
“He will be king one day and it is important for the future of the monarchy that he is popular,” Owen said.
Buckingham Palace and Kensington Palace did not immediately respond to a request for comment from Business Insider.