Royal PR – SSSSSH!!



I would like to congratulate the royal  PR machine behind the royal wedding as they played a blinder, once again.

According to the guardian.co.uk, Prince William’s trusty team include:

Private secretary, Jamie Lowther-Pinkerton, 50, a Sandhurst-educated ex-SAS officer and former equerry to the Queen Mother – a “charismatic James Bond figure who I’m sure could charm the pants off you whilst strangling you to death”, according to one royal correspondent. Miguel Head, an ex-Ministry of Defence press officer described as “bloody good” by many journalists, leads William’s press team under the eye of Charles’s communications secretary, the former Manchester United PR Paddy Harverson.

Amazingly, nothing leaked to the press; the dresses, the stag and hen nights.

We knew nothing unless they wanted us to which is no mean feat considering the attention received in the run up to the wedding.

According to Webtrends,  there were approx. 30,000 tweets per day in the month preceding the wedding. The big day saw 217,000 Facebook status updates and 145,000 blog posts. With all this attention, it is amazing the dresses were kept a secret, with our first glimpse of Catherine Middleton’s wedding dress only happening when she stepped out of the Goring hotel.

Both Catherine Middleton’s wedding and reception dresses were designed by Sarah Burton of Alexander McQueen.

Incredibly, the only images of the dress worn at the reception are those supplied by the Official royal wedding website.

This modern day fairytale played out in front of millions with Google speculating over 400 million viewers watched the wedding online (PCmag.com).

So how did the bride and groom keep one of the biggest secrets in modern history?

I believe this is down to the royal couple drip feeding the media. The Official Royal wedding website was set up, offering up to date information on the service, the procession and the reception. The website also offered live streaming of the wedding as it happened.  Flickr, Facebook and Twitter accounts were all set up and for the first time ever, the British monarchy embrace social media. Personally, I believe embracing social media allowed the couple to release information as they wished which gave them more control over their wedding and what was being printed in the media.

Constant updates regarding other aspects of the wedding occupied the media, allowing the bride to schedule secret fittings in various locations. The identity of the dress designer was kept a secret until Sarah Burton turned up at the Goring hotel for a final fitting the night before the wedding.

The couple had their obligatory kiss on the palace balcony.

The bride and groom were upstaged, only by their 3 year old  bridesmaid Miss Grace van Cutsem.

As speculation of the destination of the honeymoon mounted, the PR team, once again, batted out of the park; announcing on the wedding day:

The Duke and Duchess of Cambridge have chosen not to depart for a honeymoon immediately.  Instead, after spending the weekend privately in the United Kingdom, The Duke will return to work as a Search and Rescue pilot next week.

This will allow the couple slip away unnoticed in the months to come and hopefully away from the glare of the media.

Love Niamh x

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