Prince Harry and Meghan Markle are encountering significant challenges as they attempt to recast their public identity from royalty to celebrity, with PR experts warning the couple is caught in a "messy middle ground." The Duke and Duchess of Sussex, who stepped down from royal duties in 2020 and relocated to Montecito, California, have launched several new media and lifestyle ventures in 2024, including Meghan's Netflix series With Love, Meghan, the lifestyle brand As Ever, and the podcast Confessions of a Female Founder.
Yet despite these efforts to pivot, public relations strategist Edward Coram James, founder of GoUp, said the pair's branding remains muddled. "That's where, in my opinion, Meghan and Harry hit turbulence," he told The Express. "They've stepped away from royal duties but still carry the royal shine (and the scrutiny). They're not fully celebrities, not quite royals anymore, and that middle ground is messy."
The confusion surrounding their public image reignited after Meghan was seen gifting entrepreneur Jamie Kern Lima a package labeled "With the Compliments of HRH The Duchess of Sussex," which appeared during Lima's podcast interview. While a source clarified the HRH title was not used for commercial gain-a stipulation set when the couple exited royal life-the appearance of the designation drew renewed scrutiny.
"In the end, Meghan and Harry are trying to balance being both celebrities and royals, and it's a tricky situation," said Coram James. "Their big move to Hollywood was meant to be a fresh start, a clean break from the royal spotlight. But when they continue to use the HRH title in their private lives, it hints that maybe they're not quite ready to completely shed that royal image just yet."
Coram James noted the fundamental distinction between royal and celebrity public relations has created difficulties in their transition. "Royal PR is about tradition. It's about quiet dignity and a sense of service that transcends personality. Royals don't need to go viral," he said. "Celebrity PR, on the other hand, is a different beast. It's built on visibility, personality and emotional connection. You're not just selling a message; you are selling yourself over and over again."
He argued that the couple's shift began with their 2021 interview with Oprah Winfrey, marking a transition from "service to storytelling, duty to personal narrative." But, he cautioned, "if you're constantly reshaping your image, people start to wonder which version of you is real."
Despite the turbulence, Coram James sees promise in their charitable work. "I think their focus on their Archewell Foundation is a key part of their strategy. It allows them to project an image of purpose and impact, which is crucial for long-term brand building," he said. He emphasized that Archewell could help reinforce a narrative of "authenticity and values," increasingly important to audiences in a saturated media environment.
The couple's recent public appearances, including stops at Beyoncé's Cowboy Carter tour and a James Taylor concert, add to their visibility but also underscore the tension between their private royal past and evolving public celebrity persona.
