With one video, a "hard reset" for Palace comms strategy

yes, even a princess finishing chemotherapy gets mixed reactions

Yesterday, the Prince and Princess of Wales shared a social media video announcing that, after months of rumor and speculation, Kate has completed her chemotherapy treatments.

First, congratulations to Kate for reaching the end of her treatment. Cancer doesn’t care about your privilege, and any cause to celebrate a triumph in the face of it is worthy, in my opinion.

The video, filmed in the Norfolk countryside, was not just notable for the way it shows Kate coming “out of the woods” with the end of her treatment. It also marks an abrupt, powerful tone shift from the traditional formality often associated with royal comms.

The overall reaction to the video has been overwhelmingly positive, with many finding it inspirational and deeply emotional​. Some even saw the video as a sign that Kate herself is more actively shaping the narrative around her illness and her family’s life​, with many comments from the public expressing admiration for her openness and resilience.

Featuring intimate moments with the Wales family—overlain with a sunshiney, warm filter—the video has been described as a “groundbreaking” move by royal commentators for shifting how the royal family promotes their image. The Daily Mail called it “the most intimate portrayal of the royal family since [Queen Elizabeth II] invited a fly-on-the-wall documentary crew into her home in 1969.” The Times even likened it to a “Hollywood trailer for the Instagram generation.”

The move suggests that Kensington Palace has seen the error of its ways when responding to public pressure from a defensive position. This week’s largely positive public response comes after months of criticism of the Waleses’ handling of communications about Kate’s health.

Speculation ran riot online when Kate was not seen in public for months following “planned” abdominal surgery in January. An attempt to quash the rumors failed in March when a public appearance by Will and Kate at a Windsor farm stand was questioned, and then a family portrait was found to have been digitally altered. Kate’s announcement that she was being treated for an undisclosed form of cancer followed soon afterwards, and mixed messages regarding her prognosis meant that the public never quite let up on the speculation.

Now, PR consultant Mark Borkowski notes that this latest Palace comms effort, spearheaded with such a glossy social media video, demonstrates that the royal family is on the front foot.”

“It shows they learnt from earlier mistakes. They lost control of the cancer narrative by staying silent,” Borkoswki told TIME Magazine.

In a carefully worded voiceover, Kate remarks: “The last nine months have been incredibly tough for us as a family. Life as you know it can change in an instant and we have had to find a way to navigate the stormy waters and road unknown.” The Princess has, until now, kept her cards close to her chest and has never let the public see more of her private life than is strictly necessary. I’m not holding my breath for that to change—after all, Kate’s mystique, like the monarchy’s, is a huge part of her public appeal.

Sharing some deeply personal sentiments about her cancer journey is a bold departure from Kate’s playbook thus far, but not everyone is buying what the Waleses are selling. Over at the Daily Beast, Tom Sykes declared, “The reign of King William and Queen Kate, we were put on notice Monday, will be shiny, professional and digital-first, with a heavy focus on artfully configured cornfields, butterflies, positivity, flattering light, sunsets, picnics in the forest, card games and snogging Prince William on the beach.”

Do I detect a hint of mockery?

Sykes, who touts his ability to casually liaise with sources close to the royal family, quoted one of the Waleses’ “friends” as considering the video “the reset to end all resets. This is Kate and William as they mean to go on. It’s family first and f*** the haters, f*** the press, f*** Harry and Meghan.”

Yes, because when I don’t know about y’all, but when I’m proving that the best revenge is living well, I also make sure to badmouth everyone I’ve seen as slighting me in the process. It really drives home the “unbothered” point. The real irony of it all is that this “new image” of the Wales family seems to be torn directly from the Sussex’s playbook. I thought “slice of life” video clips were cringe and try-hard?

Kate put things a bit more eloquently than Sykes’ source when she said in the video: “Doing what I can to stay cancer-free is now my focus. Although I have finished chemotherapy, my path to healing and full recovery is long and I must continue to take each day as it comes. I am however looking forward to being back at work and undertaking a few more public engagements in the coming months when I can.”

I’d caution you against developing (or deepening) a parasocial relationship with the Princess of Wales at this time, though. TIME Magazine notes that “Kate’s video was shot by William Warr, creative director of Detail Films, which says it combines film production techniques and strategic marketing to create ‘beautiful branded films’.” The firm says on its website: “We exist to help brands tell stories that speak to their audience.”

Borkowski further reminds us, “Kate’s journey is profound and deeply personal, but [the royal family has] learned that emotion can be controlled – and weaponized – in small, potent doses. By doing this through a polished film, they maintain dignity and control while still appearing relatable.”

I’m willing to brave the pitchforks and torches to remind you that the British monarchy simply hasn’t made it 1000 years by putting family first. And Will and Kate may be the future of the royal family, but continuing to operate under that label will always require brand loyalty—and promotion.

Of course, many things can be true at once, and some have been quick to point out that the Waleses’ video seems a bit “contrived,” accusing it of being developed to shape public perception and portray a more relatable image of the royal family. English comedian Sooz Kempner even parodied the video by re-editing it with the soundtrack from the TV show “Succession.” As far as I’m concerned, it’s now required viewing:

Those viewing the Waleses’ (original) video as a carefully crafted PR move may be overly focused on the more cynical aspects at play here, but they’re not wrong. Everything this family does is “contrived,” orchestrated, and finangled to give the public exactly the impression of the monarchy they’d most like to see.

I’ve noted in the past that Will and Kate’s PR moves suggest that they are, indeed, operating in a “f*** the haters” frame of mind. Their branding decisions aren’t catered to their critics; they appeal first and foremost to their staunchest, most loyal supporters. So if this video was saccharinely sweet, working just a little too hard to show off Will and Kate’s familial bliss in the face of cancer, then I think we can assumed that was sort of the point. If the message was meant for you, you won’t be questioning it.

Nor will you question the mixed messages that managed to sneak through even this KP victory.

Meredith Constant

has drawn my attention to conflicting wording from the Palace after Kate’s statement that “remaining cancer-free” is now her focus. Apparently, briefings to reporters suggest that we shouldn’t interpret all the triumphant frolicking as a sign of the all-clear. Head over to

Pulling Threads by Meredith Constant

for more on this fumble!