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What the royal family doesn't understand about PR in 2024

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What the royal family doesn't understand about PR in 2024

The Duchess of Cambridge walks around Ballymena, Northern Ireland on February 28, 2019. She has recently disappeared from the public eye after having abdominal surgery.

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The Duchess of Cambridge walks around Ballymena, Northern Ireland on February 28, 2019. She has recently disappeared from the public eye after having abdominal surgery.

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Let me get this out of the way right now: I have yet to see anything that has persuaded me that anything is “going on” with Kate Middleton other than what the palace originally said: She had abdominal surgery, the recovery is involved enough that she needs months away from her work, and that’s the story.

But the absolute clown show that has been the palace’s handling of spiraling speculation about her has made the whole thing worse and underscored that whatever command they once had over “controlling the narrative” has deserted them. I’m not sure they have a Kate problem, but I think they have a massive, pressing comms problem. There are several foundational pieces of advice about the current media environment that the palace — “the firm,” as we’ve now heard it called so often — either does not understand or has not accounted for.

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You will not stop Reddit and TikTok from speculating, so do not try.

The term “conspiracy theory” is overused at this point. A conspiracy theory involves seemingly disconnected parties working in undisclosed tandem to keep something secret. What’s more relevant to this story is something I would call recreational conjecture.

“She’s dead,” “She’s missing,” “She’s in a coma” and “She’s planning to get a divorce” are the kinds of things that don’t even qualify as rumors, exactly; they are flights of fancy done for entertainment and social interaction. While some ideas like this show up in more traditional media, their multipliers and magnifiers are social spaces like TikTok and Reddit. People in those social spaces who most enthusiastically engage in this do not require supporting evidence for recreational conjecture, nor does factual refutation reliably stop them. Putting out pictures, statements, strategic leaks — there’s no point. There is always a way to take a piece of evidence, put it next to your pet theory, and pound it with a hammer until it seems like it fits together. Trying to keep people from speculating on TikTok is like trying to stop it from raining.

Do not feed amphetamines to a dragon you are hoping will fall asleep.

It is impossible to stop recreational conjecture in its tracks. It is possible, however, not to spur it on. The release of the Mother’s Day photo is the most obvious misstep in this entire debacle. In retrospect, it’s just a mom and her kids — they didn’t say it was a photo from right now. They didn’t say it was meant as some kind of proof of life. But it should have been clear to any clever PR person that it would be taken that way and closely scrutinized.

It’s too late in the game to pretend that a nice photo is just a nice photo. That cycle of speculate-and-post, speculate-and-post-again, thrives on new “evidence.” That means the best thing to say is nothing. Keep repeating: we told you she was having surgery and wouldn’t be working in public until Easter. We told you she was having surgery and wouldn’t be working in public until Easter. We told you … you see what I mean? Yes, the speculation rages, and yes, it’s terrible, and yes, it probably really hurts. But if the reason people are so curious is that they haven’t seen her recently, and if you aren’t going to change that fact, the best you can do is deprive the cycle of oxygen — at least oxygen that comes from you.

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People are bored out there.

Look, internet “sleuths” can be a real problem. They have misidentified people as having committed terrible crimes. They have screwed with people’s lives. But there’s another category of people relevant to this story: the bored basics who may not be into sleuthing, but they know what Photoshop disasters look like. They’ve been looking at YouTube videos, Tumblr accounts and the r/PhotoshopFails subreddit for ages. It’s been 35 years since Oprah’s head was depicted on Ann-Margret’s body on the cover of TV Guide. People are onto this stuff, and the current roiling debates about AI have only fed these media-authenticity hobbyists.

It would be one thing if the Mother’s Day photo had taken highly advanced forensic examination for people to determine that it had been substantially manipulated. It did not. This was an easy one. People have time. They’re out there analyzing the reliability of eye shadow swatches. They’re out there examining how people on Instagram make themselves seem rich. If you put a pretty obviously (and clumsily) edited photo out, people will look at it extremely carefully, especially if there is already wild speculation swirling out there. This was very, very, very easy to see coming.

As a story evolves, your strategy has to evolve, too.

Think of it like this: The more you are already being questioned about hiding the truth, the more definitively anything you release must clarify what the truth is, or else it’s not worth putting it out at all. That’s why the photo of her in the car with William — again a photo of her as far as anyone knows! — will not help and will make everything worse. Does that look like the shape of her face? Sure! Does that look like someone who is recovering from surgery and isn’t ready to be photographed, which is exactly the story they’ve been telling from the beginning? Sure!

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Prince William and Kate smile following their marriage at Westminster Abbey on April 29, 2011.

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Prince William and Kate smile following their marriage at Westminster Abbey on April 29, 2011.

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However, will a photo of the back of someone’s head slow all this down at this point? Absolutely not! No! I know a lot of people who, like me, initially were inclined to give the benefit of the doubt to the most mundane explanation of all this: Surgery can be very taxing, especially abdominal surgery, and the attention on her is so intense that she probably didn’t want to be seen until she felt 100% ready. But the more weird stuff happens, the more some people start to wonder what on earth is going on. When you have shaken people’s faith in anything you say, just stop talking.

Today’s hero is tomorrow’s target.

It can feel like the palace effectively managed the public perception of Harry and Meghan (with some help from Harry and Meghan), and by doing so, like they burnished and boosted William and Kate as better and more worthy royals. But it doesn’t really work that way. If you have two couples and they are placed in parallel (because the men are brothers — Diana’s sons — and because of the splashy weddings), there doesn’t have to be one winner and one loser. Everybody can have a turn in the figurative dunk tank, and it’s going to be just as awful every time. Gossip abhors a vacuum to a degree nature can only aspire to, so it’s a grave mistake to count on gentle treatment just because somebody else received the opposite.

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Video: First Batch of Epstein Files Provides Few Revelations

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Video: First Batch of Epstein Files Provides Few Revelations

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First Batch of Epstein Files Provides Few Revelations

The Justice Department, under pressure from Congress to comply with a law signed by President Trump, released more than 13,000 files on Friday arising from investigations into Jeffrey Epstein.

Put out the files and stop redacting names that don’t need to be redacted. It’s just — who are we trying to protect? Are we protecting the survivors? Or are we protecting these elite men that need to be put out there?

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The Justice Department, under pressure from Congress to comply with a law signed by President Trump, released more than 13,000 files on Friday arising from investigations into Jeffrey Epstein.

By McKinnon de Kuyper

December 20, 2025

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Apple, Google tell workers on visas to avoid leaving the U.S. amid Trump immigration crackdown

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Apple, Google tell workers on visas to avoid leaving the U.S. amid Trump immigration crackdown

With reported months-long consulate and embassy delays, Google and Apple say employees on H-1B visas should stay put in the U.S. right now to avoid the risk of getting stranded abroad. The latter tech company’s headquarters campus is seen in Mountain View, Calif.

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Apple and Google are warning some U.S-based employees on visas against traveling outside of the country to avoid the risk of getting stuck coming back, as the Trump administration toughens vetting of visa applicants, according to recent internal memos from the tech companies that were reviewed by NPR.

U.S. consulates and embassies have been reporting lengthy, sometimes months-long delays, for visa appointments following new rules from the Department of Homeland Security requiring travelers to undergo a screening of up to five years’ of their social media history — a move criticized by free speech advocates as a privacy invasion.

For Apple and Google, which together employ more than 300,000 employees and rely heavily on highly-skilled foreign workers, the increased vetting and reports of extended delays were enough for the companies to tell some of their staff to stay in the U.S. if they are able to avoid foreign travel.

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“We recommend avoiding international travel at this time as you risk an extended stay outside of the U.S.,” Berry Appleman & Leiden, a law firm that works with Google, wrote to employees.

The law firm Fragomen, which works with Apple, wrote a similar message: “Given the recent updates and the possibility of unpredictable, extended delays when returning to the U.S., we strongly recommend that employees without a valid H-1B visa stamp avoid international travel for now,” the memo read. “If travel cannot be postponed, employees should connect with Apple Immigration and Fragomen in advance to discuss the risks.”

Apple and Google declined to comment on the advisories, which were first reported by Business Insider.

It’s the latest sign of how the Trump administration’s aggressive immigration policies are affecting the foreign-born workforce in the U.S.

Earlier this year, the White House announced that companies will be subjected to a $100,000 fee for all new H-1B visas, a type of visa popular among tech companies eager to hire highly skilled workers from abroad.

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H-1Bs typically last three years, and applicants have to return to an embassy or consulate in their home country for a renewal, but reports suggest such a routine trip could lead to people being stranded for months as a result of the Trump administration’s new policies.

On Friday, The Washington Post reported that hundreds of visa holders who traveled to India to renew their H-1Bs had their appointments postponed with the State Department explaining that officials needed more time to ensure that no applicants “pose a threat to U.S. national security or public safety.”

At Google, the Alphabet Workers’ Union has been campaigning for additional protections for workers on H-1B visas. Those workers would be particularly vulnerable in the event Google carried out layoffs, since losing employer sponsorship could jeopardize their legal status, said Google software engineer Parul Koul, who leads the union.

The need to support H-1B holders at Google, she said, has “only become more urgent with all the scrutiny and heightened vetting by the Trump administration around the H1B program, and how the administration is coming for all other types of immigrant workers.”

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U.S. launches strikes in Syria targeting Islamic State fighters after American deaths

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U.S. launches strikes in Syria targeting Islamic State fighters after American deaths

President Donald Trump and Defense Secretary Pete Hegseth salute as carry teams move the transfer cases with the remains of Iowa National Guard soldiers Sgt. William Nathaniel Howard, 29, of Marshalltown, Iowa, and Sgt. Edgar Brian Torres-Tovar, 25, of Des Moines, Iowa, and civilian interpreter Ayad Mansoor Sakat, who were killed in an attack in Syria, during a casualty return, Wednesday, Dec. 17, 2025 at Dover Air Force Base, Del.

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WASHINGTON — The Trump administration launched military strikes Friday in Syria to “eliminate” Islamic State group fighters and weapons sites in retaliation for an ambush attack that killed two U.S. troops and an American civilian interpreter almost a week ago.

A U.S. official described it as “a large-scale” strike that hit 70 targets in areas across central Syria that had IS infrastructure and weapons. Another U.S. official, who also spoke on condition of anonymity to discuss sensitive operations, said more strikes should be expected.

“This is not the beginning of a war — it is a declaration of vengeance. The United States of America, under President Trump’s leadership, will never hesitate and never relent to defend our people,” Defense Secretary Pete Hegseth said on social media.

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The new military operation in Syria comes even as the Trump administration has said it’s looking to focus closer to home in the Western Hemisphere, building up an armada in the Caribbean Sea as it targets alleged drug-smuggling boats and vowing to keep seizing sanctioned oil tankers as part of a pressure campaign on Venezuela’s leader. The U.S. has shifted significant resources away from the Middle East to further those goals: Its most advanced aircraft carrier arrived in South American waters last month from the Mediterranean Sea.

Trump vowed retaliation

President Donald Trump pledged “very serious retaliation” after the shooting in the Syrian desert, for which he blamed IS. Those killed were among hundreds of U.S. troops deployed in eastern Syria as part of a coalition fighting the militant group.

During a speech in North Carolina on Friday evening, the president hailed the operation as a “massive strike” that took out the “ISIS thugs in Syria who were trying to regroup.”

Earlier, in his social media post, he reiterated his backing for Syrian President Ahmad al-Sharaa, who Trump said was “fully in support” of the U.S. effort.

Trump also offered an all-caps threat, warning IS against attacking American personnel again.

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“All terrorists who are evil enough to attack Americans are hereby warned — YOU WILL BE HIT HARDER THAN YOU HAVE EVER BEEN HIT BEFORE IF YOU, IN ANY WAY, ATTACK OR THREATEN THE U.S.A.,” the president added.

The attack was conducted using F-15 Eagle jets, A-10 Thunderbolt ground attack aircraft and AH-64 Apache helicopters, the U.S. officials said. F-16 fighter jets from Jordan and HIMARS rocket artillery also were used, one official added.

U.S. Central Command, which oversees the region, said in a social media post that American jets, helicopters and artillery employed more than 100 precision munitions on Syrian targets.

How Syria has responded

The attack was a major test for the warming ties between the United States and Syria since the ouster of autocratic leader Bashar Assad a year ago. Trump has stressed that Syria was fighting alongside U.S. troops and said al-Sharaa was “extremely angry and disturbed by this attack,” which came as the U.S. military is expanding its cooperation with Syrian security forces.

Syria’s foreign ministry in a statement on X following the launch of U.S. strikes said that last week’s attack “underscores the urgent necessity of strengthening international cooperation to combat terrorism in all its forms” and that Syria is committed “to fighting ISIS and ensuring that it has no safe havens on Syrian territory and will continue to intensify military operations against it wherever it poses a threat.”

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Syrian state television reported that the U.S. strikes hit targets in rural areas of Deir ez-Zor and Raqqa provinces and in the Jabal al-Amour area near the historic city of Palmyra. It said they targeted “weapons storage sites and headquarters used by ISIS as launching points for its operations in the region.”

IS has not said it carried out the attack on the U.S. service members, but the group has claimed responsibility for two attacks on Syrian security forces since, one of which killed four Syrian soldiers in Idlib province. The group in its statements described al-Sharaa’s government and army as “apostates.” While al-Sharaa once led a group affiliated with al-Qaida, he has had a long-running enmity with IS.

The Americans who were killed

Trump this week met privately with the families of the slain Americans at Dover Air Force Base in Delaware before he joined top military officials and other dignitaries on the tarmac for the dignified transfer, a solemn and largely silent ritual honoring U.S. service members killed in action.

The guardsmen killed in Syria last Saturday were Sgt. Edgar Brian Torres-Tovar, 25, of Des Moines, and Sgt. William Nathaniel Howard, 29, of Marshalltown. Ayad Mansoor Sakat, of Macomb, Michigan, a U.S. civilian working as an interpreter, also was killed.

The shooting near Palmyra also wounded three other U.S. troops as well as members of Syria’s security forces, and the gunman was killed. The assailant had joined Syria’s internal security forces as a base security guard two months ago and recently was reassigned because of suspicions that he might be affiliated with IS, Interior Ministry spokesperson Nour al-Din al-Baba has said.

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The man stormed a meeting between U.S. and Syrian security officials who were having lunch together and opened fire after clashing with Syrian guards.

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