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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.
Charles McQuillan/Getty Images
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.
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.
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.
Like many amateur photographers, I do occasionally experiment with editing. I wanted to express my apologies for any confusion the family photograph we shared yesterday caused. I hope everyone celebrating had a very happy Mother’s Day. C
— The Prince and Princess of Wales (@KensingtonRoyal) March 11, 2024
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!
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.
Chris Jackson/Getty Images
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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Bus riders to Montgomery retrace old steps while fighting a new fight
A man sings a spirtual song during a voting rally, Saturday, May 16, 2026, in Montgomery, Ala.
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Mike Stewart/AP
MONTGOMERY, Ala.— In 1965, Black Americans peacefully demonstrated for voting rights and were beaten by Alabama state troopers before returning two weeks later to complete their march under federal protection. Keith Odom was a toddler then.
Now 62 years old, the union man and grandfather of three retraced some of their final steps. On Saturday, he came from Aiken, South Carolina, to Atlanta, where he joined several dozen other activists on two buses to Montgomery, Alabama. A few hours later, he stepped off his bus and onto Dexter Avenue, where the original march concluded.
“The history here — being a part of it, seeing it, feeling it,” said Odom, who is Black.

His voice trailed off as he saw the Alabama Capitol and a stage that sat roughly where the Rev. Martin Luther King Jr. concluded the original march.
Odom lamented that he and his fellow bus riders were not simply commemorating that seminal day in the Civil Rights Movement. Instead they came to renew the fight. The 1965 effort helped push Congress to send the Voting Rights Act to Democratic President Lyndon B. Johnson to sign, securing and expanding political power for Black and other nonwhite voters for more than a half-century.
Saturday’s “All Roads Lead to the South” rally was the first mass organizing response after a U.S. Supreme Court ruling that severely diminished that landmark law. Striking down a majority Black congressional district in Louisiana, the justices concluded in a 6-3 ruling that considering race when drawing political lines is in itself discriminatory. That spurred multiple states, including Alabama, to redraw U.S. House districts in ways that make it harder for Black voters, who lean overwhelmingly Democratic, to elect lawmakers of their choice.
“I’m not trying to live a life that’s going backwards,” Odom said. “I want to go forward, for my grandchildren to be able to go forward.”
Keith Odom, a forklift driver from Aiken, S.C., looks out from his bus seat as he arrives in Montgomery, Ala., for a voting rights rally Saturday, May 16, 2026.
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Bill Barrow/AP
An old political battle is new again
The passenger rosters and the scene when riders arrived in Montgomery sounded the echoes and rhymes of past and present.
“I talked to my grandmother before I came, and she was so excited,” said Justice Washington, a Kennesaw State University student named because her mother and grandmother had faith in the American system. “My grandmother told me she did her part, and now it’s time for me to do mine.”
No one on the Atlanta buses had reached voting age when the Voting Rights Act became law. The youngest attendee was born as Democrat Barack Obama was elected the first Black president in 2008.
Kobe Chernushin is 18, white and just graduated high school in Atlanta’s northern suburbs. He is an organizer with the Georgia Youth Justice Coalition and spent the day filming Khayla Doby, a 29-year-old executive for the organization, doing standups for the group’s followers on social media.
“I believe in the power of showing up,” he said.

The buses launched from the congressional district in Georgia once represented by John Lewis, bloodied on the Edmund Pettus Bridge in Selma, Alabama, when he was 25. Lewis died in 2020, but some on the buses Saturday celebrated that a proposed federal election overhaul is named for him. If some Democrats get their way, the bill would override the U.S. Supreme Court, reinvigorate the Voting Rights Act and outlaw the kind of gerrymandering competition that Republican President Donald Trump has instigated.
“I’m here because of the same forces that pulled on John Lewis when he was a student,” said Darrin Owens, 27. He has worked for former Vice President Kamala Harris and now trains Democratic candidates.
“Political activism is personal,” Owens said, explaining that he attended Saturday as a citizen, not a political professional. “Sometimes those lines are blurred, and as a Black person in America, a Black person living in a Southern state, I’m committed to action that stops what I consider to be un-American, this possibility that the person who represents me is someone who is not from my community and does not understand me or my community.”
When he arrived, Owens saw no federal authorities on Montgomery’s streets. A wounded, recovering Lewis did during the second march in 1965.
This time many of the Alabama troopers and local officers who walked the area were Black.
The buses and sandwich lunches had been arranged by Fair Fight Action, a legacy of the political network built by Georgia Democrat Stacey Abrams, who became a national figure in her unsuccessful runs in 2018 and 2022 to become the first Black woman elected governor in U.S. history. No Black woman has yet achieved that feat.
Bee Nguyen, left, talks to Carole Burton, center, and Tondalaire Ashford at a voting rights rally Saturday, May 16, 2026, in Montgomery, Ala.
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Bill Barrow/AP
Different generations share their stories
At different points, Montgomery has branded itself as the cradle of the Confederacy and the cradle of the modern Civil Rights Movement.
“It feels like our country is stuck in this pattern of making progress, then there’s a huge backlash, and then people have to go through the same battle again just to get to where we were,” said Phi Nguyen, the 41-year-old daughter of Vietnamese refugees. She is now a civil rights lawyer in Atlanta.
She stood across from the church where a young King led the Montgomery Bus Boycott in 1955 and not far from where Jefferson Davis took the oath of office in 1861 as the slavery-defending Confederate president.
Nguyen and her sister Bee, a 44-year-old who served in the Georgia General Assembly and ran for statewide office, met two other women as they walked. Carole Burton and Tondalaire Ashford are 72-year-old Montgomery residents who have been friends since they were in a segregated junior high school and then newly desegregated Sidney Lanier High School.
“I don’t call it ‘integration,’” Ashford said, pointing at her dark skin. “It was never real integration, and it’s not like we can ever just blend in.”
Burton described them as being “in the second wave” of Black students. “It wasn’t easy,” she said. “And we had to support each other.”
They remember their parents not being able to vote in the era of poll taxes, literacy tests and other racist restrictions that the Voting Rights Act eventually outlawed. But they smiled as they swapped family histories with the Nguyens.
Burton said immigrants, descendants of enslaved persons and Native Americans have different but overlapping paths. “We just want to be treated like people with the same rights and opportunities the country has promised us,” she said. “They’ve never fully lived up to it.”
Aaron McGuire sings a spirtual song during a voting rally, Saturday, May 16, 2026, in Montgomery, Ala.
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Mike Stewart/AP
Conflicting legacies are at stake
To Odom, who had begun his journey Saturday in South Carolina, the current U.S. Supreme Court reinforced that history by refusing to see some race-conscious election policy as a way to ensure fair representation, not simply the “technical right to vote.”
He recalls decades of his life being represented by Strom Thurmond, a segregationist Democratic governor who became a “Dixiecrat” presidential candidate and U.S. senator — by now as a Republican — into the 21st century. Odom said he fears his state losing U.S. Rep. Jim Clyburn, a senior member of the Congressional Black Caucus, through redistricting.
“They want to take away that legacy when we’re still living with Strom’s?” Odom said.
Odom said he is also worried that the young people who participated Saturday are not a vanguard but outliers.
“I was talking to a 20-year-old co-worker about this trip,” he said. “She told me she supported me but didn’t want to do it or work for anybody” running for office. “She wondered what any of them are going to do for her.”
Nonetheless, he said on the way home, “I’m still going to tell her what I saw and what I heard.”
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Louisiana Sen. Bill Cassidy loses in Republican primary, does not advance to runoff
One observer of the current Senate race in Louisiana noted that Sen. Bill Cassidy could lose his reelection bid.
Annie Flanagan for NPR
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Annie Flanagan for NPR
Sen. Bill Cassidy lost Saturday’s Louisiana Republican primary according to a race call by the Associated Press.
Cassidy, who served two terms in the Senate, was one of seven Republican senators who voted to convict President Trump after the January 6th insurrection at the Capitol. That vote put him at odds with Trump and his MAGA coalition, ultimately leading Trump to push Rep. Julia Letlow to run against Cassidy.
Cassidy’s bid for a third term was viewed as a test of Trump’s grip on the party–and of what voters want from their representatives in Washington. The primary pitted Cassidy, a veteran lawmaker, former physician and chair of the powerful Senate health committee, against Letlow, a political newcomer and a millennial MAGA loyalist.
A detailed view of a hat that reads, Run Julia Run, is seen at a campaign event for Rep. Julia Letlow (R-LA) on May 6, 2026 in Franklinton, Louisiana.
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Tyler Kaufman/Getty Images
A former college administrator, Letlow won a special election in 2021 for the House seat her late husband, Luke, was set to assume before he died from COVID in 2020.
In Congress, Letlow sponsored a bill to collect oral histories from the pandemic and has focused on education and children. She introduced the “Parents Bill of Rights Act,” which would allow parents to review classroom materials like library books and require schools to notify parents if their child requests different pronouns, locker rooms or sports teams.
She also serves on the powerful appropriations committee and has embraced Trump’s agenda.
Letlow, who came first in Saturday’s primary, will face Louisiana state Treasurer John Fleming in the runoff on June 27. Cassidy came in third.
The election result is a victory for President Trump who has put Republican loyalty to the test on the ballot so far this year in Indiana state senate primaries and in Cassidy’s race.
Another major test of Trump’s influence comes in Kentucky’s primary on Tuesday when Republican Rep. Thomas Massie, who has found himself at odds with the president, faces a challenger endorsed by Trump.
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Brass bands in Beijing make way for sticker shock at home as Trump returns to escalating inflation
WASHINGTON (AP) — President Donald Trump returned from the spectacle of a Chinese state visit to a less than welcoming U.S. economy — with the military band and garden tour in Beijing giving way to pressure over how to fix America’s escalating inflation rate.
Consumer inflation in the United States increased to 3.8% annually in April, higher than what he inherited as the Iran war and the Republican president’s own tariffs have pushed up prices. Inflation is now outpacing wage gains and effectively making workers poorer. The Cleveland Federal Reserve estimates that annual inflation could reach 4.2% in May as the war has kept oil and gasoline prices high.
Trump’s time with Chinese leader Xi Jinping appears unlikely to help the U.S. economy much, despite Trump’s claims of coming trade deals. The trip occurred as many people are voting in primaries leading into the November general election while having to absorb the rising costs of gasoline, groceries, utility bills, jewelry, women’s clothing, airplane tickets and delivery services. Democrats see the moment as a political opportunity.
“He’s returning to a dumpster fire,” said Lindsay Owens, executive director of Groundwork Collaborative, a liberal think tank focused on economic issues. “The president will not have the faith and confidence of the American people — the economy is their top issue and the president is saying, ‘You’re on your own.’”
The president’s trip to Beijing and his recent comments that indicated a tone-deafness to voters’ concerns about rising prices have suggested his focus is not on the American public and have undermined Republicans who had intended to campaign on last year’s tax cuts as helping families.
Trump described the trip as a victory, saying on social media that Xi “congratulated me on so many tremendous successes,” as the U.S. president has praised their relationship.
Trump told reporters that Boeing would be selling 200 aircraft — and maybe even 750 “if they do a good job” — to the Chinese. He said American farmers would be “very happy” because China would be “buying billions of dollars of soybeans.”
“We had an amazing time,” Trump said as he flew home on Air Force One, and told Fox News’ Bret Baier in an interview that gasoline prices were just some “short-term pain” and would “drop like a rock” once the war ends.
Inflationary pain is not a factor in how Trump handles Iran
Trump departed from the White House for China by saying the negotiations over the Iran war depended on stopping Tehran from developing nuclear weapons. “I don’t think about Americans’ financial situation. I don’t think about anybody. I think about one thing: We cannot let Iran have a nuclear weapon,” Trump said.
That remark prompted blowback because it suggested to some that Trump cared more about challenging Iran than fighting inflation at home. Trump defended his words, telling Fox News: “That’s a perfect statement. I’d make it again.”
The White House has since stressed that Trump is focused on inflation.
Asked later about the president’s words, Vice President JD Vance said there had been a “misrepresentation” of the remarks. White House spokesman Kush Desai said the “administration remains laser-focused on delivering growth and affordability on the homefront” while indicating actions would be taken on grocery prices.
But as Trump appeared alongside Xi, new reports back home showed inflation rising for businesses and interest rates climbing on U.S. government debt.
His comments that Boeing would sell 200 jets to China caused the company’s stock price to fall because investors had expected a larger number. There was little concrete information offered about any trade agreements reached during the summit, including Chinese purchases of U.S. exports such as liquefied natural gas and beef.
“Foreign policy wins can matter politically, but only if voters feel stability and affordability in their daily lives,” said Brittany Martinez, a former Republican congressional aide who is the executive director of Principles First, a center-right advocacy group focused on democracy issues.
“Midterms are almost always a referendum on cost of living and public frustration, and Republicans are not immune from the same inflation and affordability pressures that hurt Democrats in recent cycles,” she added.
Democrats see Trump as vulnerable
Democratic lawmakers are seizing on Trump’s comments before his trip as proof of his indifference to lowering costs. There is potential staying power of his remarks as Americans head into Memorial Day weekend facing rising prices for the hamburgers and hot dogs to be grilled.
“What Americans do not see is any sympathy, any support, or any plan from Trump and congressional Republicans to lower costs – in fact, they see the opposite,” Senate Democratic leader Chuck Schumer of New York said Thursday.
Vance faulted the Biden administration for the inflation problem even though the inflation rate is now higher than it was when Trump returned to the White House in January 2025 with a specific mandate to fix it.
“The inflation number last month was not great,” Vance said Wednesday, but he then stressed, “We’re not seeing anything like what we saw under the Biden administration.”
Inflation peaked at 9.1% in June 2022 under Biden, a Democrat. By the time Trump took the oath of office, it was a far more modest 3%.
Trump’s inflation challenge could get harder
The data tells a different story as higher inflation is spreading into the cost of servicing the national debt.
Over the past week, the interest rate charged on 10-year U.S. government debt jumped from 4.36% to 4.6%, an increase that implies higher costs for auto loans and mortgages.
“My fear is that the layers of supply shocks that are affecting the U.S. economy will only further feed into inflationary pressures,” said Gregory Daco, chief economist at EY-Parthenon.
Daco noted that last year’s tariff increases were now translating into higher clothing prices. With the Supreme Court ruling against Trump’s ability to impose tariffs by declaring an economic emergency, his administration is preparing a new set of import taxes for this summer.
Daco stressed that there have been a series of supply shocks. First, tariffs cut into the supply of imports. In addition, Trump’s immigration crackdown cut into the supply of foreign-born workers. Now, the effective closure of the Strait of Hormuz has cut off the vital waterway used to ship 20% of global oil supplies.
“We’re seeing an erosion of growth,” Daco said.
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