Few recent news events have captured the attention of the world like the death of Queen Elizabeth II after having served 70 years on the throne. There are some lessons we as public relations professionals can learn from the way the ceremonies surrounding this event are playing out across every imaginable platform and media outlet.
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Have a plan
The British Government had such an elaborate plan for the death of the monarch that they had a name for it, “Operation London Bridge.” It included details about how the news was going to be shared, the exact timing of events, who is to attend the funeral and what security measures will be taken. Nonprofits and responsible companies can take a page out of the royal book of PR; if you know something big is coming such as a change in leadership or a name change, think out the details ahead of time, designate a spokesperson and plan the timing of the release of information. You’ll be more likely to get the attention you desire and avoid confusion that can lead to mistakes.
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Consider the details
King Charles III had a lifetime to prepare for the speech he gave the day after the death of his mother the Queen. Knowing it would be dissected and analyzed like the Zapruder film, every detail was deliberate, right down to the framed family photograph of the Queen that was visible at his side. The new King also picked his words carefully. He honored his mother’s “life of service,” assured his public he shared in their “sense of loss beyond measure,” made news by announcing his oldest son William would be the new Prince of Wales and had warm words for his estranged son Prince Harry. When writing a key address, think about both the audience you are trying to reach (in his case the British people) and the story told by the visuals presented by the setting.
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Make room for natural sound
Whether it is the tolling of bells, the marching of horses, or even a moment of silence – sometimes the natural sound associated with a ceremony can be as powerful as the words that are spoken. Besides the various ceremonies surrounding the death of Queen Elizabeth II, natural sound was also an important part of September 11 commemorations this weekend. If you are planning an event and there is an opportunity for natural sound, such as applause for the graduates at a commencement, pause to give it time to breathe so people can experience it.
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Seize the Unexpected Image
One of the most poignant images of the immediate aftermath of the Queen’s death was the appearance of a double rainbow over Buckingham Palace after her death. It was at once sad and hopeful. Another example was the images of Prince William and Prince Harry appearing together with their wives to acknowledge the well-wishers at Windsor Castle. Always be on the lookout for the spontaneous image that can tell your story better than a posed photograph and when you find one, be sure to share it.
There are many factors to consider when planning an event or an announcement. Although organizations don’t have several decades to ponder how every moment will play out, carefully considering the timing, protocol, wording, and visuals can ensure everything will go smoothly.
