Prince William has recruited Liza Ravenscroft, a crisis PR expert nicknamed “bulletproof sunshine,” to manage potential communication challenges for the Royal Family.

While intended as a proactive measure, some experts question whether it’s a truly strategic move.

Who is Liza Ravenscroft?

Ravenscroft’s LinkedIn profile highlights her experience with high-stakes situations, including boycott campaigns, sexual allegations, safety issues, and geopolitical risks. Her approach emphasizes human-led responses aimed directly at relevant audiences—a skill set suited for handling the Royal Family’s highly scrutinized public image.

Reports suggest Ravenscroft may have been recommended by Julian Payne, King Charles’ former communications secretary and her current boss. The Palace maintains that her recruitment is not solely due to her expertise in crisis management, though her training is expected to be an asset.

Expert opinion on move

Mirror reports that some PR experts consider the hire a “shrewd move,” given the frequent crises that arise within the royal household. Having a dedicated crisis manager could help anticipate issues, prepare messaging, and respond swiftly to controversies.

However, critics argue that the appointment may be more about optics than strategy, emphasizing the importance of real, effective crisis resolution rather than appearances alone.

Popularity and public perception

Despite ongoing scandals and internal family disputes, Prince William and Princess Catherine continue to top popularity charts among Britons. Surveys show the majority of citizens hold a positive view of the couple, and half of respondents believe the monarchy represents good value for money.

That said, previous scandals, such as those involving Prince Andrew, have left lasting marks on the monarchy’s reputation, reinforcing the need for careful public relations management.