Prince William said it's been the 'hardest year' of his life. It marks a shift for the royal family's image.

Prince William said it's been the 'hardest year' of his life. It marks a shift for the royal family's image.
  • Prince William said 2024 has been his hardest year because of his family's health issues.

  • William's openness marks a shift from the royal family's traditional public-relations approach.

  • Experts said this could be part of a strategy to appear more relatable amid scrutiny over finances.

Prince William this week opened up about his "brutal" year amid King Charles and Kate Middleton's cancer diagnoses.

Speaking to reporters in Cape Town, South Africa, William said it's been "dreadful" and "the hardest year in my life."

His comments are a significant shift from the royal family's motto: "Never complain, never explain," which was a hallmark of Queen Elizabeth II's reign.

King Charles' biographer, Robert Hardman, told the BBC's "Today" show that the prince's candid admission reflected how the royal family is "resetting the dial" on their public image.

'Another annus horribilis'

Richard Fitzwilliams, a royal commentator and a public-relations consultant, told Business Insider that William's comments were a "seismic change" and a positive move away from the late Queen's PR approach.

"It's been another 'annus horribilis' but for totally different reasons," Fitzwilliams said, referencing a Latin phrase that translates to "horrible year."

Queen Elizabeth in April 2022.
Queen Elizabeth II died in 2022.WPA Pool/Getty Images

Queen Elizabeth II used the phrase in 1992 after Charles, Prince Andrew, and Princess Anne all ended their respective marriages. In the same year, a fire destroyed parts of Windsor Castle, causing more than $47.2 million worth of damage.

By all accounts, it's been another difficult year for the royal family. Buckingham Palace confirmed in February that Charles had been diagnosed with cancer following a prostate procedure.

The king was relatively open about his experience. During a meeting with then-UK Prime Minister Rishi Sunak on February 21, Charles said the support he'd received had "reduced me to tears."

The royal family wasn't initially as forthcoming about the Princess of Wales' cancer diagnosis.

Kate Middleton and Prince William wave from a balcony during King Charles' coronation in May 2023.
Kate Middleton and Prince William attended King Charles' coronation day in May 2023.Max Mumby/Indigo/Getty Images

Kate announced in March that she was undergoing chemotherapy treatment following weeks of online speculation and conspiracy theories about her absence from public duties.

In September, Kate released a video on Instagram saying she'd completed the treatment but added that her path to healing would be "long."

In comparison, Queen Elizabeth II was extremely private about her health. In the biography, "Elizabeth: An Intimate Portrait," Gyles Brandreth wrote about a rumor that the Queen was suffering from bone-marrow cancer before she died. (This was never confirmed by the palace.)

The battle for relatability

Experts said William's recent interview could be part of a wider strategy to promote the royals as a relatable family.

It follows a controversial investigation over royal finances.

The joint investigation by Channel 4's Dispatches and The Sunday Times reported that William and Charles' private Duchy estates were making millions in profit from leasing lands to public bodies in the UK, including Britain's National Health Service, prisons, schools, the army, and the navy.

King Charles laughs as Prince William pins something to his chest.
Experts said William's recent interview could be part of a wider strategy to promote the royals as a relatable family.Chris Jackson/Buckingham Palace via Getty Images/Handout via REUTERS

William and Charles are exempt from paying tax on the corporate profit they make from these estates, the investigation said.

The report added that in 2023, the king's Duchy of Lancaster estate made £27.4 million, or about $35.4 million, while William's Duchy of Cornwall made £23.6 million, or $30.5 million.

"With all the recent scrutiny over royal estates, William's candidness could be a move to foster trust and show they're human, just like the rest of us," Jack Johnson, a creative director at the PR agency One March, said.

"William is smart, and he sees that this attitude of being a real person rather than a godlike figure that's untouchable is a much more popular and powerful way to approach the people of his country," Jane Owen, the CEO of a global PR agency, said.

Russell Myers, a royal editor at ITV who was present during William's interview in Cape Town, said on the British talk show "Lorraine" that it was significant because it was the first time William spoke openly about the topic.

"I think that pays tribute to all the other people who go through it with family members," Myers said, adding that the prince's words will "resonate" with people.

"He will be king one day, and it's important for the future of the monarchy that he's a popular one," Owen said.

Buckingham Palace and Kensington Palace did not immediately respond to a request for comment from BI.

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