EDITORIAL: By Royal appointment

The recruitment consultant hired to find a director of communications for the Royal family is considering asking agencies or client companies to second a PR expert to the role. At least this shows the Palace is looking in the right direction, and hopes to hire a senior PR professional rather than some washed up tabloid hack.

The recruitment consultant hired to find a director of

communications for the Royal family is considering asking agencies or

client companies to second a PR expert to the role. At least this shows

the Palace is looking in the right direction, and hopes to hire a senior

PR professional rather than some washed up tabloid hack.



It also shows how difficult it could be to fill the position on a

permanent basis. The PR problems facing the Royal family require someone

at the peak of their powers, but whoever takes the job can expect to

find themselves the focus of feverish media attention in their own

right, a prospect few PR people would find comfortable. And there is

also a professional risk - it would be a very public arena in which to

fail.



A fixed term appointment with the guarantee of a return to commercial

life could make the position much more attractive. But it would also

allow whoever takes the job to retain a level of objectivity that will

be crucial to the role. Telling harsh truths to a Royal family which has

been insulated from them for too long will be the first step along the

road to PR salvation.



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