Prince Harry’s Backup memoir and the strategy behind it

The interview sessions between the subject and the writer should be long – Reserve The length is not spare: it is reported to be 416 pages.

It will be translated into 16 different languages ​​and the audiobook version will be read by the princess herself.

It promises to be a global bestseller and will be the next raft in a highly strategic public relations campaign since Harry and Meghan left the royal family nearly three years ago to the day the book was published.

“From Harry and Meghan’s point of view, the public relations strategy is to set up shop for the future,” said royal correspondent and editor-in-chief Juliet Rieden. Australian Women’s Weekly.

“They want to be humanitarian activists. They need to get out there and tell the public what is wrong with their latest work and they want people to understand who they are and what they stand for.

“The immediate reaction is that a lot of people don’t like what they see, especially in the UK, but their jobs are in America. This is the focus of attention.”

By cutting themselves off from royal money, the Sussexes are self-funding the lifestyle of the one percent.

Meghan and Harry want to be activists.Credit:Getty

The book, for which Harry received a US$20 million ($29 million) advance, is bringing in the necessary income. Avans’ Harry donated $1.5 million to Sentebale, a children’s charity he co-founded in Lesotho and Botswana; and £300,000 ($528,000) to British charity WellChild, of which he is a royal patron.

A reserve is more than a commercial enterprise.

A reserve is more than a commercial enterprise.Credit:

But Reserve not just a commercial venture – the book will help establish the Sussexes among the popular-progressive-activist stars of the United States, in the world’s largest media market and the best launching pad for the social activism the Sussexes want to pursue.

Penguin Random House says the book will cover Harry’s life from childhood to the present with “raw, unflinching honesty”, including “his devotion to service, his military service which took him twice to the front”. Afghanistan and his joy in being a husband and father.”

The first leaks from the book included the shocking revelation in 2019 that William had physically attacked his brother after older brother Harry called Harry’s new wife “rude”, “difficult” and “abrasive”, and that it was William and his wife Catherine. , encouraged Harry to wear his infamous Nazi costume to a party in 2005 because they thought it was funny.

According to Rieden, the market for a memoir is huge.

“Everyone is interested. “People want to know what’s going on, even if they pretend they don’t know,” he says. “The Sussexes have definitely taken more important things off the front page with their gossip and family drama.”

Harry and Meghan’s story or stories are certainly popular — their TV series was the most-watched Netflix non-fiction debut of all time.


Also, a four-book publishing deal with Harry’s memoir as book #2 (Meghan in 2021 New York Times best selling children’s picture book, Bench), the pair have a multi-year Netflix deal valued at between $100 million and $150 million and a three-year Spotify podcast deal valued at between $15 million and $25 million. They also sign a superstar speakers agency.

These deals provide much-needed personal income while also helping to fund the Sussex team’s activism/humanitarian arm, the Archewell Foundation.

The foundation is administered through Archewell, the umbrella organization for all Sussex projects, for-profit and not-for-profit.

Dentsu Creative ANZ senior director of public affairs Tim Powell says Harry’s book is about “refueling this content machine”.

This means using an institution that the couple strongly criticizes.


“The commercial that they’re trying to do is making them resent the royal family,” Powell said.

“The ‘My Brother Yelled at Me’ revelations and allegations of racism are probably heartening, but it’s also cynical, because if you want to publish a book or a podcast, you need some tension and conflict.”

The book’s title refers to Harry’s low position in the line of royal succession, and the foreshadowing focuses on Harry’s conflict with his brother, Prince William, the next king.

In clips from upcoming interviews, Harry Sussex reveals more about the “they” he consistently refers to in the Netflix film.

He seems to be referring to the palace officials, though inexplicably.

Harry has clearly learned a thing or two from the royal family’s communications teams and his dealings with the media.

Powell says Team Sussex is a “very sophisticated operation” made up of highly experienced content producers, digital strategists and social media consultants, most of whom are Americans who are intimately familiar with the US market.

They are building their media empire smartly with their publishing and audio arms, so they don’t have to rely on traditional media to curate their content.


“They’re not making any PR mistakes,” Powell said. “The question is, how long can they continue on this path?” They probably have another year and they’ll have to turn around.

“They’re going to need a new story to keep getting book deals, etc.”

Harry has given several interviews to promote his book, excerpts of which have been released online this week.

One is with Anderson Cooper, a famous American journalist and CNN star reporter.

Cooper is American royalty—his mother, Gloria, was the heiress of the storied Vanderbilt family, and historical gossip has it that his aunt, Thelma Furness, had an affair with Harry’s great-uncle, Edward VIII. He was the Prince of Wales.

In a clip from the interview, Harry tells Cooper that “there comes a point when silence is betrayal.”

One of Harry’s pre-publication interviews is in the tougher British market, where affection for the Sussexes competes with bone-deep loyalty to the royal family. This is with ITV’s Tom Bradby, a friend of both Harry and William.

“It was never meant to be,” Harry tells Bradby in the trailer for the 90-minute special. “I want a family, not an institution … they were not ready to reconcile in any way.”

Somewhat on the contrary, given that he criticized them to a global audience, Harry also expressed his desire to reconcile with his family.

“I would like to bring my father back. I would like to bring my brother back,” he says.

Powell says that while it’s clear Harry is really hurting himself, it’s strategically optimal for the Sussexes to talk about the royal family while the rift is still fresh and interest in the monarchy is still strong.

This may not always be the case, and there is less general interest in the royal family in the all-important US market.

“The Sussexes are pretty small fry in the US,” says Powell. Meghan has fewer Instagram followers than Beyoncé or the Kardashians.

As the death of Queen Elizabeth II becomes a thing of the past, interest in the royal family will wane, Powell believes, especially because “the new king is not very charismatic.”

Prince George and his siblings will grow up to catch Harry and Meghan's attention.

Prince George and his siblings will grow up to catch Harry and Meghan’s attention.Credit:AP

“Harry is interesting now, but in the future he will be a bald father with children, and the young royals, like George and his siblings, will grow old, have girlfriends and boyfriends, and attract more media attention,” she says.

“Rumours of the brutality of the palace media machine will run out and Harry and Meghan will risk looking like pampered celebrities.”

Harry’s memories will help the Sussexes build a global media brand they can use to work for their chosen causes – anti-racism, mental health and Harry’s beloved Invictus Games, which will be held in Germany in September. From Sussex’s upcoming Netflix series, Heart of Invictus.

But charity work doesn’t pay the bills.

Prince Harry and Meghan, Duke and Duchess of Sussex at the 2018 WellChild Awards: charity doesn't pay the bills.

Prince Harry and Meghan, Duke and Duchess of Sussex at the 2018 WellChild Awards: charity doesn’t pay the bills.Credit:AP

“Meghan has been consistent in her anti-racism campaign, but it’s not very commercially viable,” Powell said.

“Activism is real hard work and dedication. They can lend their name to things, but that’s not going to leave them with $5 to $7 million a year to fund their lifestyle.”

Powell also questions Harry’s “cultural authority” in the United States.

As a middle-aged, privileged white man who represents an institution inextricably linked to colonialism, he is not the best place to speak on issues of diversity, anti-racism, or disadvantage.

Meghan, of course, has the greater cultural clout she’s expected to have if she releases her memoirs – the Sussexes still have two more books to submit under their publishing deal.

Rieden says the window for more Sussex stories is limited.

“Many people want to stop their personal work and engage with Archewell, active humanitarian work,” he says.


“They have a lot of potential there to make a difference, and this case is set aside for all of that.

“They have a name and a platform in America. They can do great things.”

Failing that, Meghan, a former star of the TV legal drama, Suitscan always go back to acting.

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