Fiona Scott Media Consultanccy

Statement from the Duke & Duchess of Sussex:

"After many months of reflection and internal discussions, we have chosen to make a transition this year in starting to carve out a progressive new role within this institution.

"We intend to step back as 'senior' members of the Royal Family and work to become financially independent, while continuing to fully support Her Majesty, The Queen.

"It is with your encouragement, particularly over the last few years, that we feel prepared to make this adjustment.

"We now plan to balance our time between the United Kingdom and North America, continuing to honour our duty to the Queen, the Commonwealth and our patronages.

"This geographic balance will enable us to raise our son with an appreciation for the royal tradition into which he was born, while also providing our family with the space to focus on the next chapter, including the launch of our new charitable entity.

"We look forward to sharing the full details of this exciting next step in due course, as we continue to collaborate with Her Majesty The Queen, the Prince of Wales, the Duke of Cambridge and all relevant parties.

"Until then, please accept our deepest thanks for your continued support."

I think over all the statement from this Royal couple was very clever and well thought out. Their recent six week break has led to them making a decision about their lives away from the powerful influence of the British Royal Family. One can only imagine the depth of the discussion that have taken place between this couple.

Their message was well written and careful and very clear. Firstly there is no apology whatsoever at any stage. Every phrase near the start of a sentence is considered and creates a firm message using verbs which are final e.g.. 'chosen', 'we intend'. There are no words which give room for negotiation such as 'we are thinking about' or 'we're considering'.

The sentence 'it is with your encouragement...make this adjustment' - while I don't understand it as a member of the public, from a psychological point of view it is very clever. It suggests that it's the public support and profile they currently enjoy which has led them to feel they can make this decision. It suggests that it's inevitable that the public will support them - before that's known to be the case in reality.

The language overall is very non-aggressive and positive and about a 'progressive new role' and nothing about 'we are struggling with negative media attention' or anything like that. They've moved away from that, although we know from previous comments that has been a matter of concern for both of them and verbalised by Prince Harry.

The tone of the message is incredibly respectful of the Royal Family even though not telling them their plans - as apparently is the case, is not that respectful in reality - as it would not be in any family. One can surmise that this has caused serious ripples.

However I suspect that it was done strategically so that Harry didn't become embroiled in political and emotional negotiations with other members of the Royal Family or their internal bureaucracy to deviate from the couple's chosen path. As might happen within any other family too. Presenting it as a done deal - which is already in the public domain - puts the other members of the Royal Family in a position where they have to try to accommodate the wishes of this latest Royal couple in some way to help them. This will then also help close down the media frenzy rather than giving it even more oxygen. This may, of course be a challenge. The appetite for stories about the Royal Family here and overseas is enormous.

I sense that Meghan has been hugely influential in this and the tone of setting the scene where the chance for negotiation has gone is very 'American'. While she knew she was marrying a Prince, she has been brought up in a culture in the land of opportunity and it's possible she didn't realise how controlled her life might be as Harry's wife. It's possible she felt she would lose Meghan and became just the Duchess of Sussex.

She has clearly made her view known that they can build the life they want for themselves - especially now that they have a child and probably want more children, while trying to remain respectful of the heritage and love for the Royal Family.

People are sad however I get it - they are letting go of some of their influence so that they have the chance to carve out the life they want for themselves.

This story will run and run I'm sure - it will be interesting to see how the Royal Family 'officially' deals with this issue in the days and weeks to come. Who will the public support?

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