The controversy surrounding digitally altered photos hit a new high this weekend after the royal family released a doctored photo of the missing-in-action Princess of Wales. It was a PR blunder of epic proportions that created rumors instead of quelling them.
A photo should have provided reassurance about Princess Catherine’s health in the wake of her two-month absence from the public following “abdominal surgery.” But instead, the altered image kicked the rumor mill into overdrive as news outlets across the world scrambled frantically to pull the manipulated picture.
Whether or not it should have, this series of events has made it appear that the royals have something to hide.
Kate’s PR team should have known better in a world where artificial intelligence is making it increasingly hard to distinguish fact from fiction and “deepfake” images and videos of celebrities have made international news. A-lister Tom Hanks and megastar Taylor Swift have both been targeted by deepfakes.
Instead of goodwill, this risky action by the royals created a brewing crisis. But Kate’s publicists could quickly address this photo controversy with a few simple actions that would put the rumors to rest and provide effective crisis management.
They should release new pictures of the princess that are demonstrably real and have not been altered in any way. The photos would show that Kate is alive, well, and in good health. They could also stage a controlled public appearance at a charity event or a school visit. The professional photographers invited to capture the occasion would snap their own pictures, so there would be no ensuing claims of manipulation.
As the saying goes, “A picture is worth a thousand words.” By releasing new photographs, the royals would not only be taking control of the narrative in this self-inflicted crisis, but they would also be proactively sharing the good news that Kate’s health continues to improve. Substantiating the truth is imperative in a world where conspiracy theories take root and spread online like wildfire.
The princess’s problems stem from a photo of herself surrounded by her children, Prince George, Princess Charlotte, and Prince Louis, that was released on Sunday in celebration of Mother’s Day in Britain. The photo immediately came under intense review.
The Associated Press yanked the image after determining it had been altered “in a way that does not meet A.P.’s photos standards.” Reuters and Agence France-Presse also removed the image and urged other news organizations to follow suit.
Catherine’s ensuing vague apology and explanation simply did not seem credible.
“Like many amateur photographers, I do occasionally experiment with editing,” the 42-year-old princess wrote in a post on social media. “I wanted to express my apologies for any confusion the family photograph we shared yesterday caused.”
That the royal family would share a digitally altered photo of Catherine at a time when speculation about her health is at an all-time fever pitch is truly mystifying. Especially when their every action is analyzed and evaluated by an informed public who was sure to uncover any alterations made to a publicly issued photo.
Catherine’s stilted statement about the “edits” raised more questions than it answered, especially since the specter of an altered royal image has never before been a problem.
The truth may be as simple as a case of bad judgment. Or it may be something else completely. Whatever the case, the royals have the opportunity to provide clarity by releasing a new photo that is authentic and believable.
When it comes to personal matters, even those involving health problems, celebrities and public figures such as Kate simply should not have the privacy expectations of most people. They live in the spotlight and should understand that their actions and images are subject to far greater levels of scrutiny. The members of the monarchy and their PR teams should know better and be well versed in this dynamic, which makes the misstep even more befuddling.
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As AI technology continues to advance, the lines between truth and fiction continue to blur. AI is seeping into almost every aspect of our daily lives, making it more and more difficult to determine what is real and what is not.
Future photo releases by the royals, and for pretty much anyone in the public eye, will likely come under even more examination. In the years to come, truth is going to become even harder to discern. Those in the public eye will have to walk an even more precarious tightrope as they strive to look their best, but also must prove it.
Evan Nierman is founder and CEO of the crisis communications firm Red Banyan and author of the books Crisis Averted and The Cancel Culture Curse: From Rage to Redemption in a World Gone Mad.
