What Next For Prince William After PR Disaster?

But that has not been the story playing out at home in the UK, since a Channel 4 documentary, The King, The Prince And Their Secret Millions, has sparked controversy over how William and King Charles procure their personal fortunes.

The investigation by Dispatches, alongside The Sunday Times and Sunday Mirror, claimed that charities, the NHS and the British armed forces are charged millions for use of properties and land on the Duchy of Cornwall (belonging to the Prince of Wales) and Duchy of Lancaster (belonging to the King). Ever since the duchies were established in the 14th century, revenue from these private estates has contributed to the private incomes of the monarch and their heir.

However, it is the allegations about horrendous living conditions for some Duchy of Cornwall tenants in residential homes – reportedly with no central heating, mouldy walls and lack of proper insulation - that will really hurt William.

A spokesperson for The Duchy of Cornwall said in a statement, ‘[This] is a private estate with a commercial imperative, which we achieve alongside our commitment to restoring the natural environment and generating positive social impact for our communities,’ adding that Prince William had made ‘significant investment to make the estate net zero by the end of 2032, as well as establishing targeted mental health support for our tenants’. A spokesperson for the Duchy of Lancaster, meanwhile, said it ‘complies with all relevant UK legislation and regulatory standards applicable to its range of business activities’.

It’s a PR disaster every which way. At best, it makes William look like an ignorant landlord and, at worst, a hypocrite (‘How can he say he helps the homeless when he doesn’t even look after his tenants?’ one tenant said to me.) and gives ammunition to those who call for an end to the monarchy. ‘Whatever your views on the royal family, we can surely all agree that they shouldn’t be profiting from our NHS,’ NHS Million, an unofficial NHS campaign run by NHS staff, posted on X. It also makes the efforts of William and Kate to seem ‘just like us’ risible.

It’s fair to say that it’s been quite the annus horribilis for William and Kate and this latest storm is the last thing they need. 'It's been dreadful,' William told reporters at the end of his recent visit to South Africa. 'It's probably been the hardest year in my life. So, trying to get through everything else and keep everything on track has been really difficult.'

The year started with Kate’s surgery, then her cancer diagnosis and chemotherapy; a dark time compounded by Charles’s ill health. Criticism about Kate’s photoshopped Mother’s Day photo sent their PR strategy into crisis mode as conspiracy theories about Kate swirled on social media.

‘In the early days, it was all William and Catherine could do just to put one step in front of the other, to keep everything as normal as possible for the children,’ a friend says. ‘He felt the weight of the world on his shoulders and there have been some really difficult times. For William it has been getting back to the day job, his duty and charity work that has sustained him.’

She will host her annual Christmas carol concert next month and slowly resume public duties, although not nearly so many as before.

The Prince of Wales will continue to support his father and will hold an ever more important role as his time for the throne nears. William ended his trip in South Africa by saying he wants the monarchy to evolve and for him to carry out his duties with a 'smaller r in the royal'. The prince reemphasised that his approached is focused on 'impact philanthropy, collaboration, convening and helping people'. His vision for the future monarchy is becoming clear: a limited number of high-impact engagements and events rather than the paternalistic, seen-to-be-believed, helicopter-riding royal attitude of old. And surely sending a courtier to sort out the inadequate Duchy of Cornwall homes.