Prince Harry and Meghan Markle’s international expansion of their PR operation is “long overdue” for a couple in their position and is a strong investment in their future, an entertainment expert has told Newsweek. However, whether it can turn around their divisive public image remains to be seen.

The royal couple have added two high-powered communications professionals to their team to overhaul their relationships with the media, amid a number of new ventures in the entertainment sphere.

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Former United Talent Agency communications pro Kyle Boulia has joined the Sussexes’ California team as deputy press secretary and director of communications, becoming the main point of contact for all U.S. media outlets.

PR professional Charlie Gipson has also taken on the task of heading up the couple’s first U.K. hub since their split from the monarchy. As director of communications, Gipson will be the point of contact for all U.K. and European media outlets wanting information about Harry and Meghan.

Both Boulia and Gipson will report to the couple’s incumbent global press secretary and head of communications, Ashley Hansen.

The Duke and Duchess of Sussex photographed in Florida, April 12, 2024. The couple have added two new staff members to their communications team. YAROSLAV SABITOV/PA IMAGES VIA GETTY IMAGES
These high-powered (and presumably high-priced) new appointments are the biggest signals that Harry and Meghan are planning on expanding their creative and philanthropic outputs and becoming a larger presence on the global stage.

“Prince Harry and Meghan Markle’s PR team expansion is a long-overdue move,” he said. “The couple’s public image strategy clearly needed reevaluation, and these new hires indicate a new focus with areas for improvement and a more resourceful press team needed to take charge.”

“The appointments, with expertise in both the U.S. and U.K., signal a strategic approach to managing their public personas across continents, and show us that the Duke and Duchess of Sussex are investing in themselves and their brand.”

Boardman noted that the couple’s public image, while not wholly positive at present, has the potential to be turned around.

“Public perception is malleable,” he said. “And improved communication can only positively impact the reception of Harry and Meghan’s future endeavors, including documentaries and Meghan’s lifestyle brand American Riviera Orchard, having had less success than they had hoped for to win back public trust for their lackluster apologies.”

On what the biggest challenge facing the team will be, Boardman suggested “understanding the couple’s current standing” and crafting a communication strategy that effectively works with the media, instead of against it, to “improve relations and better meet public expectations.”

“A more open and transparent approach could be a key component,” he said. “But its success depends on careful execution to ensure improved credibility.”

Overall, he noted, the move is a good one for Harry and Meghan and an important investment in their future as public figures hoping to increase their global presence in a positive way.

“Only time will tell if this PR move will showcase the couple’s work in a positive light, with a more strategic approach to their personas,” Boardman concluded. “When it comes to brand deals to help reignite public acceptance for the Duke and Duchess of Sussex, a change can only improve the outcome and now the hard work begins for the new starters.”

Newsweek approached representatives of Prince Harry and Meghan Markle via email for comment.