Kate Middleton’s photo debacle: How brands can build trust in an era of scrutiny

Earlier this month, Kate Middleton released a family photo for Mother’s Day which was later determined to have been edited. Media outlets began noticing inconsistencies, and the situation turned into a frenzy. Kate reportedly apologized for editing the photo herself.

News organizations retracted the photo “because the image appeared to have been manipulated,” according to a March 11 article by Associated Press.

From royals to businesses.

The controversy surrounding the Princess of Wales serves as a cautionary tale for brands navigating an era of heightened scrutiny.

For anyone sharing images with media, vetting them is important.

While minor edits are acceptable to correct brightness or balance the color of a photo, heavy manipulation is a big no-no, as it can backfire in unimaginable ways.

Pro tip: When planning a PR campaign, get professional headshots of your company’s spokesperson to avoid the need for extensive editing. Trust me, it’s worth the investment.

Why is this important? With the advent of advanced tools to analyze and scrutinize photographs, you cannot afford to jeopardize your good name. Once tarnished, rebuilding your brand image isn’t easy and takes time, diverting your focus from telling success stories to managing issues.

So, what are the rules of thumb? Capture good quality photos and if it’s necessary to edit, stick to minor editing.

Remember, you are ultimately responsible for the materials you share with the media. This responsibility applies to everything you share, from images and written documents to verbal communications, such as interviews.

Make sure that written documents like press releases and backgrounders have been proofread for accuracy and avoid using misleading language or presenting blurry data.

When speaking, focus only on what matters to the media, even during interviews, and refrain from ranting about competitors.

It’s worth spending time vetting all of your communications to prevent a minor issue from turning into a PR nightmare.

###