At first glance, it is difficult to see that the Crown Prince and Crown Princess are currently in a major crisis in the wake of the Herlufsholm scandal.
On Facebook and Instagram, you can instead see pictures of a smiling Crown Prince Frederik, who focuses on climate technology in San Francisco, a hard-working Queen Margrethe, who receives ambassadors and goes to a festive service.
And Crown Princess Mary, who visits the University of Copenhagen to ‘focus on finding new solutions to current societal challenges’.
Not since Thursday last week has the Royal House commented on the crisis, after TV 2 was able to reveal terrible conditions at Prince Christian’s school, Herlufsholm. In the documentaries, 50 students talk about violence, abuse and bullying on a large scale at the elite boarding school. Since then, the case has exploded and the principal has been fired.
Yet it has become everyday on the Royal House’s social media, and for good reason.
“It is clear that you want to move on immediately. You do this by coming back to show that a lot of other things are happening in the Royal House. This is the right thing to do, “says social media expert Troels Johannesen and explains:
“In crisis management, you want the case you have to disappear as soon as possible and that you can return to it as soon as possible. business as usual. That is what has been thought of here. “
He thinks it would have been a very bad idea to sauce too much around in the scandal.
Crown Prince Frederik and Crown Princess Mary during the Folketing’s celebration of the Queen’s 50th Regent’s Anniversary at Christiansborg, Friday 14 January 2022 .. (Photo: Mads Claus Rasmussen / Ritzau Scanpix)
Photo: Mads Claus Rasmussen
“If you keep making communication about Herlufsholm, then you keep joking in the spinach, and the case will be pasted closer to the Royal House,” he says.
However, Troels Johannesen, who is also a strategic communications consultant, addresses one major problem: the Crown Princess’ involvement in the Mary Foundation, which aims to ensure children’s well-being and combat bullying.
»It is clear that there are some things that are difficult for the Royal House to write something about right now: Crown Princess Mary is very busy with bullying among children and young people, which it will be very, very difficult to get out and communicate about from The Royal House’s side, because it has a parallel to Herlufsholm. I would not advise them to do so just yet. It’s going to seem too double-edged, “the expert explains.
On Thursday evening, the Royal House was also hit by critical comments on social media.
An overwhelming number of voices believe that the Royal House should pull Prince Christian out of Herlufsholm.
Photo: Henning Bagger
“It’s a difficult case for the Royal House because it’s one of the things that is her biggest public affairs. She is in the scissors with regard to communication, but she should now probably be able to get back on track, because she is incredibly well-liked in the population, «says Troels Johannesen.
On Thursday evening last week, the Crown Prince and Crown Princess shared a notice in which they called the culture of violence on Herlufsholm ‘completely unacceptable’. They also wrote that they would ‘follow the changes that are obviously needed’. Therefore, Troels Johanessen also believes that the Royal House needs to react further at some point.
“It is clear that if there is a development in the Herlufsholm case, then you must also show it,” he says.
Portrait photo of Prince Christian sent by the Royal House in connection with his 15th birthday on 15 October 2020. ** NOTE: Handout from the Royal House. The image may only be used for editorial coverage. It is not allowed to change the image unless it is a crop for the sake of the media format. ‘Franne Voigt / Kongehuset’ must be credited for use. DENMARK ONLY **
Photo: Franne Voigt / Kongehuset