PR Expert Says Prince Harry Should Have Declined 2024 Pat Tillman Award

A triumphant moment for Prince Harry was met with controversy.

On Thursday, athletes and celebrities gathered at the Dolby Theatre in Los Angeles for the 2024 ESPY Awards, a ceremony that honors top athletes and people who give back to their communities.

One special award presented was the Pat Tillman Award for Service, which recognizes “a person with a strong connection to sports who has served others in a way that echoes the legacy” of Pat Tillman.

Pat Tillman was a safety for the Arizona Cardinals who gave up his NFL career and a $3.6 million contract after September 11, 2001, to serve as an Army Ranger. He was killed by friendly fire on April 22, 2004, in Afghanistan, though the Army did not reveal the circumstances of his death for over a month, according to NPR.

ESPN and the Pat Tillman Foundation selected Prince Harry for the 2024 award because of his work with the Invictus Games, a worldwide sporting competition for injured veterans. However, the announcement was met with criticism from some quarters.

Representatives for the Duke and Duchess of Sussex did not respond to a request for comment from Business Insider.

Pat’s mother, Mary Tillman, expressed her disapproval, telling the Daily Mail that she was “shocked” ESPN planned to give the award to the royal.

“I am shocked as to why they would select such a controversial and divisive individual to receive the award,” she said. “There are recipients that are far more fitting. There are individuals working in the veteran community that are doing tremendous things to assist veterans.”

“These individuals do not have the money, resources, connections, or privilege that Prince Harry has,” she added. “I feel that those types of individuals should be recognized.”

Mary Tillman does not work for the Pat Tillman Foundation or play a role in selecting the award’s recipient. Nonetheless, a Change.org petition urging ESPN to reconsider giving Harry the award gained traction online, amassing over 76,000 signatures as of Friday.

Despite the controversy, ESPN and the Pat Tillman Foundation stood by their decision, sharing a statement with Business Insider before the ESPYs.

“ESPN, with the support of the Tillman Foundation, is honoring Prince Harry, Duke of Sussex, specifically for the work of the Invictus Games Foundation as it celebrates its 10th year promoting healing through the power of sport for military service members and veterans around the world,” ESPN stated. “While we understand not everyone will agree with all honorees selected for any award, the Invictus Games Foundation does incredible work, and ESPN believes this is a cause worth celebrating.”

Harry accepted the award on Thursday, attending the event with his wife, Meghan Markle. In his acceptance speech, Harry focused on the Invictus Games, starting by thanking Pat’s family, including his widow, Marie Tillman Shenton, the chair and cofounder of the Pat Tillman Foundation.

He also spoke directly about Mary Tillman, referring to his bond with his mother, Princess Diana. “Her advocacy for Pat’s legacy is deeply personal and one that I respect,” Harry said. “The bond between a mother and son is eternal and transcends even the greatest losses.”

Harry accepted the award “as a voice on behalf of the Invictus Games Foundation and the thousands of veterans and service personnel from over 20 nations who have made the games a reality.”

Evan Nierman, CEO and founder of the global PR firm Red Banyan, told Business Insider that although Harry’s work with the Invictus Games is “commendable,” it would have been savvier for Harry to decline the award altogether.

“Harry deserves recognition for the work of the foundation and his advocacy on behalf of servicemen,” Nierman said. “If he wanted to have really maximized the PR opportunity for himself, it would have been to decline the award and then flip it to recognize others who were deserving recipients.”

“I think that would have been a very bold and smart PR move that would have perhaps won him more points with the public than accepting the award,” he added.

Nierman said the Sussexes’ attendance at the ESPYs “put Meghan and Harry right back in the hot seat as opposed to shining a light on others who could have received the award.”

Harry and Meghan have often been accused of overshadowing others simply by appearing in the public eye. Serena Williams, host of the 2024 ESPYs and a close friend of the couple, joked about this during her opening monologue.

“It’s well, actually only pretty often that I get to be in a room with actual royalty, and tonight is no exception,” Williams said. “Prince Harry and Meghan are here. Let’s give it up for them.” She added jokingly, “But please, Harry and Meghan, try not to breathe too much tonight, because this is my night, and I don’t want to be overshadowed by the accusations that you guys are taking up too much oxygen, OK?”

Nierman noted that the latest backlash against Harry was understandable, given how much he and Meghan have revealed about their royal lives in their 2022 Netflix docuseries, “Harry & Meghan,” and Harry’s 2023 memoir, “Spare.”

“They were outmaneuvering the royal family in terms of their PR strategy because they were willing to go big, be bold, write a tell-all book, and do the Netflix documentary,” Neirman said. “I don’t think the public finds it that interesting anymore.”

Despite this, Harry and Meghan have received positive attention for much of 2024. After hiring two new press team members in April, they went on a successful quasi-royal tour of Nigeria, which is interested in hosting the Invictus Games.

In March, Misan Harriman, a photographer who worked with Meghan and Harry, defended them when UK tabloids accused him of manipulating photos of the couple. Harry and Meghan were positioned as reliable, contrasting the controversy surrounding Kensington Palace releasing an altered photo of Kate Middleton and her children.

To get back on track, Harry might consider taking a cue from Prince William, who has recently had positive press moments. From sharing a carefree photo with his kids for his birthday to attending Taylor Swift’s Eras Tour, William has managed to come off as approachable and relatable.

“William has done things that humanize him in the eyes of the public,” Nierman said. “It just creates or publicizes a side of William that people haven’t seen much of — the softer, sillier, more approachable side.”

For Harry, staying true to his old playbook might help turn the tides of public sentiment once again.

Read the original article on Business Insider

Source: Business Insider, Daily Mail, NPR