Meghan Markle, the Duchess of Sussex, has returned to her pre-royal public relations roots by rehiring the New York-based firm Sunshine Sachs Morgan & Lylis (SSML). This decision follows a challenging period for the couple, marked by the departure of their eleventh communications staffer in five years, chief communications officer Meredith Maines, who left at the end of 2025 after less than a year in the role.
A source familiar with the situation told The Telegraph that SSML has been collaborating with the Duke and Duchess intermittently since 2017. The agency is now set to work alongside their in-house team on initiatives related to their lifestyle brand, As Ever, as well as U.S.-specific projects. SSML is known for its expertise in crisis communications, having handled high-profile cases such as Justin Timberlake’s Super Bowl incident and Ben Affleck’s divorce from Jennifer Garner. Its client roster includes notable figures like Leonardo DiCaprio and Jennifer Lopez, as reported by Vanity Fair.
Staff Exodus Highlights PR Challenges
Maines’ departure is emblematic of the broader challenges facing the Sussexes’ public relations efforts. The couple has experienced significant turnover in their communications team, with eleven press officers cycling through in just five years. After serving as global press secretary, Ashley Hansen left in 2024 to start her own consultancy. The following year saw a wave of departures, including U.K.-based Charlie Gipson and California-based Kyle Boulia. Maines joined in March 2025, tasked with overseeing communications for Archewell Productions, the Archewell Foundation, and As Ever. In her exit statement, she expressed gratitude for the time spent with the couple and their team, stating, “I will be pursuing a new opportunity in 2026,” according to People.
The Sussexes’ internal communications strategy initially mirrored traditional royal models but ultimately faltered under pressure. Their in-house team struggled to maintain consistency and loyalty, resulting in a series of abrupt changes. A spokesperson for the Sussexes confirmed Maines’ departure, thanking her for her contributions and wishing her well.
Strategic Shift Towards Established Expertise
The decision to rehire SSML marks a significant strategic pivot for the Sussexes, indicating a preference for established external expertise over their previously unstable in-house model. Partner Keleigh Thomas Morgan, who played a crucial role in Meghan’s transition from actress to duchess, has been integral in navigating the couple’s post-royal branding efforts. This reunion suggests a renewed commitment to stabilizing their public image and messaging.
SSML’s return brings a wealth of experience in managing high-stakes situations. The agency previously assisted during Meghan’s tenure on the USA Network drama Suits, where they helped elevate her profile, including the management of her lifestyle blog, The Tig. Their collaboration during the couple’s transition to California and the launch of Archewell demonstrates a continuity that could benefit their current endeavors.
Recent developments in the royal landscape indicate a broader trend towards fortifying public relations strategies. Notably, Prince William has also engaged crisis specialist Liza Ravenscroft, underscoring the necessity for robust PR frameworks within the royal family.
The partnership with SSML aims to unify communications across various ventures, including As Ever, which features products like jams and candles inspired by Meghan’s wedding scent. The agency will support the Sussexes as they continue to expand their projects, including upcoming Netflix deals and other initiatives.
As Prince Harry prepares for legal challenges in London, the collaboration with SSML is essential for aligning their narrative and managing reputational risks. With the couple facing scrutiny and challenges in a competitive media environment, this strategic move reflects a commitment to leveraging the expertise of seasoned public relations professionals as they navigate the complexities of their post-royal lives.
