In light of the Duke of York’s decision to legally challenge the multi-billion pound settlement he made to accuser Virginia Giuffre in order to return to royal duties, the Express asked Roz Sheldon whether his reputation could recover.

Roz Sheldon was asked for her assessment on the situation in her role of reputation management expert. She said that, given the pay out to Giuffre, the court settlement was basically too distasteful for the British public and that Prince Andrew needs to be reined in.

Roz Sheldon said: “King Charles cannot, and I strongly suspect, will not, grant Prince Andrew any royal titles back. There have been too many dents into the institution’s reputation and the organisation must rebuild consumer trust by focusing on getting on with the mission-driven impact stuff that should always be front and centre of their public perception strategy.”

As an example of the kind of public initiative that resonates with the public, Roz Sheldon cited the “… recent Wind Farm profits for public good initiative. This is excellent and this type of activity should be the only focus and communication from the Royal Family.”

To read more head to and Prince Andrew’s ‘public disgrace is permanent’ and Duke must be reined in’

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