Kate’s Kensington refresh: Princess of Wales hires new PR guru who pioneered Jamie Oliver’s fight against childhood obesity as her own private secretary
- Alison Corfield joins the Princess of Wales as a seasoned PR expert
- Royal sources said Kate wanted to recruit a “different type of courtier”.
The Princess of Wales has hired an “open” PR expert to join her Kensington Palace team as the new private secretary.
Alison Corfield joins the royals as a seasoned public relations expert to help Kate as her right-hand man to lead the charge against the princess’ ramped-up public relations.
Ms Corfield comes to the role with a wealth of experience, having previously organized Jamie Oliver’s campaigns for free school meals and campaigned to end childhood obesity by 2030.
Royal insiders told the Sunday Times that the PR expert was a “ball breaker” and her appointment was a “breath of fresh air”.
Royal sources added that Kate was looking for a “different kind of courtier”, suggesting the Princess of Wales wanted to shake things up in her royal team.
Ms Corfield replaces former diplomat and State Department official Hannah Cockburn-Logie (centre)
The Princess of Wales waves to the crowd with her former right hand Rebecca Deacon in Brisbane, Australia April 19, 2014
Ms Corfield is a 51-year-old mother of three from Croydon. She is a former Virgin Atlantic stewardess known to her friends as “Al”.
She was Jamie Oliver’s campaign manager for five years, leading his initiative for free school meals and halving child obesity by 2030. She has since worked with Irish chef Clodagh McKenna as well as MP Stella Creasy on their campaign to recruit more mothers candidates for the Labor Parliament.
Ms. Corfield replaces former diplomat and State Department official Hannah Cockburn-Logie. She left the role last autumn after almost three years as the Princess of Wales’ right-hand man.
A Palace source told the Sunday Times: “Alison has an unusual fit. It’s a bit off the beaten track for Kensington Palace, but there’s a move to hiring more modernizers and people with private sector experience, not just civil servants. She’ll circle the courtiers and shake things up a little.”
Another royal insider reportedly said: “She will be a huge breath of fresh air at Kensington Palace. She’s loud, lots of fun and full of energy and enthusiasm.”
Royal aides have typically served as civil servants in government departments before moving to the palace. Now the Prince and Princess of Wales appear keen to capitalize on the private sector’s experience.
A former colleague described Ms Corfield to the Sunday Times as a “ballbreaker” and a “talker of the tongue”.
The source told the Sunday Times she was “very passionate, dynamic and really funny. She gets things moving and will really move things forward at the palace.”
Last week, the princess launched her new initiative, Shaping Us, to shine a spotlight on the crucial “early years” of childhood
The new appointment comes as the Princess of Wales is stepping up her public work.
Last week, the princess launched her new initiative, Shaping Us, to shine a spotlight on the crucial “early years” of childhood.
The initiative was described as her “life’s work”.
Speaking at the event, the Princess of Wales showed her commitment to the campaign, saying: “The campaign is essentially about spotlighting the crucial importance of early childhood and how it shapes the adults we become.
“It is during this time that we lay the foundations and building blocks for life. And it’s when we learn to understand ourselves, understand others, and understand the world we live in.
“That’s why it’s important not only to understand the unique significance of our earliest years, but also to know what we can all do to raise future generations of happy, healthy adults.”