Meghan Markle Rehires PR Firm Sunshine Sachs Amid Staff Changes

Meghan Markle, the Duchess of Sussex, has returned to her roots by re-engaging the New York-based public relations firm Sunshine Sachs Morgan & Lylis (SSML). This decision comes after a challenging period for the couple, marked by the resignation of their eleventh communications staff member in five years, chief communications officer Meredith Maines, who departed at the end of 2025 after less than a year in the role.

According to a source familiar with the situation, SSML has collaborated with the Duke and Duchess intermittently since 2017. The firm is now working closely with their in-house team on projects related to their lifestyle brand, As Ever, and various initiatives in the United States. SSML is known for its crisis management expertise, having successfully navigated high-profile cases involving celebrities such as Justin Timberlake and Ben Affleck, making it a suitable choice for the Sussexes as they face ongoing challenges.

High Turnover in Communications Team

The communications strategy for the Sussexes has faced significant instability since their departure from royal duties. Over the past five years, they have cycled through eleven press officers, including Ashley Hansen, who left in 2024 after two years to start her consultancy. In 2025 alone, several high-profile departures occurred, including U.K.-based Charlie Gipson and California-based Kyle Boulia. Emily Robinson, who served as director of communications for just four months, also exited, along with other staff members who have left over the years.

The couple’s decision to part ways with Method Communications after only seven months further highlights the ongoing challenges in building a cohesive communications team. Maines, who joined in March 2025, oversaw external communications for Archewell Productions, the Archewell Foundation, and As Ever. In her statement following her resignation, Maines expressed gratitude for her time with the couple and the impact they have made.

While departing staff have generally cited positive experiences, speculation about the working environment remains. Liam Maguire, the U.K. and Europe communications director, continues to support Prince Harry’s initiatives alongside SSML, reflecting a shift towards a hybrid internal-external communications model.

Strategic Shift Back to Established PR Practices

The Duchess’s decision to rehire SSML indicates a move towards leveraging established PR practices rather than relying on an in-house model that has proven unstable. Partner Keleigh Thomas Morgan played a significant role in Meghan’s transition from actress to royal and has been involved in the couple’s post-royal ventures, making this reunion a logical step.

During her time as Rachel Zane on the drama series Suits, SSML helped manage Meghan’s rising profile, including her lifestyle blog, The Tig. This connection to her past underscores a broader strategy to stabilize the couple’s public image and messaging as they embark on new projects. SSML’s involvement with As Ever, which launched in April 2025 and includes products such as jams and candles, reflects a renewed focus on lifestyle branding.

As the couple prepares for high-profile endeavors in 2026, including potential projects with Netflix and continued advocacy through Archewell, SSML’s crisis management capabilities will be crucial. The firm’s experience with celebrity challenges positions it to help reshape the couple’s narrative in a complex media landscape.

While Prince William has recently hired crisis specialist Liza Ravenscroft to bolster his team, Meghan’s choice to forgo a new in-house spokesperson after Maines’ departure signals a decisive shift in strategy. The move to SSML aims to provide a structured and experienced framework for navigating the couple’s diverse ventures.

As Prince Harry returns to London for ongoing legal matters, the partnership with SSML looks to unify the Sussexes’ messaging across various initiatives. In a media environment that remains challenging, the couple’s reliance on seasoned professionals could prove essential for their brand and future projects. Whether their products gain traction or Archewell’s visibility increases, the stakes are high as they move into the new year with renewed focus and external support.