Prince Harry and Meghan Markle have been warned by a PR expert that their misalignment could confuse fans after their latest move. The Duke and Duchess of Sussex spent two days in Jordan spreading awareness about the humanitarian efforts of the Jordanian authorities and a range of agencies supporting the health and wellbeing of Syrians and Palestinians who have sought sanctuary in Jordan over the decades.

During their visit, the Sussexes met Jordanian leaders and senior health officials, engaged with WHO teams, visited frontline health and mental health programmes and met World Central Kitchen staff co-ordinating food relief for Gaza from Amman.

But a PR expert said the couple are confusing their fans regarding their respective roles, and they need to work on their brand strategy in order to avoid disappointment.

Renae Smith, founder of PR and branding agency The Atticism, told the Daily Express: “The bigger strategic issue is alignment.

“If Harry is doing humanitarian travel and Meghan is scaling a commercial lifestyle brand, those two narratives need to feel complementary, not parallel.

“Usually, when a public figure successfully straddles commerce and cause, there is a clear through-line that connects the two. Think of brands that tie product to purpose in a measurable way. Without that, it can feel like two separate lanes competing for attention.”

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Ms Smith added: “And again, I think they now have very different lanes, and it may be time to stop trying to merge them. Let them stand independently.”

Elsewhere, the PR guru said that for a visit like this to “genuinely shift perception”, the Sussexes would have to give it “measurable impact, a strong narrative hook, or a defining moment that cuts through the noise”.

But she blasted: “This trip had none of those. It felt casually competent, but not strategic.”