Today's happy announcement that Prince William is to marry Kate Middleton, in the Spring or Summer next year, will create a huge challenge for the communications teams at Buckingham Palace and Clarence House.
Those advising the royal family have successfully managed their profile since the dark days of the 1990s that culminated in the death of Diana, Princess of Wales. That event shook the family to the core, but since then they have slowly but surely rebuilt a positive image and protected the future of the monarchy - William and Harry.
This set piece event will move the family back into the spotlight in a way not seen since before Diana's death. Over the last decade the British newspapers and wider media have worked in partnership with the royal PR advisers - foreign media are unlikely to be so helpful. This will need more than standard media management.
The PR team will be helped by the fact that the couple are living out of the way in North Wales, this should allow sufficient breathing space for the essential forward planning to take place. The run up to the big day will be unprecedented. It is well documented how protocols rule the royal households, but never has a royal wedding taken place in the 24 hour, social media led, news stream in which this happy event will take place.
Clarence House, just days ago, joined Twitter and the royal websites are a useful resource to all keen royal watchers. What the PR teams need to do is ensure that the royal protocols, that have been in place for centuries, are adapted to meet the PR world of today. It's the biggest story of the year and one I would love to be a part of.