Prince Harry's Pat Tillman Award for Service backlash was a kick "in the teeth" but he was saved when the news cycle moved on to Donald Trump surviving an assassination attempt, a PR expert told Newsweek.
The Duke of Sussex was visibly overcome with emotion as he collected the award at the ESPYs in Los Angeles on Thursday. It was in recognition of 10 years of the Invictus Games, which Harry founded to help wounded, injured and sick servicemen and women, both serving and veterans. However, Tillman's mother, Mary Tillman, said he was too controversial and too privileged and that it should have gone to an unsung hero.
Eric Schiffer, chair of Reputation Management Consultants, told Newsweek: "Harry is only slightly injured by the association or by his move to accept the award.
"He will absolutely survive this in part because of the media cycle. No one really paid much attention given the contrast to what happened since Trump was shot," Schiffer said.
"So, it's not something Harry would have liked to have seen. At the same time, he was honoring a great American."
Pat Tillman gave up a successful NFL career to serve his country as a U.S. Army Ranger but was killed in a friendly-fire incident in 2004.
The award is traditionally given to individuals who have made notable contributions to sports and community service.
However, Harry being chosen was met with controversy, particularly from Mary Tillman, who previously told U.K. newspaper The Mail on Sunday: "I am shocked as to why they would select such a controversial and divisive individual to receive the award. There are recipients that are far more fitting."
Schiffer said: "It's a few steps removed from where his expertise really lies. Many times, what you see with Harry is he's stretching, but the president saved him.
"Why is he getting the Tillman Award? This is how Tillman's mother felt as well. Of all the people, it's Harry?
"It just has this feel of, 'What else can he try to elevate himself within?' and, in some of these cases, he's getting hit in the teeth," Schiffer said.
"It has his brand and himself getting viewed in a way that is not as elegant and elevated, strategically, as I think he wanted. But, compared to the stuff he's dealt with in the past, this is easily managed."
ESPN was at one stage left defending the decision to give Harry the award, and there was discussion in the media about whether he should collect it at all.
However, the prince chose to face the crowd at the Dolby Theatre, in Los Angeles, on July 11, and was careful to pay his respects to Mary Tillman, as well as the widow, Marie Tillman Shenton.
"I'd like to begin by expressing my deepest gratitude to everyone at the Pat Tillman Foundation, led by Marie Tillman Shenton, who I'm so honored is here tonight," the prince said.
"I'd also like to acknowledge the Tillman family, especially Mrs. Mary Tillman, Pat's mother. Her advocacy for Pat's legacy is deeply personal and one that I respect. The bond between a mother and son is eternal and transcends even the greatest losses," Harry added.
"The truth is, I stand here not as Prince Harry, Pat Tillman Award recipient, but rather a voice on behalf of the Invictus Games Foundation and the thousands of veterans and service personnel from over 20 nations who have made the Invictus Games a reality. This award belongs to them, not to me."
The prince got a standing ovation from those in the room. He will have left relieved that the mood of the sports stars gathered did not reflect the opposition in the media.
Jack Royston is Newsweek's chief royal correspondent based in London. You can find him on X, formerly Twitter, at @jack_royston and read his stories on Newsweek's The Royals Facebook page.
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