"The Prince of Wales is pleased to announce the engagement of Prince Harry with Mrs. Meghan Markle," it said.
While journalists around the world were trying to publish their half-written stories, Kensington Palace – home of the Duke and Duchess of Cambridge (Prince Harry's brother and sister-in-law) – rescued the announcement.
The 3.3 million followers of the Palace Instagram account were also treated to pictures and a video clip of the couple – they have "liked" hundreds of thousands of times.
In the months since the announcement, the palace's social media accounts have given the voracious press and public a steady diet of wedding news and pictures, details of which who would bake the wedding cake to announcements about the route of the wedding procession and the musicians who were selected to attend the ceremony.
And it's not just social media. Carefully-planned visits to South London, Wales, Scotland and Northern Ireland were planned to ensure that none of the UK's constituent nations had reason to rumble.
So who controls the royal PR machine and how is Harry and? Meghan uses it to make a profile
Who's behind all the tweets?
The communications team at Kensington Palace consists of six people, led by Jason Knauf, an American who joined the Royal Bank of Scotland in 2014. They handle public relations for the Duke and Duchess of Cambridge, as well as for Harry and Meghan.
They do not like to attract attention and prefer not to behave. "I'm not sure we can comment, we're not the story," a member of the press team said in response to a request for assistance with this article. They have offered only a few – and already publicly known – details about the team.
How much of what we see is choreographed?
Most of it. From the timing and wording of every Tweet or Instagram post to the shoes that Markle wears in every public engagement, every element is part of a strategy.
But according to royal experts, it is a strategy that is very much guided by the couple. "She's independent, she's a career woman," says Royal biographer Penny Junor. "I think it would be very strange if she would take a full back seat and she marries Harry … who is much more independent in a very traditional household, he is a very modern guy."
Duncan Larcombe, former royal correspondent for British newspaper "The Sun" and author of a book on Prince Harry, believes that this seemingly practical approach will continue until the ceremony itself. "Your wedding will be the Harry and Meghan show," he says.
In fact, both Prince Harry and his older brother William play a big role in deciding what to do and how to communicate, Larcombe says] "Yes, it's choreographed, but the Royals always have the last word," he says. "There is a real limit to what press officers can do, and they do not tell them what to do."
But the relationship is good, explains Junor. "Your team is very well aligned with them," she says. "There is a good dialogue between everyone."
Harry, like his late mother Princess Diana, is a passionate advocate in the fight against HIV / AIDS stigma – and Nottingham hosts a program Harry has set up to combat youth violence.
"He uses his power intelligently, his gentle power," says Junor.
In another sign that the younger royals are playing a more active role, all the wedding communications are handled by Kensington Palace, while the press teams at Buckingham Palace and Clarence House, the home of Harry's, are handled by Father Prince Charles, moves back.
And what about Markle? Does she have something to say?
Harry's future bride has abandoned her acting career, closed her social media accounts, and now has a long list of royal protocols to follow. But Markle seems to do things whenever she can, just like her fiancee.
"I get the impression that Meghan's approach is" Try to be me, "says Larcombe
According to Pauline Maclaran, Professor of Marketing and Consumer Research at Royal Holloway, University London, and co-author of "Royal Fever: The British Monarchy in Consumer Culture," Markle's naturalness is a blessing for the royal family e and will probably be deliberately involved in the PR strategy around the couple.
"Meghan is able to enchant the public, and that's a very good thing for the royal image right now," she says. "Sure, she gets to follow protocols and pieces of etiquette, but in terms of her natural spontaneity with the public, there would be no sense in curbing this."
Markle's openness also fits in well with the new image of transparency and normalcy that the young royals have cultivated in recent years, supported by social media that exclude intermediaries in the form of journalists and direct access to the princes and the public enable their partners.
Unlikely that Harry will ever become king, he and Markle enjoy much more freedom than William and Kate, Maclaran explains. As heir to the throne – William is the second behind his father, Prince Charles – the Duke and Duchess "must be viewed as dignified as well as accessible," she says. "Harry and Meghan are allowed to be a bit more themselves, a bit more relaxed."
If she behaves more like a celebrity than a royal bride, Larcombe believes that Markle could endure criticism.
"One lesson I've learned is that you never let them go too far because it's very difficult to get them out," William said last year in a documentation mark 20 years since Diana's death. "You have to maintain a barrier and a border."
The statement published through Kensington Palace's Twitter account was an unprecedented piece of royal communications. "There were other appeals (to the media), but there were no appeals like these," said then-royal commentator Richard Fitzwilliams.
Although his approach has since been less open-minded, Harry will be "very careful of what is written about Meghan," says Larcombe. "He will want to protect her."
The couple has followed the same strategy ever since. "They're trying to control the flow, so (coverage) is not going to get hysterical," Maclaran says, adding, "It seems to me it works right now."
CNN's Max Foster has contributed to this report.