It goes without saying that the world’s media would park itself outside the Lindo wing at St Mary’s Hospital getting the most coveted spots for that all elusive first picture that would be streamed around the globe within seconds of being captured.

Whilst we all waited for news with baited breadth it seemed that all other news of any relevancy failed to exist. It was all about Baby Cambridge.

Now that he is finally here the media will continue watching him – probably from a distance if his parents and their respective press offices have anything to do with it.

Carefully orchestrated deals with photo opportunities will be available to show us how the young Prince is shaping up but other than that access is far more likely to be limited. This will not be a little Prince that grows up in the media glare like his own father did despite huge advances in social media and anyone with a smartphone being able to play the role of the paparazzi.

This is where the Kate and Wills press team will come into their own protecting Baby Cambridge from the spotlight quietly and discreetly behind the scenes. It’s been said that William was quite instrumental in putting in place a press and comms team who were experienced in their field.

Whether it’s protecting the third in line to the Throne from media intrusion, creating a positive campaign to generate public support or launching a new baby product that is fit for the future King of England it’s all about having a consumer PR team that truly understands the ‘brands’ individual needs and requirements with expert advice, an understanding and working relationship with the relevant media.

Clever babyPRs started sending products to Clarence house months before baby Cambridge’s arrival, which is a good thing seeing as the Daily Mail newsdesk said it had received 22,000 baby related stories pitched in the day after the birth!