Originally featured in wprd.app

From Propaganda to Purpose

In the early 20th century, Edward Bernays, widely regarded as the father of modern PR, helped governments and industries shape public opinion during World War I and beyond. Back then, PR was often a tool for control, influence, and managing narratives in turbulent times..

Over time, the profession matured. From political campaigns to public health, PR proved its value in building trust between institutions and the public. It helped manage reputations in times of crisis, told stories that shifted public perception, and gave organisations a way to connect meaningfully with their audiences. 

But PR has always been a two-edged sword. The same tools used to inform, educate and inspire can just as easily confuse, distract or mislead. As the world changes, PR must change too, not just in tactics, but in mindset.

Today, we’re not only crafting messages, we’re building relationships. We’re not simply shaping image, we’re shaping reputation and trust. And in an increasingly polarised world, that trust is harder to win and more valuable than ever. This brings us to today’s generation, the young people who are navigating a world of abundant information but scarce trust, and who will inherit the work of shaping public perception tomorrow.

Building for the Future Means Training for It

This year’s World PR Day theme, “Building Bridges and Navigating Polarisation”, resonates deeply in an era where information is abundant, yet trust is scarce. For Generation Z, born into the digital age, the way they consume news reflects this complexity.

Platforms like TikTok, Instagram, and YouTube have become primary news sources for Gen Z, with TikTok emerging as a top choice for news among adults under 30. However, this shift comes with scepticism. Only 37% of Gen Z and young millennials trust the accuracy of news on social media, making it one of their least trusted sources.

Gen Z isn’t just digitally fluent. They’re values-driven and fiercely independent. They care about impact and expect transparency. This is the generation that will take over our industry, and they’ll do it with tools we’re only just beginning to understand.

We can’t afford to train them in PR without also training them in AI. But we also can’t afford to train them in AI without a deep grounding in ethics. It’s not either-or. The future of communications demands both. If we want to build bridges for tomorrow, we need to start by laying the right foundations today.

Who Will Do PR for PR?

Let’s be honest, public relations doesn’t always enjoy the best reputation. We’ve been labelled as spin doctors, brand manipulators, and masters of distraction. Some of this criticism is warranted; some stems from misunderstandings. Regardless, it’s evident that our industry faces a significant image problem.

Recent findings highlight this issue. The 2024 Edelman Trust Barometer reveals a global decline in trust towards institutions, including media and communications sectors. Notably, only 42% of people trust the news they consume, with the decline particularly noticeable among younger audiences. This erosion of trust extends to the PR industry, where professionals themselves acknowledge the challenge. A survey by Determ found that 25% of PR professionals struggle to justify the role of PR within their organisations, emphasising the need for clear communication of PR’s value.

So, if PR needs PR, who will step up? We must! 

It’s time to take ownership of our narrative, not with defensive posturing or hollow slogans, but through genuine action and transparency. We need to commit to doing better, being better, and training better.

This World PR Day, let’s not just build bridges for our clients. Let’s build one for ourselves. One that connects our history to our future. One that connects our values to our practice. One that connects the next generation to a profession worth inheriting.

The future of PR doesn’t belong to AI. It doesn’t belong to algorithms. It belongs to people. People who are thoughtful, curious, honest, and brave enough to rebuild trust where it’s been lost.

And if you want a glimpse of where the future is heading, just look at how we’re training the people who will lead it.

Curzon PR is a London-based PR firm working with clients globally. If you have any questions, please feel free to contact our Business Development Team bd@curzonpr.com