I recently had the opportunity to watch “The Century of the Self,” a compelling documentary series produced by the BBC in 2002, directed by Adam Curtis. The four-part series focuses on the ideas and influence of Sigmund Freud’s theories of the unconscious mind and how his ideas were used to shape advertising, politics, and social norms in the 20th century. The documentary is an insightful and thought-provoking examination of the forces that have shaped modern society and continue to influence our lives today. It also takes on a journey of the history of public relations. 

In this blog post, I will delve deeper into the documentary’s salient learnings and high points, highlighting their enduring relevance to today’s PR landscape.

The Birth of Public Relations and the Power of Propaganda

“The Century of the Self” offers a fascinating exploration of Edward Bernays, widely regarded as the father of modern public relations. Bernays was among the first to recognise the potential of using psychoanalytic techniques to sway public opinion. By tapping into people’s unconscious desires and fears, he effectively manipulated their behaviour and shaped their views.

This series serves as a reminder to today’s PR practitioners of the power we hold in influencing public perception. Bernays’ approach laid the foundation for today’s data-driven audience-targeting strategies. We must ensure that we use our skills responsibly for our clients.

The Rise of Consumer Culture and Branding:

The documentary delves into the significant role of advertising in creating a pervasive consumer culture. Brands have mastered the art of emotional appeals, connecting with customers deeply by tapping into their desires for status, love, and happiness. Through careful branding, companies have succeeded in embedding themselves within the fabric of our identities and social interactions.

In today’s PR landscape, branding remains a cornerstone of our work. We’re rethinking the importance of aligning our efforts with ethical and sustainable practices. Instead of focusing on promoting products and services, we must contribute positively to society. We can foster a genuine connection between our clients and their audiences by supporting brands that share our values.

The Impact of Celebrity Culture and Influencers:

There’s a spotlight on celebrity culture’s rise and influencers’ emergence as potent forces in shaping public opinion. The allure and influence of celebrities and social media personalities on their followers are undeniable. However, the documentary raises ethical concerns regarding the transparency of these relationships, with influencers endorsing products or causes without adequately disclosing their ties to brands.

As PR practitioners, navigating the ethical considerations surrounding influencer collaborations is crucial. Transparency is paramount, and we must ensure that we are open about our relationships with influencers and the brands they endorse. By prioritising authenticity and responsible practices, we can foster trust between influencers, brands, and their audiences, avoiding potential backlash and maintaining long-term credibility.

The Importance of Social Responsibility:

One of the documentary’s most profound takeaways lies in the role of PR practitioners as agents of social responsibility. “The Century of the Self” underscores how individuals in our field have utilised their skills to promote significant social causes, ranging from civil rights movements to environmental activism.

Social responsibility has become integral to our work in today’s PR landscape. We must be mindful of our impact on society and utilise our expertise to amplify voices that advocate for positive change. Collaborating with clients who embrace ethical and sustainable practices enables us to align our work with our values, making a tangible difference in the world.

“The Century of the Self” offers a profound exploration into the origins and evolution of the PR practice. By understanding the historical context and the foundations laid by pioneers such as Edward Bernays, we gain a clearer sense of direction as we navigate the complexities of today’s PR landscape. The documentary reminds us of the power we wield as PR practitioners and the ethical responsibilities that come with it. Reflecting on the lessons and insights from the past equips us with the knowledge and perspective needed to make informed decisions in the present. 

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 [email protected]