Madonna is the master of re-engineering herself and her image, in ways both physical and spiritual

He was 99 when I met him in Toronto. Edward Bemays, father of public relations, was all there, and remembered his meeting with Indira Gandhi in clear terms. What we remember most about him, though, is his endeavour to manipulate public opinion using the psychology of the subconscious. After all, his uncle was Sigmund Freud.

And so, he called this scientific technique of opinion moulding “the engineering of consent”. In our much-maligned profession of public relations, I have often wondered why we don’t call ourselves consent engineers. There is a scientific ring about it and makes us less vulnerable to being looked at just as creative communicators.

But when I read a recent website discoverengineering.org, it talks about engineering as a “stealth profession” or as an “invisible profession”, because people have no clue what engineers do. An aerospace engineer called Theodore Von Karman once described engineering thus: “Scientists discover the world that exists; engineers create the world that never was”.

So, note the word “create” and the fact that people don’t have a clue about what engineers do, except that they create. No clue either about the PR profession which I call the communications cornerstone of corporate strategy.

If working professionals are so starved of identity, does it mean it is time to take a deeper look inwards? Re-examine and re-engineer ourselves, probably?

How about Inner Engineering? Now, what could that possibly mean?

Ah! At last some light! Light that was thrown on this particular phrase, which he himself invented, by Sadguru Jaggi Vasudev, who is a prominent spiritual leader. Rooted as much in the mundane as he is profound in inner experience and wisdom.

Last Saturday, as we sat in verdant surroundings, the Sadguru talked about the concept of inner engineering through everyday illustrations. About the need to explore the higher dimensions of life and discover the ultimate potential within.

Normally, when we use the word “engineer”, it makes us think of foisting and manipulation. But here was someone who was showing us how to dismantle our physical boundaries and engineer our own well-being. And widen our perceptions of life.

At the World Economic Forum in Davos last year, and at other important conferences, Sadguru addressed the deterioration of human and social values and ecological degradation.

He advocated at several meets the empowering of world leaders with an inner situation that is beyond strife and stress, while focusing on business values and social, environmental and existential issues.

For corporates, packaged retreats aim at “deep personal and professional expansion”. The benefits: highly focused and relaxed state of mind and body, enhanced energy levels, the creation of an inner space untouched by external situations, strengthening of relationships and lots of health measures.

Even for the cynical who have been there, done that, here is a non-denominational approach. Free of “spiritual” baggage. Whether we attempt it through his methodology, or use any other approach, the core of the matter is that we need “conscious action” rather than “compulsive reaction”. Time to re-engineer our own consent in changing our attitudes to life and work.

Do you feel the need to re-engineer your life? Tell t2@abpmail.com