Ролята на връзките с обществе­ ността за промяна на нагласите към употребата на алкохол от непълнолетни
The Role of Public Relations to Change Attitudes Towards Underage Drinking

Summary/Abstract: The humanization of the organizations’ relationships with their audiences and the whole society, characterizes the most accurately the essence of public relations (PR) and distinguishes them from other forms of communication. Therefore, the initiatives to solve topical social problems like: support to social causes through the sponsorships promotion; contribution or donation for a community project; support to a programme for behavior change; direct charity contribution; providing of voluntary services to the community and socially responsible business practices are not to make an exception to the overall work of public relations. This report will reveal the increasing role of PR to influence the cognitive attitudes of the audience due to which general public to understand and support the efforts of the organizations in resolving crucial social conflicts, like the consumption of alcohol by minors.

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