Keyword: «collective thinking»

Public opinion shaped in a proper way is one of the main elements of the harmonious development of the society. Currently in Russia there are some specific features which characterize modern collective thinking. All of them form the basis for the further studies dedicated to the public opinion and to the creation of PR-technologies. In the article the principle problem which arises when social institutions are trying to shape and change public opinion will be considered, as well as possible solutions to this problem. The subject of this study is the PR-activities of social institutions.