A b s t r a c t. Contemporary world challenges social assistance institutions. Challenges are not only recently emerged social problems and their solutions but also information management. Public relations in the field of social assistance is not very popular in Poland. Creating information policy by social assistance institutions is not only needed but essential. Public relations must be organized in the planned, organized and effective way. Elements of the information policy in the social assistance institutions are: media relations, website, publications, interior public relations and all other activities (in accordance to Law on Access to Public Information). Public relations can shape positive image of social assistance institutions. It is useful to learn how to talk about our work to give adequate information -to our clients, partners, donors and journalists. Systematic, open cooperation with journalists can change the attitude of the spokesmen from passive (only giving answers) to active (seeking opportunities to inform). When there will be more adequate information about social assistance institutions, the image of polish social assistance system will be authentic on the one hand and satisfying to employees on the other. If social workers would like to gain public opinion appreciation, all of the social assistance institutions must implement adequate information policy.
The dynamic development of digital media and the tools which create the world of new technologies influence their users' social and cultural transformations on a global scale. Undoubtedly, cyberspace enriches educational, upbringing and socializing opportunities of digital natives, that is children and adolescents who have grown up in the media space. The apparent usefulness of the Internet should not, however, lull parents' and teachers' vigilance, as it is potentially a highly dangerous tool due to its telepresence and the fact that young people are immersed in it. The aim of the article is to analyze online identity of the digital generation, that is young people who have grown up in a completely new reality, different from any other in the past, and who describe themselves as 'always connected'. Since in the postmodern world (also in cyberspace) constructing one's identity is an individual's task, it seems justified to outline selected Internet dangers, such as cyber violence, Internet pornography and Internet hate. In order to facilitate young people's healthy development, the article lists a handful of preventive measures to be introduced in basic rearing environments that is family and school.
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