Application of public relations as a marketing communications strategy towards the eradication of smoking and alcoholism among youyhs in Abia state-Nigeria Okolo Victor O1, Nebo Gerald N2, Ikechukwu A3, Obikeze Chinedum O4 1Department of Marketing, University of Nigeria, Nsukka 2Department of Marketing, Enugu State University of Science and Technology, Enugu, Nigeria, Ugonna 3Department of Marketing, Chukwuemeka Odumegwu Ojukwu University, Uli 4Marketing, Chukwuemeka Odumegwu Ojukwu University, Uli Online published on 13 February, 2018. Abstract Excessive use of alcohol and cigarettes have over the years posed serious problems to the society. It has resulted in abuse. People, especially the youths are deeply involved in these habits for many reasons. But whatever the reason, alcohol intake and cigarette smoking has been proven by experts and organizations to be hazardous to the human health. Furthermore, people under the influence of these vices sometimes constitute nuisance for themselves and the environment. Accidents have taken place and several lives lost just because someone was drunk-driving. This study focuses on youths in Abia State. It is based on these that the researcher sought to find ways in which public relations as a marketing communication tools could be used to influence the attitude of Abia youths towards Smoking and Alcoholism. The data collection strategy for this study is via questionnaires. The results emanating from the findings suggest that the mass media as a public relations strategy to a great extent influences the attitudes of Abia youths towards Smoking and Alcoholism. Again, the study also revealed that there is a significant positive relationship between the use of seminars as a public relations strategy and attitude of Abia youths towards alcohol and cigarette smoking in Abia State. The researcher recommends amongst others that the mass media (TV, radio, newspapers and magazines), both local, regional and national must be improved to bolter communication towards creating more awareness about the dangers of smoking and alcoholism. And also that seminar shall be conducted to meet with the community members one-on-one to enlighten them about the effects of smoking and abuse of alcohol. Top Keywords Agenda setting theory, Media richness theory, Public relations, Alcoholism, Cigarette smoking and RACE model. Top |