Correlation of spiritual values and socially meaningful human activities is revealed. In the theory of public relations there are concepts which serve as an indicator of societal life. The concept of a social ideal can be defined as a set of core principles to guide the future development and improvement of the social organism. The concept includes political, economic, and moral components that conform to a model of society accepted by the majority of the population as a basis, and to spiritual potentialities of the society. Guidelines, reality assessment criteria, incentives of citizen participation in social process should be present within the general system. A social ideal should reflect the most significant values through which personal fulfillment in collective effort application for the common good is achieved.