The development of social media is becoming more and more frequent in various parts of the world. It causes the field of public relations to experience changes in both theory and practice. The changes are not directly caused by the presence of social media, but social media offers many opportunities for public relations professionals to interact with the public through adapting technology and integrating it into their daily activities (Curtis, 2010). Social media is defined as the democratization of content and a change in the role that humans have assumed in the process of reading and disseminating information. Social media covers a variety of things that use the Internet to facilitate conversation (Solis, 2009). Social media is regarded as creating the foundation that connects people, provides opportunities to produce and share content with others, extract and process knowledge in society and share it again. Some popular social media are Facebook, Myspace, Twitter, LinkedIn, Flickr and Foursquare, YouTube and others (Lewis, 2010). Social media presents a significant difference compared to traditional media such as television, radio and newspapers. If the media relies on drama for festive audiences, organizations tend to adopt strategies to reduce the risk of public relations becoming the focus of the drama and use persuasive communication more as a way to better control public debate on the issue of sustainability . Furthermore, Allan (BBBB) also said that social media requires no hassle to increase ratings, focus on the editor or media leaders who are able to embrace stakeholders, and gain revenue from advertising (Allan, BBBB). This description illustrates that with their characteristics, which involve two-way communication between ...... middle of paper ...... mental organizations that have a Public Relations division in Indonesia, seem to be increasingly aware of the knowledge of adapting and learn that social media is non-negotiable. The purpose of this study is to find out the attitude and perception of social media use among public relations professionals. Research conducted by (Wright & Hinson, 2009) shows many facts that are recognized by Public Relations and educational practitioners that have many advantages over traditional media, especially in the excess of creating a dialogue with the public in this global era. However, research also shows that public relations has been unable to capture value from this opportunity (Wright & Hinson, 2009). This certainly facilitates the public relations rush to maximize the potential of social media to achieve the organization's expected goals.