Social Media In Public Relations

The widespread movement of social media has made Public Relations at the regional and international scale must think critically about their practice. Public Relations should be ready to change in adapting to the development of new media (Wilcox, 2006).

The social media trend is also evolved massively in Indonesia, from younger to adult generations, in personal and working experience. The trend is not only occur in big cities such as Jakarta and Surabaya, but also in many small cities. This trend also jumps into the corporate or public institutions. However, even social media is accepted easily by societies, many public institutions have not use this yet, especially in local government.

This case is not happened in Indonesia only, but also

From 70% of local government whom use social media, they are still use it not as eficcient as possible, but tend to underutilized it (Graham and Avery, 2013; 13). Moreover, their study found that their social media use, did not represent engagement with their stakeholder. This study has proven that the use of social media, which is expected to increase public participation and enhance the reputation of the local government, is still demanding. Therefore,in this globalized world where internet is becoming essential tool in communication strategy,local government may be left behind .

The need of social media in public relations activity is a must have. This does not mean that the using of social media should replace traditional media, but by adding value of it. Online public relations play a critical role in facilitating two-way communication. In the Digital Age, this is a profound opportunity for public relations specialists to implement more effective communications with various publics (Petrovici, 2014 :

However, when both factors are not in tune with the character of two-way communication, evaluation and improvements should be made to support governance communication in both directions.

Although many researches into organizational culture and leadership have been undertaken in many countries, only a few of them have focused on the influence of social media adoption in local government. Therefore, one main question is being raised here: Does the organizational culture and leadership style influence the potential adoption of social media? .

This research is important because of several reasons. It is applied with focus on elaboration of technology and communications in accordance with the development of today 's world. This study answered the wishes of the various parties concerned with the development of local governments and communities that want to use technology to formulate public policy in more effective