Social media has altered the design of modern society. It has changed the way people lived
and worked. Though no profession or industry is left untouched by the communication
revolution stirred by social media, yet communication professionals bore maximum impact.
This paper analyzed the usage and perception of public relation (PR) professionals regarding
the use of social media, particularly, Facebook, Twitter and YouTube. The primary research
questions, this paper attempted to find answers for, are: (i) Did social media transformed the
modus operandi of PR practitioners?; (ii) Do PR practitioners rely on one social media tool/
platform over the other?; and (iii) To find out whether social media is an aid or a burden for
a PR practitioner? By attempting to answer these three questions the paper explored fresh
aspects of social media with regards to public relations. For the purpose of the study a
survey was conducted among PR practitioners based in Delhi and working with prominent
multinational companies or PR agencies.