摘要：One of the PR activities is promotion, in this case public relations must promote tourism potential spread throughout the province of West Sumatra. West Sumatra area is very rich in tourist destinations, it is unfortunate if the promotion is carried out by certain parties who have high awareness of the tourism potential of West Sumatra. But today, new media is not only used in the fields of journalism, politics, marketing, but has also penetrated the world of public relations. Therefore, in this study the results of the study found that the role of public relations in managing social media as a medium for promoting tourism in Sumatra is in accordance with the role of public relations stated by Dozier and Broom, which plays a role as Communication Facilitator, Communication Technician, Problem Solving Process Facilitator, with Constraints faced by West Sumatra Province Public Relations in using social media in the promotion of tourism is in terms of the effectiveness of social media management, it is seen that the potential and condition of the HR officers of the Public Relations Bureau that are available, compared to the workload of the Public Relations Bureau, is felt to be inadequate.
