Seminar Nasional Komunikasi dan Entrepreneurship: “The Challenge of Public Relation’s Future”  The intense use of social media has changed the work of public relations practitioners. PR strategy is increasingly challenging to follow the pattern of media consumption of millenial generations. “The future of public relation profession is so great that we must always learn, listen to what our consumers want, where they are. We can no longer force consumers to hear us because they listen to what they want to know, “said PR Practitioner who is also the author of” Viral and PR Professionals “, Junita Kartikasari in the National Seminar on Communication and Entrepreneurship:” Transformation of Public Relations Paradigm in the Digital Age “At the Faculty of Communication Sciences, Tarumanagara University, Jakarta, Wednesday (29/11). The same thing was conveyed by General Manager of Corporate Affairs of PT Nusantara Infrastructure Tbk, Deden Rochmawaty. As a company engaged in infrastructure development in Indonesia, PR audiences directly related to PT Nusantara Infrastructur tend to use conventional media. However, interactive communication in the realm of the virtual world also took priority. “In past, if the BSD toll road floods, we immediately call journalists or media to convey information. Now, the community as a toll road user can create messages, they take pictures, upload photos on social media, then opinions grow, ” said Deden. Academics who are also PR Tarumanagara University Yugih Setyanto said, in order to face competition and respond to higher education partners then the current social media is absolutely used. “If the goal is for students, then we use online media and social media. But if the intended policy makers then we usually use conventional media, “said Yugih. National Seminar on Communication and Entrepreneurship was first held by Faculty of Communication Science Tarumanagara University. Furthermore, the seminar will be held annually by raising a number of interesting issues in the field of Communication Science and Entrepreneurship. Dean of FIKOM Untar, Riris Loisa said that this seminar is important to open the students’ insight as well as learning facilities from the communication practitioners. “Communication revolution needs to be observed, as a communication practitioner later how to make students can run their profession according to the development of society,” said Riris. (RS)