Social work as a profession and social care institutions in Croatia have often been negatively depicted by the media. Due to sensationalism, lack of information and absence of any comment from the profession i.e. social workers themselves, the social work profession, social care institutions and experts in the field have often been the target of negative media articles. My final paper titled “The Media Presentation of Social Care Centers in 2012” analyzed the content of Večernji List daily newspaper. A social care center is a public institution the purpose of which is deciding on social care rights and providing social care services to especially sensitive groups of citizens. On account of a specific nature of the system and its everyday users, the initial impression was that the system had often been negatively depicted by the media and the paper aimed to investigate the thesis. Since the results obtained showed that the work of social care centers was indeed negatively depicted and the articles analyzed were categorized as sensationalistic with a fatalistic tone, this paper aims to obtain the insight into the role of social center care in promoting the social work profession. Heads of social care centers situated in the City of Zagreb and Zagreb County were asked about their opinion of the impression of social care centers held by social care users, the general public and other human services within the system and about what they have done to promote the profession, in what manner and about the support they receive in that respect.