Abstract

This study investigates the perspectives of Public Relations Office (Urp) managers, in Italy, to evaluate the activation level of this structure and its ongoing transformations, including the use of digital tools and artificial intelligence. Even after 30 years, the Urp continues to play a significant role in public communication. Recognized for their strategic importance by communicators, particularly in promoting listening and participation, innovative practices are emerging from both central and local government administrations, reshaping the role of Urp. More than a third of administrations have implemented social listening through technological monitoring systems, while others have embraced artificial intelligence and new technologies for dialogue with citizens. However, despite many administrations demonstrate dynamism and receptivity to innovation, limitations and vulnerabilities arise, often linked to resistance to change and the limited visibility of these structures within the organization.