Abstract

The digitization of public administration and the widespread use of the social and participative web ask for new skills within public com¬munication, but also the recognition of the basic principles and the achievements realized so far. The provisions required by law have not been fully implemented and often public communicators find it difficult to lead the change taking place. This contribution describes the main results of a research carried out in the Marche region about the role of communication structures in managing the presence of municipalities on social networks and it reflects on the evolution of Public Relations Offices in the new polyfunctional windows.