Abstract

For public communicators, to turn positive content into «news» is a daily challenge. How to overcome the well-established principle that «good news is no news»? What contribution can public communication make to overturn the negative public perception of the Italian public sector? This paper, starting from an analysis of the representation of the public sector on legacy media and social media, outlines some strategies to build a new narrative of the public sector, with the aim of enabling the public bodies to spread their own activities in a positive manner. New tools and approaches (e.g. positive news) are presented here in to reflect the strategic objectives of the public organization.