LA COMUNICAZIONE DELLA PUBBLICA AMMINISTRAZIONE, TRA MUTATE ESIGENZE SOCIALI E NECESSITÀ DI NUOVE FIGURE PROFESSIONALI

The essay analyses, also through a historical reconstruction, the role and functions of the tools employed by the Public Administration (PA) to deal with their communication needs of, in the light of the recent reforms on transparency and the evolution of society and technology. Along these lines, the paper examines the opportunities and risks of the use of social media and the need to recruit people with new specific skills, also in order to create an effective system of access to (correct) information, improving the image of the PA and the relations between the administration and users.