Towards new scenarios of public communication. Considerations on the Italian case

In recent years, the Italian public communication has gone through a period of great ferment that involved actors, regulations, tools and technologies, skills and expertise. The article focuses on the development of public communication in little more than ten years after the law 150/2000, in order to identify new challenges and solicitations. In fact, tracing the path of change provide some remarks upon development of communication of public administration and the many professional competence that today move around it and contribute to its re-definition, urging some changes and especially highlighting the need to develop reflexivity and high awareness in acting communicative, more and more called upon to combine transparence, visibility and accountability.