The culture of communication in the public sector facing the challenge of digital media: an explorative research in Italy and France

The article focuses on the culture of communication in the public sector aiming at understanding its features and transformations facing the challenge of digital media. In the first part, a view of the international literature on communication in the public sector is presented. The strategic role played by communication in the public organizations is underlined as well as the institutionalization of social media in the management of communication with citizens and media. In the second part, a qualitative explorative research is illustrated. The study was conducted in Italy and France and consisted of 10 in-depth interviews with key figures in public sector communication: academics and professionals of national associations.