La comunicazione di crisi: il caso dell'influenza aviaria - This study analyses the Italian government institutional communication’s strategies to face "avian phenomenon", in order to assess the efficacy of communication by different messages with reference to the supplying subjects’ declared purposes and the target range. Four different initiatives, implemented during the period November-December 2005, were considered: an informative booklet, a placard, a spot and a press release. According to Fabris’ model (1992), the different communication strategies were analysed, by heeding the medium specificity, with reference to: content; accessibility; graphic aspect; potential impact on the target range. On the whole the strategies missed their goal. In fact, while the placard was positively assessed, the other strategies had some negative elements, that is the complex language and the low clarity of the press release and the booklet, and the too ironic content and the long duration of the spot.