Press offices in progress. Media relations’ changes in local governments The article analyzes the organizational and cultural changes in the communication and institutional system in Public Administration. Here two main changes are arising and they seem to encourage important implications on re-organization of communication’s flows and skills: the wide presence of web and the direct mayors elections which gets citizens and local politicians closer than previously. In a similar context, the article aims at investigating how Public Administrations are tackling these change processes. Referring to social research data collected on Tuscany municipalities, through 41 deep long interviews to press officers and spokesmen, the contribute explores how they are answering to the changes mentioned above, through their own organ-izational storytelling.
The authors highlight two different emerging attitudes and feelings among em-ployees: together with the increasing awareness about the changing processes that interviewees are living and perceiving on their job, a certain degree of concern seems to emerge.
Keywords: Communication in local governments; institutional communication; press office; social media; organizational changes.