Abstract
Communication is a fundamental infrastructure for a public establishment; it represents element for relationship’s creations and it plays an essential role in the creation and reinforcement of the indispensable relationship of mutual trust between citizens and institution. Communication allows information exchanges and it allows the ad- ministrative actions exercise (to decide, coordinate, regulate and govern): so it is considered a governance tool. Therefore, the hospital has started a path of internal and external communication with specific brand reputation actions, also in the awareness of the important historical moment that the institution is going through, both in terms of changing its structure and in the pandemic context.
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