The future of public sector communication: algorithmic challenges, generative platforms, and new responsibilities

This chapter aims to trace the main trajectories of the development of public sector communication in the future, and to investigate how these paths will impact on communicators’ strategic activities in government and public institutions in Western society. The chapter is divided into two parts. In the first part, the main variables characterizing the context in which public sector communication is currently practiced are described, defining its main features as an organizational function. In the second part, the future is discussed, as both the future of the organizational function and the future of public sector communicators, who are the professionals imagining and facing the challenges and opportunities of tomorrow