The essay outlines the orientations of institutional communication in the public administration from the viewpoint of the development of new communication techniques and technologies. This theme is developed in theoretical, systemic and normative terms. On the theoretical level, a valid contribution to the study of "communication" is provided by sociolinguistics, socio-organizational theory, administrative law and information engineering/technology. The production of information in the pursuit of goals works through a network of horizontal and vertical axes and, according to the direction of the flows, of external or internal institutional communication. The normative context is thus constituted not only by the known legislative framework but also by a tangle of rules, regulations and provisions which sanction the new organizational and communicative logica of the administration. However, these measures are devoid of any organizational-communicational vision.