A good strategy, to improve the institutional image, generally, resides, also, from the way in which the
public servant is motivated not only to apply the underlying and statutory principles of administration but,
especially, by the way in which its audience communicates what it is interested in. It is not enough to see the
communication process as an additional factor of the system but rather a complementary one. It must be seen as a
steer of the entire gearing, which put into movement efficiently, could bring extra-value common both to its
development and the process of accomplishing the final objectives.