Institutional communication in Italian public schools is a crucial element for promoting transparency, democratic participation, and trust between institutions and citizens. This article analyzes the importance of a strategic approach to communication, highlighting how Law 150 of 2000 has influenced communication practices in public administrations. The role of internal and external communication in schools is discussed, with particular attention to the use of digital tools and the need for clear and correct language. Finally, the adoption of a communication plan is proposed as a fundamental tool to align communication activities with educational objectives and to improve community engagement.