The acceptance of public administration - its image among citizens - is crucially dependent on the design and management of information and communication processes. Maren Lil Bornschein demonstrates to what extent the theories of institutional communication and personnel work in business enterprises can be transferred to, or permitted in, public administration. Based on this, she formulates a model of agency communication, which is specified in terms of the use of new media. She develops foundational principles and innovative strategies for intentional personnel development in the field of media competence.