Regardless of the nature of the organization, public communication has become one of the key strategic elements . In this context the emergence and development of customer relationship management can decisively influence organizational performance by maintaining closer relationships with consumers, with different audiences. The study reveals that the specificity of the public domain claims by their essence a special focus on their core image of the institution, on the confidence of services destined for the citizen, in this context the management of his satisfaction has created a new managerial approach – the management of the relation with the citizen .