The University of Siena created a network of connections based on the strategic board University, Institutions and Industries. The Communication and Marketing Centre of the University of Siena develops theorical and practical aspects innovating models and practices of institutional communication. In this new model, the Liason Office is the turning point to manage the conncetions with the industry and the institutional world. The Centre created a communication mix with a web site, a database, a newsletter and a toll-free number. Knowledge management is obtaining great attention, not only at the University but in other areas, too.