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Quintela, José de Lemos, José Rui Reis, Spínola, S. & Luís Poupinha (2005). The Public Relations Brand: Elements for the Structuration of a Concept. In 7th EUPRERA Congress - New Challenges for Public . (pp. 71-80). Lisboa: Colibri.

J. E. Quintela et al.,  "The Public Relations Brand: Elements for the Structuration of a Concept", in 7th EUPRERA Congr. - New Challenges for Public , Lisboa, Colibri, 2005, pp. 71-80

@inproceedings{quintela2005_1734830130115,
	author = "Quintela, José de Lemos and José Rui Reis and Spínola, S. and Luís Poupinha",
	title = "The Public Relations Brand: Elements for the Structuration of a Concept",
	booktitle = "7th EUPRERA Congress - New Challenges for Public ",
	year = "2005",
	editor = "",
	volume = "",
	number = "",
	series = "",
	pages = "71-80",
	publisher = "Colibri",
	address = "Lisboa",
	organization = "Instituto Politécnico de Lisboa"
}

TY  - CPAPER
TI  - The Public Relations Brand: Elements for the Structuration of a Concept
T2  - 7th EUPRERA Congress - New Challenges for Public 
AU  - Quintela, José de Lemos
AU  - José Rui Reis
AU  - Spínola, S.
AU  - Luís Poupinha
PY  - 2005
SP  - 71-80
CY  - Lisboa
AB  - The Public Relations Brand: Elements for the Structuration of a Concept

One of the questions of Public Relations is the definition of what it is, in order to present, or
even to self-present the profession to the publics of the profession. However, if one wants to
present the profession/field, it is obviously needed to generate some consensus about what it
is for the practitioners.
Regarding this, the present paper is an attempt of applying the idea of brand to the concept
of public relations, in order to define the dimensions and attributes of the field taking into
account what do the professionals say, which justified the remission to the idea of self-
presentation of Goffman.
Based in interviews with professionals and in the content analysis of PR agencies discourses,
the paper was conducted to supply guidelines for the public definition of PR, to identify the
concepts of reference of the professionals in the field, to identify possible ways for the
development of the profession, to define possible paths for the configuration of the identity
of the profession, to identify the convergences and the divergences inside the practitioners
regarding what PR is and what is its scope, in order to identify srtrong and week point,
opportunities and threats regarding the field and its professionals.



ER  -