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.

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Public Relations,Identity