Public Relations and their dialogical function

Abstract

This article addresses Public Relations considering them to be an established field that has dialogical function as a differential, responsible for consolidation of relationships between organizations and their publics. It uses the concepts of field and of culture for an understanding of the reason for the area’s differential as an interpreter and mediator of situations of dispute and conflict. With the purpose of visualizing the current scenario, one mentions the role of the Associação Brasileira de Relações Públicas (ABRP – Brazilian Public Relations Association), as the entity that contributed to the institutionalization of this field of knowledge and of professional practice.