Représentations des pratiques des professionnels de la communication en France : entre injonctions marketing et idéal de la communication

Actually, it is theoretical accepted that marketing model takes a strong place in the field of organizational communication practices (Dagenais, Kugler, 2006). Organisational structures have been influenced by commercial and management logics. By the way of techniques used, which model of structuring of action and organisation is it implicit in professional discourses? Firstly, we will present theoretical arguments to demonstrate that this question is a central point in the field of organisational communication. Secondly, the main purpose of this article is to present results of a qualitative research based on interviews with professionals. Our main purpose is to observe if there is a unique public relation model or not in communicational practices, if they are hybrid models in representations of practices ? If there is a unique model of communication, which theoretical consequences have to be considering in the field of organisational communications