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The structuralized interviews had been carried through with professionals of Public Relations that currently they act in the work market. These interviews are based on closed questions, sent for email in the period, between July and August, of the year of 2011. The closed interview, for Duarte, (2011: p.3) ‘ ‘ It is carried through from structuralized questionnaires, with equal questions for all the interviewed ones, in way that is possible to establish uniformity and comparison between respostas’ ‘. In the total, eight questions had been directed on the thematic ones of the institucional communication, organizations contemporaries, institucional marketing, institucional campaigns and the performance of the professional of Public Relations in the institucional actions. The half-structuralized interviews had been carried through with members of the administration of the organization (RBS TV) and with members of the management of the project Think Green, had been questions qualitative, half-structuralized and half-open. That is, the used questions had been based on the problem of research and had been opened possible. For Duarte, (2011) half-structuralized interview is the conjugao of questions not structuralized with a control script and them they depend in its form on presentation, order and depth of the interviewer, but breaking of the knowledge and quality of the answers of the interviewed one.
A four script exists the ten questions, but these questions at the moment of the interviews can be divided in two, three or more, depending on the course of the interview. These interviews had been carried through between, August and October, of 2011 and contained between six and ten questions as script, being able to be modified in agreement the course of the interviews. Some questions had been differentiated in agreement interviewed and the objective of the interview. The first chapter of this monograph consists of the differentiation of organization and institution. The concepts of the organizations had been based on the theory of the administration, with classic authors as Weber, (1947) and Barnard, (1938) after of Amitai Etzioni and W.