The used methodologies are the study of case, interviews structuralized with closed questions and interviews half-structuralized with open questions. It is concluded with this work, the necessity of that the half academic carries through research and studies of case in relation to the existing phenomena of communication and that the organizations need the management of the institucional communication and the institucional actions for professionals of Public Relations. Word-key: institucional communication, Public Relations, institucional actions, Think Green, RBS TV. ABSTRACT This conclusion of course work aims you analyze the performance of professional Public relation in the management of institutional communication, like the institutional actions performed in contemporary organizations and you perform it marries study of & ldquo; Verde& thinks; rdquo; project from RBS TV Saint Maria. Has the specifics objectives, demonstrate the similarities and differences between organizations and institutions, based on theories of organizations, communication and sociological theories about institutions and institutionalization, check is realized the approach of public in these actions and the categories that ploughs used will be this and finally show what the professional performance of the public relations in the management of these actions. The methodologies used ploughs the marries study, structured interviews with closed questions and adds structured interviews with open questions. It concludes with this work the necessity will be the academic conduct academic research and marries studies in relation you the phenomena of existing communication and that organizations need management of institutional communication and institutional actions by public relations professionals. Keywords: institutional communication, public relations, institutional actions, Thinks Green, RBS TV. SUMMARY Consideraes Initial.