This research aims to investigate the communicative practices and the (re) construction of the professional identities in the implementation of the Pedagogic Plan in an English teaching institution. For this purpose I base my study upon the observation of the voices of those involved in this communicative-organizational process which has changed in recent times due to effects of contemporaneity, which have influenced several social practices, forcing professionals to (re) construct their identities. While dealing within a competitive environment in the Contemporary Era, this institution has been seeking ways to adapt itself to a new market by offering high quality services in order to increase productivity. These changes have been altering the patterns of social interaction in its working context, establishing new educational goals outlined in the Pedagogic Plans and requiring teachers to perform new identity roles. The demand for a new professional identity has generated resentment on teachers who feel as if their role as educators has been depreciated. In this complex environment, there is the need for an exploratory, investigative and reflexive look, in order to understand what is happening while it is happening, aiming at contributing to the enhancement of the quality of the professionals’ and students’ life. Thus I take into consideration: the concepts of contemporaneity, which bring problems to the working environment and the organizations, such as English teaching institutes; the socio-constructivist notions of identity; and the performance of Applied Linguistics in professional contexts, based on Interactional Sociolinguistics and on the Bakhtinian concepts of language.