Técnicas de relación con la prensa en la gestión de la comunicación organizacional: el caso del Consejo Regulador del Brandy de Jerez

Abstract

Public relations describe a management process that takes charge managing the relations that the organizations establish with its different publics. The principal aim of this investigation is to demonstrate that the employment of technologies of relations with the mass media is one of the axes of the institutional communication. According to this aim, we select as object of study the Consejo Regulador del Brandy de Jerez, and there we use a mixed methodology that combines in addition the employment of the method of the study of case and the analysis of content.