Management of institutional communication: the case of the Regulatory Council of the Denomination of Origin «Jerez-Xérès-Sherry»

Abstract

Public relations is a fundamental element for the management of institutional communication. From this perspective, the main objective of this research is to observe the evolution of the communicational behavior that, in recent years, has been developed by the Wine and Vinegar Regulatory Council of Jerez to quantify the presence of public relations techniques. In order to respond to this objective, it is used a methodology based on the case study (single case modality) and intra-method methodological triangulation (GONZÁLEZ RÍO, 1997). The results of the analysis reveal a bidirectional communicative model based on the use of public relation techniques.