Public relations techniques in organizational communication

Public relations describes a management process which is responsible for managing the relationships that organizations establish with their publics. The main objective of this research is to evidence that the use of public relations techniques stands as one of the principal axes of organizational communication. To answer this question, it is selected as object of study el Consejo Regulador de la Denominacion Especifica Brandy de Jerez. It is also used a methodology based on complementary methods: the case study method and content analysis. This methodology allows the analysis of public relations techniques used by the organization studied in its first twenty years of history (between 1989 and 2008). The analysis results show that organizations use specific techniques of public relations to establish a dialogic communication with their stakeholders.