PUBLIC RELATIONS AS SCIENTIFIC BRANCH OF INFORMATION AND COMMUNICATION SCIENCES

Given that the field of information and communication sciences is a young field in the social sciences, it is important to consider how technology impacts the development of this field. This is especially relevant when looking at the area of public relations. Amid changing technological developments public relations is constantly being redefined in this complex environment. This work focuses on the development of public relations as a branch of study in the field of information and communication sciences. I review the scientific methods used to evaluate the influence and effects of public relations, while discussing the different methodological approaches.