The Scientific Method in Public Relations: A Dialectic Approach

Based on the assertion that public relations is an applied social science, this article will attempt, by means of hypothetical and deductive methodology, to demonstrate the importance of the scientific method in public relations. After identifying the social reality which is the object of study of public relations, the author highlights the need to deduce how the scientist can comprehend this reality, or in other words, the channels that should be used in attaining this understanding. The method itself enables a better understanding of the results of scientific research as well as allowing a clearer understanding of the very process of research. In this way, the dialectic method is the most appropriate for public relations scientists.