Abstract:
The practice of Public Relations has taken root in Nigeria. However, one aspect of it which still needs clarification is how Public Relations costs are perceived by Public Relations Practitioners and Managers. Do they perceive the money expended on Public Relatioms as a Investment or as a current expense?
This study, primarily exploratory in character, set out to find how Public Relations Managers in three organizations – ANAMMCO, Orient Bank of Nigeria PLC and the C.C.B. Nigeria PLC, Treat Public Relations costs. The survey research method was employed.
The study found that whereas there is the absence of a definte focus in the pattern or perception of Public Relations costs by the Public Relations Managers of the firms studied, they nevertheless exhibited characteristics which stewed more toward a perception of Public Relations costs as current expenses rather than an investment.
The researcher, therefore, recommends:-
The en improvement be made in Public Relations training curriculum to cover entensively the subject area of capital budgeting as a way of improving the capacity of Public Relations Practitioners.
