PUBLIC RELATIONS AND SALES REVENUE OF QUOTED CONSUMER-GOODS FIRMS IN NIGERIA

Abstract

This study examines the effect of public relations (PR) on the sales revenue of quoted consumer-goods firms in Nigeria. The study employed survey and ex-post facto research design approaches to establish the relationship between public relations activities and sales revenue of quoted consumer-goods firms. Primary data were obtained from 301 respondents (customers of selected quoted consumer-goods firms) across major South Eastern states of Nigeria (Aba, Onitsha, Enugu, Owerri, and Abakiliki) using purposive sampling technique, while secondary data (public relations expenses) were extracted from the annual reports of 12 quoted consumer-goods firms, covering 2019 to 2022 financial years. Descriptive and inferential statistics were employed to analyze the study’s data. Empirical results reveal that public relations activities have significant relationship with the sales revenue of quoted consumer-goods firms in Nigeria. The study recommends that public relations activities that enhance sales performance should be sustained, while PR expenses of quoted consumer-goods firms should be slightly increased, but only to an extent that will not erode profitability.