NJOMACS

This study investigates the perceptions of Mass Communication students of Ahmadu Bello University (ABU), Zaria, toward Public Relations (PR) as a career. Anchored on the Social Cognitive Career Theory (SCCT), the study employed a quantitative survey method using a structured questionnaire were administered to 196 final-year students from a population of 195. Findings reveal that while many students have a strong understanding of PR and show interest in pursuing it, barriers such as limited practical exposure, curriculum gaps, societal bias, and perceived low prestige or financial incentives discourage sustained interest. The study concludes that PR is acknowledged as a relevant and dynamic career but suffers from institutional and societal misconceptions. It recommends curriculum improvements, mentorship programs, and stronger industry-academic linkages to reposition PR as a viable and rewarding career path.