We report a search for planetary nebulae and H II regions in the centr
al part of the late-type spiral NGC 300, using a CCD and the on-band/o
ff-band filter technique. The total exposure time for all frames was 4
hours. We have identified 34 PNs and 88 H II regions. We construct th
e cumulative [O III] lambda 5007 PN luminosity function (PNLF) and obt
ain a distance modulus of 26.9 +/- 0.4, in satisfactory agreement with
the cepheid distance modulus (26.7 +/- 0.1). We make a general compar
ison between cepheid and PNLF distances, showing that they are in exce
llent overall agreement. NGC 300 is in principle one of the best possi
ble calibrators of the PNLF method of distance determination, to be pr
eferentially applied, like the LMC, in cases of populations with recen
t star formation (as opposed to the bulge of M 31, which has served as
calibrator for populations without recent star formation). Additional
work will be necessary to confirm whether or not there is a sufficien
tly large difference between PNLFs of populations with and without rec
ent star formation (typically, late-type spirals and irregulars as opp
osed to ellipticals and bulges of spirals) to justify in practice the
use of different calibrators. We obtain for NGC 300 a specific PN form
ation rate which is closer to the specific evolutionary flux (dying st
ars per year per solar luminosity) than obtained in giant elliptical g
alaxies. This relatively higher PN formation rate in NGC 300 is consis
tent with either the low metallicity of this galaxy or with the presen
ce of recent star formation (populations without recent star formation
are predicted to have somewhat higher specific evolutionary fluxes, b
ut apparently many of their dying stars fail to produce observable PNs
if their ages are extremely old or their metallicities are very high)
. Concerning the HII regions in NGC 300, we have found a few high-exci
tation ones, as well as 7 ring-like objects. On the other hand we have
not found any nebular emission at the position of the bright galactic
nucleus, which is very probably an unresolved compact stellar cluster
similar to the nucleus of M 33.